The Oil Spill in The Gulf of Mexico Research Paper

The Oil Spill in The Gulf of Mexico - Research Paper Example This sensational and epic oil slick catastrophe has remained so possibly prepared to do each and every spirit far and wide that nobody is neglectful of the negative outcomes it delivered. This paper presents a careful conversation especially identified with the notorious oil slick in the Gulf of Mexico that influenced numerous is still constantly influencing the Gulf regardless of numerous human endeavors made at a worldwide level. Both short and long haul impacts of this astoundingly awful man-made debacle are examined and results are introduced in this paper upheld up with ongoing examination reports in regards to the catastrophe. Bunch endeavors made to control the mass pulverization brought about by the oil slick are likewise featured and talked about in the paper in unique connection to the distinctions put forth by those attempts, and their commitment to the limitation of the destruction. The most exceedingly awful ever calamity that could be envisioned by anybody transformed i nto a reality-based episode when a semisubmersible seaward boring apparatus called Deepwater Horizon detonated in the Gulf of Mexico and got immersed in unbelievably loathsome blazes before soaking in the profound waters in 2010. Prompt losses announced after the episode didn't seem, by all accounts, to be do enormous as to unleash unfortunate devastation in the environmental factors and the remainder of the world. Around 17 ended up being harmed out of 126 individuals who were ready and 11 are as yet answered to be missing who are ventured to be dead at this point. (Raines). This assumption depends on the perspective that those missing doomed specialists must be inside quick region of the erratic blast, because of which they stayed unequipped for finding a departure. The Deepwater Horizon didn't promptly soak in the Gulf after the horrendous blast, rather it stayed above water for very nearly two days inundated by searing flares and abandoning tufts of thick dark smoke that were su fficiently amazing to be seen from space just as the smoke crest were accounted for to be more than numerous miles long. The genuine lamentable the truth was found around two days after the Deepwater Horizon had soaked in the Gulf. No individual could envision that the blast of the oil boring apparatus would prompt most noticeably terrible comprehensible outcomes concerning the setbacks revealed at first. It was simply after the disclosure was made with respect to a large number of barrels of oil being dumped clandestinely on everyday schedule into the environments of the Gulf of Mexico that the genuine destroying results of the oil boring apparatus blast came to spotlight. The story would have finished with the sinking of Deepwater Horizon had it not been for the specialized imperfection in the riser structure of the oil penetrating apparatus that is intended for interfacing the apparatus with the well. After the revelation was made about the day by day loss of thousands of oil bar rels in the water, prompt concerns with respect to the Gulf’s biological systems made a flood of commotion around the world and an apparently finished story transformed into an energetic vivacious calamity going all out. The oil spillage introduced a significant dangerous and unpredictable issue since specialists revealed that even with the utilization of the best and most recent logical innovation like utilizing advanced robots for distinguishing the bedrock of the issue, the oil spill impact could take a very long time to be stifled and completed for eternity. The dilemma looked by the US Coast Guard

Online Car Rental System Tourism Essay

Online Car Rental System Tourism Essay Individuals make a trip starting with one spot then onto the next for some reasons, some because of their employments or business and not many for occasions and get-aways. As an explorer they can't possess a vehicle in each spot or nation they go, they generally favor different alternatives like open vehicles, taxis, transports, prepares and lease vehicles or bicycles. Getting a vehicle on lease has gotten extremely well known because of the expense as it is a lot less expensive than utilizing taxis for an entire day and in light of the fact that it is considerably more secure and advantageous. Keeping this in the brain Researcher has chosen to build up an online vehicle rental framework, by utilizing on the web vehicle rental framework an explorer can book the vehicle. As the name of the framework propose, this framework will be an online vehicle rental framework. This framework won't just assistance the voyagers to choose the vehicle of their picked yet they can likewise think about the various models of vehicle accessible and distinctive sort. They can look at costs, models and brands. They can choose on the off chance that they need that the vehicle ought to be conveyed to their entryway step with extra charges or they will get the vehicle from the closest store. They can choose the vehicle as indicated by their necessity and spending plan. Issue proclamation and Literature audit à ¢Ã¢â€š ¬Ã¢ ¢ Expensive lease for voyagers As expressed by Flowers, J and Levere, J. (2008) because of ascend in drivers expenses and charges, for example, state and neighborhood overcharges applied on air terminals, the lease of the vehicles can increment at a normal of 25 percent. Because of ascend in Tax, the voyagers need to settle up to 25% of duty when the booking or leasing a vehicle from the air terminals. Regardless of whether the explorer follows through on the greater expense they need to go with the vehicles which are accessible by then of time in the vehicle rental office. It very well may be costly vehicles or even extravagance vehicles which are not in moved of each individual. To defeat this issue the Online Car Rental System will assist the voyager with booking the vehicle even before they have shown up. With the goal that they don't need to pay additional air terminal charges and get any vehicle which is in their spending plan and which suits them and their necessities. à ¢Ã¢â€š ¬Ã¢ ¢ Returning the vehicle remotely As indicated by Yang, Y., (2008), trouble is in vulnerability of length time of the individual who have taken the vehicle on lease and which alluded area he needs to restore the vehicle. Now and then an individual takes a vehicle on lease, yet it isn't sure when will the individual return the vehicle and will the individual have the option to go to a similar area to restore the vehicle or not, in this circumstance that individual need to pay more on the off chance that he postponement to return the vehicle on schedule. This online vehicle rental framework will offer an online assistance where the individual can expand as far as possible and predefined the area individual will be dropping the vehicle or he need the vehicle to be taken from. à ¢Ã¢â€š ¬Ã¢ ¢ Cannot hold explicit vehicle model As indicated by Korstanje, M. E., (2011), Due to constraint in tasks makes issue for tenant to hold explicit model. Reservations are not given based on model yet gathering. Because of activity impediment in the region like air terminals, this difficult causes issue like in which the tenants can't get what they really need and they need to go for the vehicle which is accessible in the store regardless of whether it isn't what they are happy to have. This online framework will assist voyager with doing internet booking in which he can choose which vehicle he incline toward with the office of contrasting and other vehicle based on type and cost so he can settles on best choice. à ¢Ã¢â€š ¬Ã¢ ¢ No time for clients criticism As said by Meyer, C., and Schwager, A., (2007), Due to numerous exchanges by singular clients which are observed by the organization they doesn't get time to take input from them with respect to the administration gave. At the point when a client goes to an office for leasing a vehicle, due to having numerous clients the staff individual from the organization doesn't get opportunity to solicit clients in regards to their administrations on the grounds that from which their issues are not corrected. To amend these issues the online vehicle rental framework will have an online criticism administration after every client have finished with their exchange at the hour of logout. The framework will request a criticism from the client. à ¢Ã¢â€š ¬Ã¢ ¢ Time squandering As said by Ahlstrom, C., Kircher, K., et al., (2012), Due to a solitary mix-up of the air terminal rental help it take hours to get vehicles on lease. When there is an issue in the air terminal rental assistance it can take hours to get the vehicle on lease which is really burning through the hour of the leaseholder. In online vehicle rental framework the booking will be done before explorer showed up at the air terminal with the goal that when the voyager shows up at the air terminal the vehicle will be fit to be taken. à ¢Ã¢â€š ¬Ã¢ ¢ Change vehicle on each course As said by Asconavieta, P.H.S. (2011) vehicle rental organizations typically take a shot at the local premise as a result of which explorer need to change vehicle on each course. Because of deficiency of region inclusion as the vehicle taken for the organization should come back to a similar area makes the explorer to continue changing the vehicle regardless of whether they move between various states. They need to return to a similar area. So when they go to various state they need to change their vehicle. To redress this issue the online vehicle rental framework will have an alternative of choosing the territory the clients need to restore the vehicle. So In the nation like Emirates or Maldives where the region is short, the vehicle can be taken starting with one state then onto the next state with no issues. à ¢Ã¢â€š ¬Ã¢ ¢ Improper planning for appropriate vehicle usage As expressed by Minodora, 2009, ill-advised planning for vehicle rental organizations causes the organization incapable to use their vehicle and even increment work time for tenant to get vehicle. Because of inappropriate planning for the vehicle rental organizations the vehicle invest more energy in the companys vehicle part or clients need to hold up until the vehicle isn't returned. Utilizing on the web vehicle rental framework the planning will be done online by the client itself as the vehicle which they select they need to put the time they will return. On the off chance that on the off chance that they neglect to return or educate the pickup point additional charges will be charged to them. à ¢Ã¢â€š ¬Ã¢ ¢ Return vehicle on a similar office area As indicated by Goldbarg, M., Asconavieta, P. what's more, Goldbarg, E., (2012), vehicle leased from an organization must be come back to the office of a similar organization. In the event that a tenant take a vehicle from an organization the individual in question need to return it to a similar office of a similar organization however on the off chance that the individual is new in the area him won't be able to do that it will exercise in futility in scanning for the office. In the online vehicle rental framework the leaseholder can choose whether he needs to retune the vehicle or he needs the vehicle to be taken from where he is , it tends to be lodging, air terminal, shopping center or some other area he can predefined the area on the web and the vehicle will be gotten from him. à ¢Ã¢â€š ¬Ã¢ ¢ Insufficient income Lin-in, H., and Tao, Q. (2011) depicted that vehicle leasing organizations in specific zones incapable to get adequate income for development. This issue is expected to focusing on a restricted district in light of the fact that the pace of offer increments dependent on the zone of the organization it is situated in if the organization is constrained to its territory as it were. In online vehicle rental framework there will be no limits, the organization can focus on any area and get income from any piece of the zone or even nation if the nation isn't in a greater size like Emirates or Maldives. à ¢Ã¢â€š ¬Ã¢ ¢ Rejection because of brief timeframe outline As per Guerriero, F., Olivito, F. (2011) so as to build the income, organization with constrained vehicle doesn't lease the vehicle for a day or barely any hours. As a result of restricted territory of work organization doesn't give their vehicles for brief timeframe to expand their income which make it hard for the explorer to look through vehicle leasing organization after he have reached to the obscure nation or area. As the online vehicle rental framework permits explorer to book the vehicles on the web. An individual doesn't generally need to experience this sort of issues as an individual will get the vehicle when the individual shows up. Research Aims Objectives 4.1 Aims To make an online framework, that will permit explorers to effectively lease a vehicle. It will likewise permit client to choose the vehicle as indicated by their necessity and contrast it and different alternatives of vehicles. Make it simple for an explorer to return the vehicle on remote areas. Taking care of the manual planning issue as each exchange will be done on the web. 4.2 Objectives Is to make a solid web base online framework on which client can get to utilizing web from anyplace. To utilize programming devices in usage, this will help in actualizing highlights for simple access. Permit framework clients to take an interest in the beginning periods of improvement so the result will be client arranged. Research Questions There are two classifications in which the analyst has grouped the inquiries. 5.1 Domain inquire about Questions How the framework will help in vehicle planning? How the framework will influence the activity of the leasing organization? How the proposed framework is unique in relation to existing frameworks? How to incorporate online installments by charge cards? 5.2 Technical research question Which scripting language can be utilized for the proposed framework? Which information base framework can be utilized for the proposed framework? How the diverse element can be executed into the framework? Which web writing programming can suits best of the framework? Research Design 6.1 Domain Research The exploration in area research will be led from writing source like diary, eBooks, white papers and library books. Moreover research will be finished by utilizing on the web assets, for example, IEEE Xplore, Google Scholar and my Athens. 6.2 Technical research Mostly Web assets, for example, eBooks and diary will be utilized in leading specialized research. Research Plan Individual Reflection 7.1 Facts discovering Methods The reality discovering strategy which the specialist will utilize is survey and meeting fac

What makes me an MIT student

What makes me an MIT student I had lunch with the ever-dashing Ben Jones today. I hadnt seen him in more than a month, and the time had come to catch up on MIT happenings and other life events. Of course, our conversation arrived at the topic of blogging. I want to reflect on a couple of points this commentary is perhaps more relevant to those readers who have followed on the longer term than, say, to the first-time visitor. Bearing that in mind The MIT admissions blogs are, as a whole, supposed to convey a diverse representation of student life, providing prospective students and applicants with a reasonably complete picture of what its like to be here. We have a mixture of the prolific and the poignant, catering to all tastes and personalities, from the bubbly and social to the more introspective. Thats fairly representative, right? Sure, nothing new there. Some folks prefer to put their lives up in pictures, detailing the events they attend, the reality shows and situation comedies they follow, the activities of their friends and the birthday cakes they bake. Some also view blogging primarily as a job yes, a fun one at that, but a job nonetheless. And others dont. Maybe they dont watch Lost or 24 (seriously, are those TV shows?), and maybe they arent first or even last in line at the free finals breakfast or Student Center study break. Thats me. I dont even own any MIT apparel! Honestly, if I went into Boston (or anywhere off campus, really) proudly wearing a MIT shirt, Id feel like I was being immodest or something. Not everyone can get into this school, and besides, its not the first thing I identify with when I think about who I am and how I want to be portrayed. MIT student? But Anthony is so much more than that. So how do I pick which advertisement shirt to wear? I dont I just wear something tasteful and solid. I dont want the w orld knowing where I go to school when Im on the subway or at the market. What gives me pause, you see, is the thought that I, personally, am representative of anything at MIT. There are two 09 bloggers (so far), and Im one of them, so one would think Id have to be a true ambassador of my classmates. And indeed, when I first came to the Institute last fall, I thought Id finally found my place. For the first time ever, I told myself, Id have a true peer group: one I could relate to, share experiences with, and ultimately consider to be my friends. I thought Id fit right into the environment, finally establishing a comfort zone of my own design. And to be true, most people do find this balance and get comfortable. But I guess you cant fight destiny. Much of my first year was unconventional because I didnt make school my reason for living. I came in with an existing, established life and set of priorities, and school was just yet another thing on my plate. Even in high school (which sort of seems like ancient history now! 1999-2003), I never really called myself a student, particularly toward the end. I got my fill of what the state required from 7:30 to whenever, performed some practical joking and enjoyed some camaraderie, and then I left and conducted business as usual. That business was often both figurative and literal at the same time, as my personal interests and practical obligations always tended to cross paths. And yes, now MIT is in a different ballpark, and my philosophy has had to shift a bit in order to satisfy this demanding academic setting, but I cant change who I am. I feel sort of guilty with specific reference to the blog, because Ive held back large segments of my life that have nothing to do with MIT. Really, much of my life has nothing to do with MIT, as most of the things in which Im involved are very external to the school. (This is changing, but the external activities always receive precedence. Why? Because theyre more important in the bigger picture.) Freshman year was painful in that I had to finally confront the split, because nothing I was doing in the classroom had any direct relevance to what I feel is my singular path, yet it was taking a lot of my time that I wasnt giving willingly. (This might not be so glamorous, but people, if you know exactly what you want to do with your life, get ready for the Great Injustices, er, the General Institute Requirements, to dine on your soul for a little while.) If MIT is going to work for me, Ill have to sew together the pieces of a students life and my life to create some sort of streamlined amalgam. So what am I to do if I cant change who I am? I decided to keep things unconventional, with a few adjustments. I picked a major whose department has a total of less than twenty undergrads, and Im selecting a course focus (transportation) that isnt even really established yet. When I say Course 11, Im often asked whats that one again? But I love what Im doing, it fits into the rest of my life very cleanly, and strong career prospects arent a problem so it doesnt matter, and I make no apologies. I leave campus at every possible opportunity (though I enjoy living on campus), maintain copious contact with fine conversationalists on the outside, and generally do everything possible to avoid getting sucked into the cocoon of thinking that MIT is the entire world, the veritable vacuum that keeps some alumni coming back to their former undergraduate dormitories on a daily basis. We live on a planet of innumerable experiences and many hundreds of countries, and as long as I have the resources and power to do so, I refuse to become complacent, letting any intermediate stop overtake the journey. Knowing I cant evade the GIRs, Im structuring them a bit differently into my overall schedule than most would. There is nothing wrong with this (-cough cough-, just like theres nothing wrong with not taking your swim test when the orientation planners demand), and in doing so I can preserve a more interesting mix of classes at any given time. After the first semester, I realized that I never again wanted to take a majority of courses in a term that I didnt elect. Choosing a major with few requirements certainly helped I doubt I could pull that off in some departments with a laundry list of mandatory classes. Happiness is really important whats wrong with being at MIT and not being dominated on a daily basis by your problem sets? Too unconventional? Basically, at every opportunity, Im making MIT fit my mold, instead of the all-too-common opposite. But lets get back to the blog. I said that Ive withheld large segments of my daily goings-on because I didnt feel they were worthy of space on an admissions site. You all are trying to get a sense for what MIT is like perhaps just what college in general is like and my random trips here and there, my business meetings, my love affair with rail travel (not with trains themselves please dont be confused), my philosophies and feelings and activities that arent directly Institute-related these things all form a package so uniquely mine that I have assumed it to be more helpful to the masses if I stay on the topic of MIT life and admissions. But you know what? All of that stuff is part of my college experience too. Ive been to DC three times in the past week, all by train (for free have to love working for the railroad), Ive had some great meals in interesting places both around Boston and elsewhere, Ive gotten some great advice from a host of individuals both internal and external to MIT, Ive worked on some pretty fascinating (to me) projects, I was the primary developer on a project that just won a large grant, and I will say that I am truly enjoying the ride, for better or for worse. Whether or not it has anything specifically to do with SAT scores, dorm room towel racks or midterm examinations, its still one persons MIT experience, and thats what Im here to provide. So now I pose the question to the long-term readers, the ones who I see in the visitor logs every day, the ones who may or may not have me RSSed and who may or may not ever leave comments or any other traces of their attention. Yes, Im looking for the invisible folks to come out of the woodwork, because Im genuinely curious. What do you appreciate about, specifically, my approach to the blog what do you enjoy (or dislike) and what keeps you coming back? What are you looking for? Do you want primarily admissions/MIT-centric commentary (with the mix of weighing in on the more personal things that Ive done throughout the year), do you want the entire college experience, or is there a more desirable middle ground? (Keep in mind that I lack the capacity and interest to provide details ad nauseam about every little thing that happens between dawn and dusk, a common tactic on personal blogs of people everywhere. I wouldnt want my life under such a microscope to begin with.) Basically, what Im asking is, what do you find interesting what is worth recording in this chronicle, and what is best left to my own amusement? Whats the right path for the upcoming year of blogging? Come out from the woodwork, if you please you dont have to leave your name, even though you have mine. :-) It might be helpful if you mention whether youre a student or a parent, though, to put things in perspective.

Critical Analysis of Plato’s Apology 40c-42a - 2143 Words

Critical Analysis of Plato’s Apology 40c-42a Plato’s Apology is one of the most well-known pieces of Plato’s writing today, perhaps due to a certain dramatic style and context that can appeal to any reader. The ‘Apology’ is the defence speech of Socrates before the court at a trial for his life. He has been accused of deliberately corrupting the young and of non-belief in the Athenians’ gods. It is widely accepted that this is a true event, Socrates was tried, found guilty and put to death. What is not known for certain is the accuracy of Plato’s account of his defence. David Leibowitz tells us that the Greek title is ambiguous and could mean a defence speech either for or by Socrates. From this it is hard to discern if the Apology as†¦show more content†¦Socrates supposes that anyone, private person or Great King, would have fewer days or nights more pleasant than a night of dreamless sleep. The reference to the Persian King lends emphasis to his theory in that the Persian ki ngs were often seen as a paradigm of worldly happiness . If even a man such as this would prefer a night of dreamless sleep to most of his other days then it must surely be a very pleasant thing. Socrates ignores here the issue that this sleep would be endless, so leaving the sleeper unable to ever appreciate it in the only way humanly possible, by contrast to other nights and days. Another interesting interpretation of the king as example is raised by T.G. West. He suggests that the Persian King might prefer to be asleep than awake due to a faulty way of life. Tarrant tells us the King is a paradigm of worldly happiness but West calls him a â€Å"paradigm of someone who cares for money and his body instead of how his soul will become the best and most prudent possible† . If we accept this interpretation it would seem that Socrates is making a subtly ironic comment on the good of death, that it is merely good for someone whose life is unsatisfactory. If this is truly Socrates’ view, has he inadvertently told us that his life is unsatisfactory? If so it surely cannot be for the same reasons as a political man such as the king who has neglected the

Compensation for Live Organ Donors - 1974 Words

Compensation for Live Organ Donors HU 280 – Bioethics February, 19, 2012 Compensation for Live Organ Donors Currently, there are over 100,000 people on the United Network for Organ Sharing (UNOS) waiting list for organ transplantation (2012, Transplant Trends). Only 26, 246 transplantations occurred between January and November of 2011, (UNOS, 2012, Transplant Trends). There is a huge contrast in the number of people needing organs and the number of organs actually available for transplantation. This lack of organs creates a serious dilemma regarding how to increase the supply of organs for transplantation. So far, many of the efforts to increase organ donation have focused on the procurement from deceased donors;†¦show more content†¦It does not seem right that an organ donor should be expected to risk their health and life with absolutely no consideration afforded to the potential consequences that may be inflicted upon the donor. Considering all of the risks a donor must take on, it only seems fair to provide some sort of compensation for their actions. Justice theory focuses on the rights persons are entitled to, while also taking into considerations the duties imposed on persons in society (Parks, 2010, p. 10). Duties are the actions that are required of citizens living within a community as part of their social contract (Parks, 2010, p. 10). Although being altruistic and donating an organ to another human being is the current process utilized for obtaining organs, it is not necessarily a citizen’s duty to do so. Since donating organs is not a duty that citizens must uphold, it only makes sense that these persons should be compensated for their actions. The current process of altruism may actually inhibit those who would otherwise donate if some sort of compensation was offered. Not everyone can afford to miss 1-2 months of work, develop debilitating health concerns, or run the risk of losing health insurance. These issues are easily overlooked when donating to a relative, but sometimes even having a relative in need is not enough. Consider the following example: A potential donor has a sister in need of an organ, but that donor is also a single mother raising aShow MoreRelatedPersuasive Essay On Organ Donation1371 Words   |  6 PagesOrgans found on the black market are often taken from the body of an unwilling victim. People going about their business abducted and violated to make some extra cash, which could be obtained legally if compensation for donors were legal. In 2005, about one thousand two hundred people died waiting for a kidney transplant, something that could have been prevented if only there wasn’t an organ shortage. 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Succubus Blues CHAPTER 17 Free Essays

I woke to the sound of Aubrey purring in my ear. Sensing my consciousness, she moved closer and licked the part of my cheek near my earlobe, her whiskers gently rubbing against my skin. It tickled. We will write a custom essay sample on Succubus Blues CHAPTER 17 or any similar topic only for you Order Now Squirming slightly, I opened my eyes. To my astonishment, light, color, and shapes came through to me – albeit in a blurred, distorted manner. â€Å"I can see,† I muttered to Aubrey, trying to sit up. Immediately, myriad aches and pains screamed all over my body, making the motion difficult. I lay stretched out on my couch, an old afghan tossed over me. â€Å"Of course you can see,† Jerome’s cold voice informed me. Aubrey fled. â€Å"Though it’d serve you right if you couldn’t. What were you thinking, looking at an angel in full form?† â€Å"I wasn’t,† I told him, squinting at his dark-clad shape pacing in front of me. â€Å"Thinking, that was.† â€Å"Obviously.† â€Å"Lay off,† came Carter’s laconic voice from somewhere behind me. Straightening up and peering around, I made out his fuzzy form leaning against a wall. Peter, Cody, and Hugh also stood nearby in the room. It was a regular, dysfunctional family reunion. I couldn’t help but laugh. â€Å"And you were there, and you were there†¦Ã¢â‚¬  Cody sat down beside me, his features materializing into sharp focus as he leaned in to study my face closer. Gently, he ran a finger along one of my cheekbones, frowning. â€Å"What happened?† I sobered up. â€Å"Is it that bad?† â€Å"No,† he lied. â€Å"Hugh was worse.† The imp made a nondistinct noise across the room. â€Å"I already know what happened,† snapped Jerome. I didn’t need to see the demon’s face in detail to know he was glaring at me. â€Å"What I don’t understand is why it happened. Did you actually try to come up with the most dangerous situation possible? ‘Hmm, let’s see†¦ dark alley, no one around†¦ ‘ That sort of thing?† â€Å"No,† I shot back. â€Å"I wasn’t thinking of that. I wasn’t thinking of anything except getting home.† I related the evening’s events to the best of my ability, beginning with the footsteps, ending with Carter. When I’d finished, Hugh sat down in an armchair across from me, pensive. â€Å"Pauses, huh?† â€Å"What?† â€Å"The way you tell what happened†¦ you got hit, pause, then another one, pause, then another one. Right?† â€Å"Yeah, so? I don’t know. Isn’t that how fights work? Punch, draw back, get ready for another? Besides, we’re talking about breaks of, like, a second or so. Not real breathing time.† â€Å"There was nothing like that for me. I had slashing too. It was an onslaught. A stream of blows, continuously. It defied understanding or ability. Definitely supernatural.† â€Å"Well, so was this,† I countered. â€Å"Believe me, I couldn’t fight against it. It wasn’t some mortal mugging, if that’s what you’re suggesting.† Hugh simply shrugged. Silence fell, and I gave the imp a sidelong glance to the best of my limited vision’s ability. â€Å"They’re looking meaningfully at each other, aren’t they?† â€Å"Who?† â€Å"Carter and Jerome. I can feel it.† I turned to Carter, suddenly wondering if my trip last night had been for naught. â€Å"I don’t suppose you salvaged the shopping bag I had on me?† Walking over to my kitchen counter, the angel produced a bag and tossed it to me. My depth perception still off, I missed, and the bag bounced off the couch onto the floor. The book slipped out. Jerome snatched it up in an instant and read the title. â€Å"Fuck me, Georgie. Is this why you were out skulking in dark corners? This is what you nearly got killed for? I told you to lay off the vampire hunter investigating – â€Å" â€Å"Oh come on,† cried Cody, jumping up in my defense. â€Å"None of us believe that anymore. We know there’s an angel doing this – â€Å" â€Å"An angel?† I heard heavy amusement and even a scoff in the demon’s words. â€Å"No mortal did that to me,† I agreed hotly. â€Å"Or to Hugh. Or to Lucinda. Or to Duane. It was a nephilim.† â€Å"A nephi -what?† asked Hugh, startled. â€Å"Isn’t that a character on Sesame Street?† Peter spoke up for the first time. Jerome stared silently at me for a moment, then finally demanded, â€Å"Who told you about that?† Not waiting for an answer, he turned toward the angel. â€Å"You know you’re not supposed to – â€Å" â€Å"It wasn’t me,† retorted Carter mildly. â€Å"I’m guessing she figured it out on her own. You don’t put enough faith in your own people.† â€Å"I did find out on my own, though I had help.† I briefly detailed my string of leads, how one had led to another, from Erik to the book at Krystal Starz. â€Å"Shit,† muttered Jerome, after listening to my spiel. â€Å"Fucking Nancy Drew.† â€Å"Okay,† said Peter, â€Å"compelling chase or no, you still haven’t told us what a nephilopogus is.† † Nephilim,† I corrected. Hesitantly, I looked at Jerome. â€Å"Can I?† â€Å"You’re asking me for permission? How quaint.† Taking that as acquiescence, I began uncertainly, † Nephilimare the offspring of angels and humans. Like in that passage in Genesis. Where the angels fell and took human wives? Nephilim are the result. They have certain abilities†¦ I don’t know all of them†¦ strength and power†¦ like Greek heroes†¦Ã¢â‚¬  â€Å"Or like major nuisances,† added Jerome bitterly. â€Å"Don’t forget that.† â€Å"How so?† Hugh asked. I continued when Jerome didn’t. â€Å"Well†¦ what I read said they used to cause strife and slaughter among humans.† â€Å"Yeah, but this one’s not going after humans,† pointed out Peter. Carter shrugged. â€Å"They’re unpredictable. They don’t play by anyone’s rules, and honestly, we’re not really sure what this one’s intentions are. It’s playing a game, that’s for sure, what with its attacks on random immortals and that note it sent Georgina.† â€Å"Two notes,† I corrected. â€Å"I got another one just before Lucinda died, but I was with Seth all night and didn’t read it until the next day.† Hugh and the vampires turned to stare at me. â€Å"You were with Seth all night?† asked Cody, astonished. â€Å"Which one’s he again?† Hugh asked. â€Å"The writer,† provided Peter. The imp regarded me with new interest. â€Å"What’d you do ‘all night’ then?† â€Å"Can we not discuss Georgina’s love life right now, fascinating though it may be?† Jerome gave me a speculative look. â€Å"Unless, of course, this Seth person is someone of strong moral character and principle whose life energy you plan on stealing soon in support of the greater cause of evil and its goals.† â€Å"Right on the first, not on the rest.† â€Å"Damn it. I need a drink.† â€Å"Help yourself.† Jerome wandered over to my liquor cabinet and sifted through its contents. â€Å"So how can we spot this nephilim ?† asked Cody, getting us back on track. I glanced uncertainly at Carter and Jerome. I didn’t know any of the technicalities. â€Å"You can’t,† the angel announced cheerfully. â€Å"They can hide their signature too, then. Like higher immortals. â€Å" He nodded back at me. â€Å"Yes, they have the worst characteristics of both their parents. Ample power and pseudo-angelic abilities, mixed with rebelliousness, a love of the physical world, and poor impulse control.† â€Å"How much power?† I wanted to know. â€Å"They’re half-human, right? So half the power?† â€Å"That’s the clincher.† Jerome looked much more cheerful with a glass of gin in hand. â€Å"It varies wildly, just as each angel has a different level of power. One thing is clear: Nephilim inherit a lot more than half their parent’s power, though they can never exceed it. It’s still plenty – which is why I’ve been trying to knock sense into all of you to stay clear. A nephilim could easily blow one of you out of the water.† â€Å"But not one of you.† Peter spoke the words more as a statement than a question, despite the uncertain note lacing his voice. Neither angel nor demon responded, and another piece clicked into place for me. â€Å"That’s why you guys are going around with your signatures masked. You’re hiding from it too.† â€Å"We’re merely taking appropriate precautions,† Jerome protested. â€Å"It ran from you,† I reminded Carter. â€Å"You must have been stronger than it.† â€Å"Probably,† he agreed. â€Å"I was more concerned with you, so I didn’t get a good sense. An angel in full form will freak most beings out – it’ll kill a mortal – so I could have been stronger than it or not. Hard to say.† I didn’t like that answer, not at all. â€Å"What were you doing there anyway?† The angel’s trademark sarcastic smile appeared. â€Å"What do you think? I was following you around.† I started. â€Å"What? Then I was right†¦ that day at Erik’s†¦Ã¢â‚¬  â€Å"Afraid so.† â€Å"My God,† said Peter, amazed. â€Å"You really were on to something, Georgina. At least about him stalking you.† I felt semivindicated, even if Carter obviously didn’t seem to be the culprit anymore. Hugh had been right in accusing me of bias. I had really wanted Carter to be the responsible party for all these attacks, as a sort of payback for all the times he’d mocked me. His timely intervention in the alley only muddled my opinion of him now. Carter explained, â€Å"After realizing that first note was probably from this nephilim, I thought it’d be prudent to pop in once in a while since our friend here seems to have an especial interest in you. My intention was to catch him or her off-guard, not to help you, though I’m happy to have been able to. Plus, that day at Erik’s†¦Ã¢â‚¬  He looked over at Jerome. The demon threw his arms in the air. â€Å"Sure? Why not? Tell them. Tell them everything. They already know too much.† â€Å"Erik?† I prompted. â€Å"This thing, this nephilim†¦Ã¢â‚¬  Carter paused thoughtfully. â€Å"This being knows a surprising amount about us and about the immortal community.† â€Å"Well†¦ it’s like you said, right?† asked Peter. â€Å"This nephilim would find one of us and follow him or her around.† â€Å"No. I mean, yes, that’s possible, but evidence indicates this one knows much more than simple surveillance might give it†¦Ã¢â‚¬  â€Å"For Chrissake,† Jerome snapped, â€Å"if you’re going to tell them, tell them. Stop speaking in riddles.† The demon turned to us. â€Å"He’s saying this nephilim is working with a leak. Someone’s feeding it information about the immortal community here.† Cody caught the insinuation just as I did. â€Å"You think Erik’s doing it.† â€Å"He’s the strongest suspect,† admitted Carter apologetically. â€Å"He’s been here for decades, and he has the talent to sense immortals.† â€Å"And to think, he spoke so well of you,† I murmured, feeling aghast. â€Å"Well, you’re wrong. It’s not him. Not Erik.† â€Å"Don’t get huffy about it now, Georgie. He’s not our only lead, just the most likely.† â€Å"And I don’t like it any more than you,† the angel added. â€Å"But we can’t dismiss any possibilities. We need to neutralize this nephilim threat soon. It’s out of hand; we’ll get outside involvement before long, and that’s always a pain.† â€Å"Then why aren’t you letting us help you?† I cried. â€Å"Why all the secrecy?† â€Å"Are you deaf? It’s for your own protection. This thing could blast you to Armageddon!† Jerome downed the rest of his gin in a flurry. I didn’t buy it. There was more than just our safety at stake here. Jerome still hadn’t come clean. â€Å"Yes, but – â€Å" â€Å"The committee meeting is over,† he interrupted me icily. â€Å"Would the rest of you excuse Georgina and me?† Oh shit. I looked desperately at my friends, hoping they might stay and defend me, but they all scurried out. Cowards, I thought. None of them would cross Jerome when he spoke like that. Okay, I wouldn’t have either in their shoes. Carter, I noticed, did not leave. The directive apparently did not apply to him. â€Å"Georgie,† began Jerome carefully, once the others were gone, â€Å"you and I seem to be facing off more often than not lately. I don’t like it.† â€Å"It’s not exactly facing off,† I noted, squirming uneasily, recalling his display of power at the hospital and threat to â€Å"stash† me somewhere. â€Å"We’re just having differences of opinion lately.† â€Å"Differences that can get you killed.† â€Å"Jerome, this can’t possibly just be about – â€Å" â€Å"No more.† A wall of power slammed into me, throwing me back against the couch. It was like one of those carnival rides where people stand along the sides of a round room that spins faster and faster until inertia pins everyone’s limbs to the walls. Moving became agony. Even breathing was a struggle. I felt like Atlas, bearing the brunt of the world’s weight. Jerome’s voice boomed inside my head, and some brave part of me cursed his parlor tricks, even as the rest of me recoiled. I need you to listen to me for once without constantly interrupting. You cannot keep poking around here. Doing so calls attention to yourself, and you already have a lot more of it on you from this nephilim than I would like. I neither need nor want a new succubus. I’ve grown accustomed to you, Georgina. I do not want to lose you. I am more lenient with you than I should be, however. You get away with things no other archdemon would allow. I haven’t minded indulging you thus far, but things can change – especially if you continue to be insubordinate. I can have you transferred somewhere else, away from this cozy delusion of a human life you’ve established. Or I can call Lilithin and report your behavior to her directly. I’m sure she’d he happy to do a little retraining with you. My heart stopped at the mention of the Succubus Queen. I had met her only once, when I first joined the ranks. That encounter, rather like seeing Carter in all his angelic glory, was not an experience I wanted to repeat anytime soon. Do you understand? â€Å"Y-yes.† Are you sure? The pressure increased, and it was all I could do to manage a weak nod. The psychic cage abruptly dropped, and I slumped forward, taking in deep breaths. I could still feel where his power had touched me, rather like a tactile version of the afterimage one sees with a camera flash. â€Å"I’m glad you understand, and I’m sure you’ll also understand if I don’t entirely believe you. It’s part of the nature of our side.† â€Å"Is this†¦ is this the part where you stash me somewhere?† He chuckled softly. Menacingly. â€Å"No. Not yet at least. Frankly, I think you just need a little supervision to stay out of trouble. I’m also not entirely convinced you and the nephilim merely have a passing relationship.† A retort was on my lips, but I bit it off, my skin still burning. â€Å"I’d have one of your friends do it, but I don’t doubt you could wrap any of them around your smallest finger. No, you need babysitting by someone who won’t bend, who won’t fall for your tricks.† â€Å"Tricks? Who then?† For a minute, I half thought he referred to himself until I noticed Carter’s smug smile. Oh man. â€Å"You can’t be serious.† â€Å"It’ll ensure you toe the line, Georgie. What’s more, it will keep you alive.† â€Å"You’re practically our best lead at the moment,† Carter explained. â€Å"This nephilim has some interest in you, even though that interest seems to have shifted a bit from note-passing to assault.† â€Å"Carter will be ready if it tries to finish what he interrupted. He can also shield your apartment from prying eyes.† â€Å"But it’ll sense him when we go out – † I tried weakly. â€Å"No more than you can now,† Carter reminded me. â€Å"And I’ll be invisible. A ghost at your side. An angel on your shoulder, if you will. You won’t even know I’m around.† â€Å"Jerome, please, you can’t do this – â€Å" â€Å"I can, and I will. Unless, like I said, you want me to have a chat with Lilith ?† Damn him. The threat of Lilith was stronger than any potential stashing, and he knew it. â€Å"Good. If there’s no further discussion then, I’ll take my leave and let you two get situated.† Jerome glanced between us, dark eyes resting on me a moment. â€Å"Oh, by the way. Do check yourself out in a mirror at some point.† I scowled, thinking of Cody’s scrutiny of my injuries. â€Å"Thanks for reminding me.† â€Å"What I’m reminding you of is that you’re a succubus. Those bruises are a manifestation of believing you’re human. You are not. You have to feel them, but you don’t have to wear them.† With that, the demon vanished in an eye blink, leaving a faint smell of brimstone in his wake that I suspected was pure showmanship. â€Å"So, do I get the couch?† Carter asked me cheerfully. â€Å"Go to hell.† I left the room to go check out my reflection. â€Å"Hardly a nice way to treat your new roommate.† â€Å"I didn’t ask for your – â€Å" I stopped halfway down the hallway. I’d spent the last couple of weeks suspecting Carter of murder and other terrible things; I’d spent the last half-century hating him as a person. Yet he’d just saved my life, and I hadn’t uttered one word of thanks. I turned toward him, dreading what I now had to say. â€Å"I’m sorry.† He wore a look similar to the one Jerome had had when I asked his permission earlier. â€Å"Really? For just now?† â€Å"For not thanking you earlier. For saving me out there. I mean, I’m not happy about you shacking up here, but I am grateful for what you did then. And I’m sorry, too, if I haven’t exactly been†¦ nice to you.† The angel’s expression was unreadable. â€Å"Glad to have helped.† Not knowing what else to say, I turned and kept walking. â€Å"What are you going to do now?† he asked. I paused again. â€Å"Look at the damage and then go to bed. I’m tired. And I hurt.† â€Å"Aw, no slumber party games or popcorn? No makeovers?† â€Å"Don’t take this personally, but you could use a makeover. You look like a refugee. Why†¦Ã¢â‚¬  I swallowed and rephrased my words as I studied him. â€Å"When I saw you out there, on the street, you were†¦ you were so beautiful. The most beautiful thing I’ve ever seen.† My voice came out as a whisper. Carter’s face turned grave. â€Å"Jerome’s the same way, you know. In his true form. Just as beautiful. Angels and demons come from the same stock. He chooses that John Cusack wannabe shape by choice.† â€Å"Why? Why does he do that? And why do you choose to look like a junkie or a bum?† The edges of the angel’s lips turned slightly upward. â€Å"Why does a woman who claims she wants to avoid the attention of nice men choose a form that makes everyone around her do a double take and stare?† I swallowed again, lost in the far reaches of his eyes, but not in the same way I had been lost in Roman’s or Seth’s eyes. It was more like the angel could see all the way through me, through all of my facades, down to my soul or what remained of it. With great effort, I broke that scrutiny, turning back toward my bedroom. â€Å"No one is punished forever,† he told me gently. â€Å"Yeah? That’s not what I hear. Good night.† I went into my bedroom, closing my door behind me. Just before it clicked, I heard Carter call, â€Å"So, who’s making breakfast?† How to cite Succubus Blues CHAPTER 17, Essay examples

Thorntons chocolate Essay Example

Thorntons chocolate Paper 2.0 SWOT Analysis 2.1 Strengths 2.1.1 Manufacturing Thorntons Plc conducted their key manufacturing and selling activities in house. The ability to monitor the process of the boxed chocolate selection provides them with greater control over the manufacturing process. This has enabled them to protect the recipe of their core products. We will write a custom essay sample on Thorntons chocolate specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Thorntons chocolate specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Thorntons chocolate specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In addition, years of manufacturing in the chocolate industry has also helped to develop their manufacturing expertise. Review has also shown that Thorntons was the only possible manufacturer for 70% of its product lines. This will give them competitive advantage over other chocolate producers. 2.1.2 Quality The use of quality ingredients assured the quality of the boxed chocolate selection. It has enabled them to differentiate themselves from other chocolate producers. The company owned retail outlets provided a good quality of service by providing personalized messages on icing during special occasions. Thorntons chocolates freshness is a distinctive feature of their product. Using more cocoa butter instead of vegetable fat has also shown the quality in their products. The company has maintained the customers experience by selling fresh and quality products. 2.1.3 Brand Name Thorntons has become a well known brand to the consumers. Research survey has shown that consumers ranked Thorntons in the 5th place in their typical UK high street products. Their shops have also become part of the UK high street. 2.1.4 Products In 1925 a recipe for Special Toffee gave the business an outstanding product. Walter Willen created the original recipes for Thorntons Continental chocolate range, which became the largest selling specialist assortment of chocolates in UK. Furthermore, since these products are still around until the present day, it shows Thorntons have expertise in chocolate making. New development of French dark chocolate and Belgian milk and white chocolate selection has also been added to the Continental range. In addition, products were also expanded to include gifts for every occasion, which included chocolate scented t-shirts and New Easter eggs. With the continuous innovation of producing new products, Thorntons can overcome the problem of seasonal goods. It helps them to increase sales during peak and off peak season. 2.1.5 Technology In 1998 the company had started to install EPOS in the shops. Electronic Point of Sales will allow them to increase efficiency and have more timely performance information. It will also help them to reduce losses in the future with up to date performance information. 2.1.6 Wide Distribution Channel Thorntons have their own shops to sell their products. Besides that, they have collaborated with other retail outlets such as Marks and Spencer, Tesco and also other grocers in order to widen and strengthen their market distribution channel. Moreover, they also sell their chocolate to pubs and restaurants to broaden their market share. 2.2 Weaknesses 2.2.1 Short Lifespan of Product Thorntons chocolate does not have a long shelf life and is often unsuitable for sales in many retail outlets, corner shops, garages and some of the supermarkets. 2.2.2 Fluctuations of Demand The company faces a lot of pressure and fluctuations of demand due to strong seasonal pattern. During festive season such as Christmas and Easter, business can increase tenfold within a few days. This will lead to the inefficiency of labor and production of chocolate. 2.2.3 Extra Cost of Labor To meet seasonal demand packing staff requires the increased use of casual workers, which will lead to a fall in efficiency. Furthermore, seasonal demand also requires the use of temporary staff in retail outlets. Temporary staff often do not often have the quality and experience needed, which could lead to unsatisfied customers. In addition, the need for casual workers will also increase the cost of the company. 2.2.4 Packaging The chocolates are enrobed in chocolate rather than molded. Thus, their hand made appearance makes the packaging process less open to automation because the chocolates are not in uniform sizes. 2.2.5 Customers Expectation Franchising did not provide the customer with the same experience as shopping in a Thorntons-owned shop and occasionally it could be difficult to maintain standards. As a result of this, Thorntons could end up losing customers because they cannot meet the customers expectation. 2.2.6 Drop in Perceived Value Thorntons have made progress to develop the companys commercial customers and have broadened the range of chocolate products to suit supermarket shelves. These newly developed products to suit the commercial customers were different compared to those sold at Thorntons own outlets. They differed by style and recipe and regular customers could not be sure if they were made by Thorntons. As a result of this, it may lead to a drop in the regular customers perceived value and Thorntons itself losing their identity. Thus, they may end up losing regular customers. 2.2.7 Lost Focus in Initial Objective In 1998, Thorntons have introduced another 132 new and updated products and have widened the product range to place emphasis on count lines, which acted as a snack or impulse buy. This has attracted a wider range of customers but it also brought them into competition with products of such companies as Nestle and Cadburys. Here it shows that they have already lost focus, because they should not be competing with brands such as Nestle and Cadburys. Thorntons should have focused on their box chocolates and use their competitive advantage over others. 2.3 Opportunity 2.3.1 Use of Technology Thorntons have also made use of the internet to let customers place their orders or make online purchases, retain existing customers and also attract new customers. Besides that, online purchases can allow them to receive information quickly and determine whether certain products are favorable or unfavorable to the consumers. Furthermore, online purchases can give them time to make the chocolates and let them know how much they need to produce for the online customers. 2.3.2 Penetration to European Market Thorntons expanded their business thorough the acquisition of Gartner in Antwerp, which was their first European acquisition. After that, they used Gartners products trough Thorntons retail network well as selling its own confectioneries to the Belgium companies customers. Consequently, they acquired 2 French confectionery retailers, Candice-Martial SA and Societe Nouvelle de Confiserie. Thus, Thornton made use of the opportunities for growth through acquisitions in Europe. 2.3.3 Seasonal Sales Thorntons chocolate are highly dependable on seasonal festivals. This way, when festive seasons arrive, the sales will boom and will increase the profits. The differentiated product range suits the various demand of customers during different festive seasons. 2.3.4 Export to Other Foreign Markets Thorntons began to develop sales outside UK by exporting to Europe and Australia which had reached 300 thousand pounds. Export to these foreign markets will increase production and could achieve economies of scale. 2.4 Threats 2.4.1 Competition Against Established Companies When Thorntons wanted to attract a wider range of customers, they entered into the middle range market. The expansion of the target market has lead them into competition against established companies such as Nestle and Cadburys. Since Nestle and Cadburys are already well known in this market segment, they have already created a high barrier for Thorntons to enter. Moreover, by entering the middle range market, Thorntons which is not used to automation and mass production will lose its competitive advantage if they are in the middle range market. In other words, Thorntons will not be able to use their existing resources and advantages to compete with Nestle and Cadburys. 2.4.2 External Factors During Easter 2003, Thorntons sales was affected by the hottest summer in 30 years. In June 2003, it revealed that the companies own stores sale had increased by only 0.9%. This shows that the sales of Thorntons will be affected by external forces such as weather. 2.4.3 Other Substitutes Thorntons competed with a wide range of products ranging from 5 to 10 pounds. Specialist retailers such as Body Shop and KnickerBox provided gifts in the same price range. Besides, postal gifts such as flowers and wine were also addressed to the same market. This way, instead of choosing from Thorntons, consumers will have more choices to choose from the market and in this particular price range. 3.0 Porters 5 forces Analysis on the Chocolate Industry in UK The five forces framework helps identify the sources of competition in an industry or sector. (Johnson Scholes 2002, pg 112) 3.1 Threat of Entry There are many factors which will lead to the threat of entry. These factors are economies of scale, product differentiation, capital requirements, cost advantages of independent size, access to distribution channels and government regulations. 3.1.1 Product Differentiation In this case, it is mentioned that the UK confectionery market is highly competitive with a great deal of product and packaging innovation. In addition, the chocolate market has many sub-sectors. This shows that the chocolate industry in UK has manufacturers who place great focus on product differentiation. When these chocolate manufacturers differentiate their products, it creates a wider choice for chocolate lovers and this will discourage new entries from new manufacturers. 3.1.2 Huge Capital Requirement/Economies of Scale Furthermore, in order to compete among the existing competitors in the chocolate market, those new comers will need huge capital requirement. This is because great economies of scales have already been achieved by those existing ones. In summary, the threat of entry to the chocolate industry in UK is very high. New potential chocolate manufacturers will need huge capital requirements in order to differentiate their product and to compete with the existing manufacturers which have already achieved a high economy of scale. 3.2 The Power of Supplier 3.2.1 Product Differentiation In this case, the suppliers are the ones who supply raw ingredients for those chocolate manufacturers to make chocolates. They are more powerful when they supply differentiated products, which make switching among other suppliers difficult. In this industry, the main raw ingredients such as cocoa beans are not differentiated. Thus, the buyers have the choice to switch among other suppliers because cocoa beans are not differentiated. Therefore, the suppliers do not have as much power as the buyers. 3.2.2 Substitutes In addition, when there are few substitutes among the suppliers, the supplier will be more powerful. In this case, there are a number of suppliers in the chocolate industry which will make switching among suppliers easier, making them less powerful. Examples of cocoa producers are Brazil, Ecuador, Indonesia and other countries. (Refer to appendix A) If one of the suppliers increases the price of raw ingredients, chocolate manufacturer like Thorntons can easily switch to other suppliers. This shows that the suppliers have less power in this case. 3.2.3 Suppliers Revenue Suppliers have more power when the industry represents a small portion of suppliers revenue base. In the chocolate industry, the suppliers could not afford to lose the buyers as the purchases of the buyers represent a substantial portion of their revenue. This explains that the suppliers have less power in this industry. 3.2.4 Forward Integration Suppliers are powerful when they have the capability to integrate forward. In this case, since most of the suppliers revenues are from the established chocolate manufacturers such as Cadburys, Nestle and Throntons, it is extremely difficult for the suppliers to acquire these established companies. Therefore, suppliers are not as powerful as the buyers. 3.3 The Power of Buyer 3.3.1 Product Differentiation According to Porter, backward integration can allow the firm to enhance differentiation by gaining control over the production of key inputs to be able to differentiate its products better. (Porter 1998, pg 318) In this industry, Thorntons and other chocolate manufacturers are the buyers. Buyers have power when the product is not differentiated making it easier to switch. In this case, the raw materials used to produce chocolate are such as cocoa beans, eggs, cream butter, vegetable fat and sugar. All these raw materials are usually not differentiated for the production of chocolates. 3.3.2 Buyers Purchase Moreover, buyers have more power when the buyers purchase represents a substantial portion of sellers revenue. In this case, well established companies like Nestle, Cadburys and Thorntons purchase large amount of raw ingredients from the suppliers to produce the many different types of chocolates. These purchases represent a substantial portion of the suppliers revenue. 3.3.3 Backward Integration Furthermore, buyers will be more powerful when they have the capability to integrate backwards. In this case, Thorntons has the capability to make European acquisition such as Gartner and Candice-Martial SA and Societe Nouvelle for a total of 8.65 million pounds. This shows that Thorntons has the potential and ability to integrate backwards by taking over their supplier of raw chocolate ingredients. 3.4 Substitutes There are many substitutes for the consumption of chocolates such as other confectioneries and snacks. As a gift, consumers can choose substitutes other than chocolates. For instance, in the 5 to 10 pounds price range, consumers can choose from Thorntons, Body Shop and Knickerbox. Also, during festive seasons such as Valentines Day and Mothers Day, consumers have a variety of choices to choose from like flowers, cards, CDs and soft toys. This clearly illustrates that chocolate indeed has a number of substitutes. 3.5 Rivalry When an industry has a large number of competitors and they are of similar size and power; or has high fixed costs and also high barriers of exit, it means that the rivalry is strong. 3.5.1 Number of Competitors In this case, there are many strong competitors in the UK chocolate industry such as Masterfoods, Cadbury, Nestle Kraft and Jacob Suchard. These big fours contribute more than half of the UK box chocolate market, which is 72% of total value of sales which account to approximately 503 million pounds. (Refer to appendix B) Besides the big 4, they also faced competition from other small chocolate retailers and owned labels which account for 14% of total value of sales which is approximately 98 million pounds. Furthermore, smaller more specialist chocolate brands such as Elizabeth Shaw also compete with Thorntons. On the other hand, Marks and Spencer and Sainsbury Taste the Difference who have high quality images that support the sale of own-labeled box chocolates would intensify the rivalry in the industry. 3.5.2 High Fix Cost/High Exit Barrier Furthermore, chocolate manufacturers incur high fixed cost. Any new entrants who wished to compete with those established brands in the industry will incur a high cost to purchase the machineries and facilities to produce chocolate. When they have invested such high capital in buying machineries, product differentiation and advertising, it will be very expensive for them to leave the industry. Hence, the rivalry of the chocolate industry is intense. 4.0 Strategy Implemented by Thorntons Thorntons uses the product differentiation strategy. Johnson and Scholes (2002, pg 322) states that differentiation strategy seeks to provide products or services unique or different from those of competitors in terms of dimension widely valued by buyers. Many other manufacturers make greater use of vegetable fat which results in a shelf life of over a year. However, Thorntons uses more cocoa butter in their products in order to maintain the customers experience of the fresh product. This shows that their products are different from others. Thorntons chocolates are enrobed in chocolate rather than moulded unlike other brands such as Nestle and Cadburys where they mass produce the chocolates. In other words, due to the hand made process, the chocolates represent luxury and high end if compared relatively to chocolates mass produced by Nestle and Cadburys. The creation of Special Toffee, based upon cream butter and eggs in 1925 shows that Thorntons has been applying the differentiation strategy since its humble beginning. In addition, it has self manufactured Easter Eggs, which included names and messages that added to the range of freshly made and fresh tasting confectioneries. The innovation of adding names and personal messages through the sale of easter Eggs shows that Thornton indeed tried to differentiate their products in order to enhance the quality of their service. (Generic Strategies: Michael Porter 2006) Walter Willen, the creator of Thorntons Continental chocolates became the largest selling specialist assortment of chocolates in the UK. Likewise, the continental range included a French dark chocolate and a Belgian milk and white chocolate selections. Also, in order to top the product range, a new classic traditional assortment and a Premier Selection of hand-finished chocolates were established. In other words, this shows that by differentiating the chocolates, Thorntons chocolates have became more welcomed and loved by the consumers. At Thorntons, great importance is given on product development. For instance, Thorntons repackage and re launched the classic range, adding Swiss and Austrian selection to the core Continental range and introducing an awesome American range in order to differentiate the range of its chocolates. In addition, 27 new countlines were introduced providing a five fold increase in the available range. By differentiating its products, Thorntons will broaden their target market which ranges from children to adults. Target market consists of a set of buyers sharing common needs or characteristics that the company decides to serve. (Kotler et al. 2003, pg 230) This can be seen by the introduction of the childrens themes including dinosaur eggs, fossils and Dalmatian spots. Furthermore, Thorntons introduced further 132 new and updated products which place emphasis on countlines to act as a snack or impulse buy. In other words, when product is differentiated, different segments of the market will then be targeted and thus increasing the popularity of Thorntons in the mind of young and old. Thorntons continued differentiating their products by adding additional items to their core product such as chocolate scented T-shirts and underwears; and Easter eggs on sticks that could be hidden in the garden. Furthermore, they relaunched the best selling continental selection for Christmas 1999 and a chocolate champagne bottle designed for the millennium celebrations. Not only that, they have adult eggs and novelty eggs which contained a CD when purchased. Product differentiation continues when Thorntons repositioned many of their products so that they could be associated with every occasion such as birthdays, success, exams or job changes and not only festive seasons. Additionally, the company directed towards younger women by introducing Eden, which combine exotically named flavors such as Forbidden Fruit, Grand Passion and All About Eve. With its chic packaging, it shows that packaging was also differentiated to attract this market segment. All these years, Thorntons has tried its best to differentiate its chocolates and have achieved unbelievable results. For instance, Thorntons was the only possible manufacturer for 70% of its product line due to product differentiation. Therefore, we strongly recommend Thorntons to continue and focus on the product differentiation strategy.