Analysis of the community psychology field

Analysis of the community psychology field The Swampscott conference in 1965 highlighted a growing need for psychologists to be political activists and agents of social change this conference is considered the birthplace of community psychology (Barry, 2008). The ultimate aim of community psychology is to enhance the quality of life through collaborative research and action. Community psychology consists of three dominant perspectives namely, the ecological perspective, the social constructionist perspective and the critical perspective. Community psychologists use these perspectives to structure research and formulate interventions. Community psychology focuses much attention on health and creating interventions to alleviate health concerns. Health, is not just physical well being, but is a state of complete physical and social well being and not merely the absence of disease or infirmity (Petee Asch, 1949) As the discussions progresses, the three perspectives will be explored in detail, the case study Deadly Cells: The struggle of HIV positive prisoners will then be utilized to contextualise the three perspectives in formulating HIV/AIDS health interventions within prisons. Before we dive into the complexities that underlie these interventions it is important to have an accurate understanding of the three perspectives that are considered to be the foundation of community psychology interventions. Urie Bronfrenbrenner was the first to propose the ecological model based on a nested level of analysis. Bronfrenbrenner asserted that the individual does not exist as a static entity but is at the core of various levels of analysis that are all in constant interaction with each other thus an individuals behaviour does not exist in a vacuum and is influenced by the environment. The levels of influence include: the microsystem (refers to interpersonal relations), the mesosystem (refers to interaction among the systems that the individual is involved in), the exosystem (this involves the larger social system) and the macrosystem (refers to cultural and religious beliefs). James Kelly evolved Bronfenbrenners theory by shifting the focus from the individual and the levels of analysis to develop an understanding of how human communities function (Kelly, 1966, p. 537). Kelly highlighted four important principles that govern the behavior of individuals in different contexts. The four princi ples are as follows: adaptation (individuals need to adapt to the demands of change); succession (acknowledges the history (values, culture etc.) of a context history helps understand the present); cycling of resources (this is the identification and utilization of the resources available within a context the central aim being, to focus on the strengths of the particular context and its constituents) and interdependence (change is directly proportional to the other systems, thus change in one part of the system may cause negative or positive effects in other parts of the system). The ecological perspective helps stress that systems are not static entities, thus effective interventions can only be achieved by adopting a holistic stance. Social constructionism are sociological theories of knowledge that consider how social phenomena or objects of consciousness develop in social contexts (Daniel, 1998, p. 126).Therefore, our world has been constructed, through social interactions within our environment Social constructionism has many underlying principles that help accurately understand this theoretical paradigm. Social constructionism is anti-naturalism, which according to Bruner states that: It is culture not biology that shapes the human mind that gives meaning to action by situating its underlying intentional states in an interpretive system (Gergen, 1999, p. 27).This point illustrates that there is a danger involved if we treat individuals and societies as mere objects, to probe and study (as in biology), agency and interaction need to be considered. Secondly, is the use of language. Language is not just a means of communication, but a complex tool of symbolic representation that we utilize to construct our social reality, to define roles, formulate traditions and develop unique systems of representation. Closely tied to language is the third principle of meaning. Food is food because we have socially constructed it as an edible substance within our culture we gave it meaning (e.g.: the stomach of the sheep is a delicacy in Indian culture, however in Western culture it may be incomprehensible to eat). Fourth is power, power is closely tied to the notion of discourse (Refers to how people operationalize language within a culture (Freedman Combs, 1996).The various discourses of a particular culture dominate the culture, and knowledge of such discourses create a sense of power. Power and discourse is utilized to normalize individuals within a culture. Each and every culture contains a grand narrative which can be defined as the dominant, overarching ideology that exists within a culture. Grand narratives are sustained and constructed through the use of guiding metaphors, which refers to the selective use of language to actualize our realities. The fifth principle is that there is no si ngle truth. This can be illustrated by the speech entitled The Danger of a single story, delivered by famous Nigerian author Chimamande Adichie. In her speech Adichie speaks of her childhood and the books that she read which were chiefly British and American. These books influenced her overall view of the world to such an extent that when she began writing (at 7 years old), all her characters were predominantly white and lived in their white world. It is important to note that she developed a single story of the world devoid of her African heritage. Her unilateral views were confirmed when she entered university and her American roommate was awestruck, that she, a Nigerian girl could speak fluent English. As her roommates view of Africa was nothing but poverty and war a single story of Africa. Coupled with the single story notion is the issue of power. Power is the ability not just to tell a story of another person, but to make it the definitive story of that person (Adichie, 2002) . It is evident that a single story robs all the colour of any painting. The consequence of a single story is it robs people of dignity and emphasizes how we are different than how we are similar (Adichie, 2002). The above illustration illuminates the notion that there are multiple sides to any story ,however what may be the most important side is the underlying dynamics that are absent from sight. From the above discussion on social constructionism it is clear that this perspective by no means objectifies reality, but subjectifies experiences, interactions and social construction within a particular context. Critical psychology can be understood as a metadiscipline that urges the discipline of psychology to critically evaluate its moral and political implications (Painter Terre Blanche, 2006, p. 215) Critical psychology places importance on challenging the dominant values of mainstream psychology. Critical psychology points out that the roles of professionals (e.g. politicians, psychologists etc.) are not value free roles and the values of professionals need consideration. Therefore, it is evident that critical psychology poses a much needed criticism of mainstream psychology. Critical psychology and mainstream psychology differ in the following aspects: Traditional psychology attributes problems to particular individuals and their contribution to the emergence of a problem ,conversely critical psychology identifies a problem within a particular system and the existing power differentials, secondly, mainstream psychology emphasizes individualism and capitalist values, critical psycholog y challenges this view, asserting that this view stunts the search for self-actualization and the final aspect is power. Power according to mainstream psychology is attained through professional training and knowledge, however critical psychology asserts that power should be shared and not exist within individuals. Critical psychology highlights that power can either empower or marginalize individuals and all interventions do not benefit all individuals. Thus from the above discussion it is clear that critical psychology is a coupling of the previous two perspectives with ultimate goal of freedom and empowerment. Now that a clear understanding of the three perspectives community psychologists utilize in formulating interventions has been developed, it will be used to contextualise the case study : Deadly Cells: The struggle of HIV positive prisoners The article Deadly cells, illustrate the plight of HIV positive prisoners in a South African prison (Westville). The article states that infected inmates were denied access to anti-retroviral treatment (ARVs) robbed of their human right of access to appropriate healthcare. The Department of Correction when notified of the issue responded by stating that prisoners need their identification documents (which they did not have) and that there was limited access to hospitals that would treat the prisoners. After much contention the matter reached the courts. Due to the harsh conditions (rape, unprotected sex, overcrowding, gang life etc.) in prisons, infection of the disease was exacerbated. In 2006, after much deliberation the government agreed to provide ARV treatment, however this conclusion does nothing to curb the problem of the rapid increase of HIV/AIDS victims in prisons. The above case study will now be contextualised with the use of the three perspectives discussed earlier and interventions will be suggested to alleviate the problem. A community psychologist working from an ecological perspective will define the prisoners perception of their environment, analyse the characteristics of the environment and then adopt a transactional analysis of how the perceptions and external characteristics interact to produce the problem a holistic systemic view. The researcher will spend time at the prison in a participatory manner, engaging collaboratively with the prisoners to understand their problem on various levels. The ecological intervention will promote participation and instil the belief that the affected can indeed effect change. An example of an appropriate ecological intervention to alleviate the problem of HIV/AIDS at the Westville prison includes the following: first and foremost the prisoners need to be made aware of their rights and the laws that protect their health; this can be done by running education programs. The prison staff (officers, wardens etc.) need to play a proactive role in the prevention of rap e, discrimination and the alleviation of gang fights in the prisons, this can be achieved through training programs for the staff. The issue of overcrowding within the prison needs to be referred to the authorities or community based organisations (CBOs) in order to create awareness and mass media attention. The prison authorities need to provide lubricants and condoms to prisoners teaching them to be proactive. Pressure should be put on the Department of Health for ARVs and in-house HIV/AIDS care centres by creating media attention. Lastly, an external officer needs to monitor that the interventions are in place (by weekly visits). The above suggestions emphasise that the problem is not just a health issue and in order to alleviate the problem a holistic, nested stance needs to be adopted. The social constructionist perspective differs from the ecological model as the values of the participants are central to the formation of an intervention. A researcher working from the social constructionist perspective will work closely with prisoners, in order to understand their subjective experiences, through qualitative methodologies. The researcher will search to uncover the prisoners discourses, utilisation of language and their grand narratives in relation to the causation and treatment of HIV/AIDS. Once a contextually specific view has been developed the researcher will begin to build a context specific intervention. An example of an intervention that may alleviate the problem at the Westville prison includes the following: A researcher may begin by conducting focus group interviews with the prisoners to gain an empathic understanding of the plight of the prisoners. Once a clear understanding of the problem (rape, overcrowding and the lack of proper healthcare) has been dev eloped, the researcher will then collaboratively formulate possible solutions to the problem with the prisoners. Possible solutions may include: a prisoner awareness programme carried out by the prisoners, practicing safe sex, alleviating gang violence and rape through creating awareness and reporting incidences and by involving CBOs- thus taking responsibility for their own health. The lack of medical treatment can be alleviated by forming a campaign that emphasises the disabled healthcare rights of the prisoners, the ultimate aim being to gain media attention, ultimately government fulfilment of the laws that protect prisoners. The social constructionist view places importance on the value structure within a context, once these structures have been unwrapped, they can solve the problem by building new structures that are proactive thus the answer may lie within discourses or narratives. The critical perspective differs as it is an integration of the above two paradigms with the ultimate goal of freedom and empowerment. Critical psychology like social constructionism values the subjective experiences of the prisoners and therefore, can be considered to be value-driven. A key goal of critical psychology is to transform the problem and therefore, has political connotations. The aim of the researcher begins with a transformative stance, understanding the plight of the prisoners and to empower and liberate them to action, by enlightening them on the possible solutions. An example of an intervention to alleviate the problem at the Westville prison includes: Participation Action Research (PAR) is a collaborative approach, with research aimed at social change, researcher and participants are partners and communication is central to successful intervention (McTaggart, 1997). PAR is an activist approach. The prisoners could form a mass demonstration (protest) and form allianc es with CBOs that can create awareness outside the prisons, thus jointly accessing media attention. Once attention is attained the CBOS can appeal to the relevant legal authorities and international organisations such as the United Nations and the World Health Organisation ultimately this would push the government to act. Therefore, it can be seen that the critical approach emphasises transformation and activism. From the above discussion it can be deduced that community psychology is a multidimensional field that employs the use of various perspectives namely, ecological (a holistic systemic view), social (value-driven, constructed reality) and the critical perspective (a critical, activist view). Each perspective sheds new theoretical light on the plight of the Westville prisoners all emphasising the need for stronger health systems, a need for coordination and cooperation between authorities, CBOs, prisoners and prison staff and a limited exercising of rights related to healthcare and laws protecting the well-being of prisoners. Therefore it can be concluded that community psychology with the utilization of the three perspectives can help the marginalized prisoners break free from the stigma that prisoners have dissolved their rights to healthcare.

Forensic Scientist Research Paper Essay

Definition of a Forensic Scientist There is a definition for a forensic scientist. According to Career Information Center, there is a definition for forensic scientist, â€Å"forensic scientists gather and evaluate evidence from victims, vehicles, and scenes of crimes.† â€Å"Their findings may help to convict or prove the innocence of a person accused of a crime.† Nearly all forensic scientists work for federal, state, or local law enforcement (Engineering. 126). Entry Requirements There are entry requirements to become a forensic scientist. According to Career Information Center, to be a forensic scientist, one needs at least a bachelor’s degree in physical or natural science. However, most crime labs prefer employees that have a master’s or doctorate’s degree in forensics (Engineering. 126). Working Conditions Forensic scientists work varied hours. According to Career Information Center, forensic scientist work a five day, forty hour work week. However, they are on call 24-7 and may be expected to answer late night calls. In some cases, overtime is forced on employees (Engineering. 127). Forensic scientists work in varied environments. They spend most of their time in clean labs (Engineering. 127). They may also work outdoors in all weather conditions including snow, rain and heat (Echaore-McDavid 61). Forensic scientists have to stand, bend, kneel, and crouch in awkward positions (Echaore-McDavid 61). Forensic scientists have to observe unpleasant sights such as blood and corpses (Engineering. 127). Also, there are some risks with working with weapons (Engineering. 127). In addition, forensic scientists are exposed to noxious fumes and poisons (Engineering. 127). Generally, forensic scientists work with lab partners and other branches of law enforcement such as, policemen, FBI, and judges (Engineering. 127). Pay and Benefits Forensic Scientist’s pay varies. According to Career Information Center, their earnings vary depending on experience and education. Entry level pay for a forensic scientist with a bachelor’s degree in 2005 was about $30,000 a year. The median salary was about $40,000. Experienced forensic scientists with a master’s degree earn around $70,000. Different types of forensic scientists earn different salaries. For example, a technician will make around $40,000 a year, but a forensic pathologist can earn up to $200,000 a year. Also, large crime labs use specialists, scientists who do one specific duty well. These specialists often make more money than others (Engineering. 127). Forensic Scientists get benefits. According to Career Information Center, forensic scientists get sick days and vacation days. The amount of days depends on the crime lab they work at. They are also offered medical insurance. Again, this varies with the crime lab. Forensic scientists are also offered pension plans (Engineering. 127). Advancement Forensic scientists have opportunity for advancement. Most start out as trainees where they learn how to do their job. Then, they are given more freedom and assume the duties of the other forensic scientists. A few people may be promoted to senior forensic scientist or manager of the crime lab (Echaore-McDavid 60). Typically, positions open up when other forensic scientists are promoted, retire, or if the lab expands (Engineering. 127). Also, forensic scientists may train new employees for a bonus (Engineering. 127). Outlook Forensic scientists have a very positive outlook. Jobs in forensic science are expected t raise by twenty percent in ten years, well above the national average (U.S. Dept. n.p.) Growth in the field of forensic science is tied to crime rates, high crime rates means a large amount of jobs (Engineering. 127). According to the Occupational Outlook Handbook, new technologies speed up the growth of jobs in forensic science. Furthermore, there were 12,800 jobs held by forensic scientists in 2008. The projected employment for 2018 is 15,300 jobs (U.S. Dept. n.p.). JOB DUTIES OF A FORENSIC SCIENTIST Second, there are personal qualities that are required to be a forensic scientist. There are job duties that all forensic scientists share. Also, there are job duties for different types of forensic scientists. Personal Qualities There are personal qualities that are necessary to have to be a forensic scientist. According to Law Enforcement, Security, and Protective Services, Forensic scientists must have communication skills, teamwork skills, writing skills, problem solving skills, and self management skills. Forensic scientists must also be observant, objective, detail oriented, meticulous, ethical, honest, dependable, and courteous. In addition, computer skills are recommended (Echaore-McDavid 60). General Job Duties There are some job duties that all forensic scientists share. All forensic scientists gather, evaluate, and analyze evidence and data from victims, vehicles, and crime scenes (Engineering. 126). Forensic scientists’ findings are used in court cases (Engineering. 126). They may have to train lower level or new employees (Echaore-McDavid 63). All forensic scientists may be called out to crime scenes (Echaore-McDavid 63). Technicians Forensic technicians have specific job duties. According to Law Enforcement, Security, and Protective Services, they gather physical evidence, such as bullets, weapons, and tissues from crime scenes. Technicians must also talk and coordinate with police officers at the crime scene. They note, sketch, and photograph every piece of evidence. Then the technicians send the evidence to the crime lab for further investigating. Technicians also submit accurate and well detailed reports and documentation for court cases. Technicians also maintain and use photography equipment as well as develop film (Echaore-McDavid 60-1). Latent Prints Examiner Prints Examiners have specific job duties as well. According to Law Enforcement, Security, and Protective Services, prints examiners analyze all latent prints including fingerprints, palm prints, footprints, and tire tracks. They use chemicals and plasters to lift prints from scenes of crimes. They take photographs of the prints and convert them to 3D images on a computer. Prints examiners compare these prints with known suspects, victims, and others. Examiners will write reports of their findings and may testify in court (Echaore-McDavid 63). Forensic Chemist Forensic chemists also have specific job duties. According to Law Enforcement, Security, and Protective Services, chemists use chemical analysis to examine physical evidence. They also perform tests to determine the contents of an unknown substance. Chemists make reports and may testify in court (Echaore-McDavid 65). Trace Evidence Examiner Trace evidence examiners have specific job duties as well. According to Law Enforcement, Security, and Protective Services, trace evidence examiners examine hair, tissues, saliva, blood, fluids, plastics, metals, and explosives. They work in crime labs alongside chemists and print examiners. They also develop new and better methods for examining evidence (Echaore-McDavid 65). Firearms and Toolmark Examiners Firearms and toolmark examiners have specific job duties. According to Law Enforcement, Security, and Protective Services, they handle two pieces of evidence: firearms and tools. They determine if firearms or tools were used in a crime. They make identical matches between guns and bullets, and tools and toolmarks. Firearms and toolmark examiners also determine paths of bullets and recreate crime scenes (Echaore-McDavid 69). Questioned Documents Examiner Questioned documents examiners have their own job duties. According to Law Enforcement, Security, and Protective Services, documents examiners analyze checks, currency, vouchers, contracts, certificates, wills, notes and letters. They check if documents and signatures are real or counterfeit. They determine if changes have been made to a document and determine what words were erased or crossed out. Document examiners also identify different types of inks and papers (Echaore-McDavid 71). Polygraph Examiner Polygraph examiners have specific job duties too. According to Law Enforcement, Security, and Protective Services, polygraph examiners administer polygraph tests to suspects and analyze the results. Polygraphs measure pulse, blood pressure, breathing, and perspiration during questioning. Polygraph examiners write their own questions and give them to suspects (Echaore-McDavid 76). Forensic Pathologist Forensic pathologists have specific job duties. According to Law Enforcement, Security, and Protective Services, forensic pathologists primarily perform autopsies. They answer the time of death, whether a death was caused by suicide or homicide, and cause of death. Pathologists may also have to identify bodies. They are also called out to crime scene to examine bodies before they are moved. Forensic pathologists sometimes meet with families of the deceased (Echaore-McDavid 73). ADVANTAGES AND DISADVANTAGES Third, there are advantages to having a career as a forensic scientist. There are also disadvantages. Advantages Forensic scientists have advantages for their occupation. With enough education, most forensic scientists make around $70,000 a year (Engineering. 126). They can also earn sick and vacation days (Engineering. 126). They get medical insurance (Engineering. 126). Finally, forensic science is a fast growing field. Its growth is above the national average (U.S. Dept. n.p.). Disadvantages There are also disadvantages in the field of forensic science. The occupation is very high stress. Forensic scientists may witness gruesome sights (Engineering. 126). They also put themselves at risk by working with weapons and chemicals (Engineering. 126). Also, forensic scientists are on call 24-7 and may be forced into working overtime (Echaore-McDavid 60). In addition, it takes about six years to earn a good degree, master’s degree, in forensic science (Engineering. 126). EDUCATION Fourth, there are entry requirements to get into Michigan State University. In addition, Michigan State offers a great program to study forensic science. Entry Requirements The main entry requirement for Michigan Stat is to have a better application than the other applicants. According to Peterson’s Four Year Colleges, the average high school GPA of those admitted to MSU is 3.61. Ninety-seven percent of students had an ACT score over eighteen and nine percent had a score of thirty. Seventy-six percent of students scored over 500 in reading on the SAT’s, eighty-five percent scored over 500 in math, and seventy-three percent scored over 500 in writing. Nine percent of students scored over 700 in reading, fourteen percent scored over 700 in math, and five percent scored over 700 in writing. Only seventy-three percent of applicants are admitted into Michigan State University (Peterson’s. 473). Those admitted into MSU are required to pay tuition. According to Peterson’s Four Year Colleges, on average, state residents are charged about $7,665 per year. Out of state residents are charged around $20,310. Part-time students who live in state are charged $235 per credit hour. Out of state part-time students are charged $656 per credit hour. Some financial aid is provided by MSU if necessary (Peterson’s. 473). Michigan State University Michigan State is a great college to study to study forensic science. MSU was founded in 1885 (Peterson’s. 473). The school has offered a forensic science program since 1946 (â€Å"School.† n.p.). MSU is a coed school (Peterson’s 473). The campus is 5,192 acres and has relatively easy access to Detroit and Lansing (Peterson’s. 473). Michigan State has a great college atmosphere. According to Peterson’s Four Year Colleges, fifty-four percent of students are women and forty-six percent are men. There are students studying at MSU from fifty-four states and territories. There are also students from one hundred different countries. The student faculty ration at MSU is 17:1 (Peterson’s. 473). MSU has a great athletic program. According to Peterson’s Four Year Colleges, all sports available at Michigan State are Division I except for football. MSU offers men’s football, men’s and women’s basketball, men’s and women’s track, men’s baseball, women’s softball, and men’s and women’s cheerleading. MSU also offers many intramural sports (Peterson’s. 473). Michigan State University offers many clubs to its students. MSU has a drama club, marching band, choral group, radio and television club, newspaper club, and national fraternities and sororities (Peterson’s. 473). MSU provides prime housing. On campus residency is required for a student’s freshman year (Peterson’s. 473). Coed dorms are available as well as women only dorms and disabled students dorms (Peterson’s. 473). Michigan State offers services to students. According to Peterson’s Four Year Colleges, there is a health clinic available to MSU students, psychiatric counseling, and legal services. There is also a woman’s center. MSU provides twenty four hour emergency response and transportation services. Also, self defense workshops are available (Peterson’s. 473). MSU offers top rate classes and degrees in forensic science. According to â€Å"School of Criminal Justice,† the Master’s Degree in Forensic Science is provided by the Michigan State School of Criminal Justice. Applicants for the degree must have at least a 3.0 to apply. One must also have a degree in a lesser or related field such as physical or natural science (â€Å"School.† n.p.). MSU offers a degree in forensic chemistry. To earn a degree, one must take the following classes: Advanced Analytical Chemistry II, Survey in Forensic Science, Forensic Chemistry and Microscopic Evidence, Scanning Electron Microscopy/X-Ray Analysis, and Forensic Serology (â€Å"School.† n.p.). INTERESTS AND NEEDS Furthermore, forensic science does fit my needs. It pays a decent amount of money and will give me a comfortable lifestyle. Forensic Science involves a lot of science and chemistry, which I love to do. Also, forensic scientists help people by assisting in the justice process, which I think is very rewarding. CLOSING In conclusion, forensic science is a very challenging career. If a person is interested in becoming a forensic science, it is going to take a lot more than just a love of the TV show CSI.

Lush Marketing Plan

Program: MSC Management MARKETING MANAGEMENT [pic] ASSESSMENT Submitted to: Programme Administrator: Carrie flitcroft Lecturer: Nichole Dunlop Submitted by: DATED: 19th APRIL 2012 Executive Summary This report is to provide a marketing plan and analysis of entering in uk market for lush cosmetic’s products over the next three years. This report explores and considers the various factors which impacts lush cosmetic’s product in term of entering the market.There are methods which can be taken with this organisation, were researched; the main focus will be to: †¢ Spread information about fresh handmade cosmetic product. †¢ Advertise existing products and introduce new products to the market. †¢ Expand market by existing and new products such as massage bars, shampoo bars, kids soaps, naked products †¢ Expand sales through online retailing websites, high street store. The main focus of this report is growth a three-year Marketing Plan of lush products wh ich will improve the sale of company in the UK market.The main elements of this report will include: †¢ Introduction about lush and clarify lush’s position †¢ Analyse the UK structure market †¢ Marketing objectives †¢ Marketing strategy †¢ Strategic implementation and control 1. lush and where is lush now? 2. 1 Lush Lush is a handmade cosmetics company headquartered in Poole, Dorset in the UK. In 1994, husband and wife Mark and Mo Constantine opened the first Lush store in Poole under the name Cosmetic House Limited. Lush adopted its current name on 10 April 1995.There are now more than 600 stores in 43 countries. Lush produces and sells a variety of handmade products, including soaps, shower gels, shampoos and hair conditioners, bath bombs, bubble bars, hand and body lotions and face masks. Lush uses fruits and vegetables, essential oils, synthetic ingredients, honey and beeswax in their products. In addition to not using animal fats in their product s, they are also against animal testing and perform tests solely with volunteers instead. As the company was in its early stages it has limited distribution.Now, Lush sells products in UK France, USA, Philippine, Australia and more than 38 countries, however its objective is expand in the future. 2. 2. The SWOT With the SWOT Analysis, the paper describes Lush’s internal and external environment which essential for its process of strategic planning. From a SWOT Analysis† a marketing strategy can be developed using corporate strengths, avoiding corporate weaknesses, benefits form the future opportunities and regards of future risks† (Bohm, 2009). Strength: |Weakness: | |All the products are fresh handmade |Low cash flow | |Lush only focus on making ethical products |Less marketing and advertising | |Reduce packing cost |Less outlet and store | |Environmental green products, close to nature. Prices are high considering the position they are | |Less or no artificia l ingredients | | |Wide range of products | | |Unique display style | |Opportunities: |Threats: | |People wish to use fruit and vegetable made skin care products |Less knowledge for use of lush products | |Using recycled material will increase interst from customers |Strong competition | |Against animal testing increase customer loylty |Lowing speed to made products | |Lush can develop further with in the uk and many more countries | | |Very few compatitors as sole ethical companies | | 2. 3. Lush position Through SWOT analysis (Appendix 1), Lush has low market share but high grow rate.Lush’ position can be seen in Boston Consulting Group Matrix (Figure 1). Figure 1: Lush’s position in Boston Matrix [pic] showing lush position in market Clarifying the lush’s position is very useful and essential for them to orient their objectives and do marketing planning and strategy. â€Å"There is no point deciding where your business is going until you have actually dec ided with great clarifies where we are now† (Sir John Harvey Jones, ex ICI chairman). 3. The UK structure market 3. 1. Market analysis Market analysis is determining the attractiveness of a market and looking for growth opportunities and threats related to the strengths and weaknesses of the company (Aaker, 2008). 3. 2. Customer analysis The most strategic market-planning contexts, the first logical step is to analyse the customers†(Aaker and McLoughlin, 2010, pp 26). Customer analysis is one of the important factors used to create the success of a firm as it enables firms to understand the current activities of customer and their behaviour, which helps firm to increase profits and competitive advantage in the market (Paley, 2006). Hand made cosmetics is a fairly new market which is up coming within the cosmetics industry, where the issues of production and trading can be complex. According from the survey of Mintel (2007-2008), 60% customers thinks it is important that a company acts ethically (See appendix 3). 4. The marketing objectives of lush 4. 1. MissionMission and Vision Fresh handmade cosmetics lush believes in making effective products out of fresh fruit and vegetables , the finest essential oils and safe synthetics, without animal ingredients , and in writing the quantitative ingredient list on the outside †¦ in buying only from companies that test for safety without the involvement of animals and in testing our products on humans †¦ in making our own fresh products by hand, printing its own labels and making its own fragrances †¦ in long candlelit baths, sharing showers, massage and filling the World with perfume and the right to make mistakes, lose everything and start again †¦ that its products should be good value, that we should make a profit and that the customer is always right †¦ that words like â€Å"fresh† and â€Å"organic† have honest meaning beyond marketing 4. 2. lush’s objectiv e in the next 3 years A company often plan its objectives based on the existing products and new products in existing market and new market.However, in limited report, my study only focuses on analyzing marketing strategy of Lush in the UK market. 4. 2. 1. New opportunities online Selling online may the huge potential market for Lush to afford in the UK market. The internet has been hugely important as in many other areas of retail. About 70% adults use shopping online, especially the ages from 25 to 34, the rate is around 85% (See appendix 4). In addition to online retailers, there is a growing number of websites and blogs devoted to green issues. Many of the sites give full detailed information about ethical production and the different ingredients used, websites helps to increase selling by improving knowledge about ethic products for consumers.Lush can use their own website to sell products or through big website such as Amazon or Argos in the UK. 5. Marketing Strategy If Lush w ants to achieve the above objectives, its products need to be created a successful mix of: the right product, sold at the right price, in the right place and using the most suitable promotion (Marketing Mix’ 4P). 5. 1. Promotion strategy â€Å"A retailer could stock the most attractive merchandise priced very competitively and have a convenient location but still fail to attract customers if he or she did not communication with them† (Cox& Britain, 2000). The UK structure market analyze (Part 3. 1) stated that the issue of handmade cosmatics products complicated and not all of the UK customers understand it.Therefore, promotion should be the first step Lush need to carry out before they can sell their products. The customer analyze (Part 3. 2) indicates that if Lush wants to sell their fresh hand made products, they should improve knowledge about handmade production for the customers. And the success of the Lush’s promotion are informing, persuading and remindin g customers about Lush’s handmade products through advertising, publicity, personal selling and sales promotion. a. Advertising Advertising is a non-personal communication of information usually paid for and usually persuasive in nature, about products, services, or ideas by identified sponsors through various media (Kotler, 1999).The objectives of lush’s advertising in the first year is bring lush image to the UK customer awareness. In the UK, advertising by press is popular, about 29. 6% total share in 2009 (See appendix 7). However, internet advertising has quickly developed, increase 39. 5% in 2008 (See Appendix 6). As a result, lush should focus on two advertising ways: press and internet. b. Sale promotion In short-term incentives, lush can encourage consumers by promotion activities. For example, in special holiday such as Christmas, mother’s day, valentine’s day, season sale, Lush sells online with free shipping, or discount price for old season p roducts. c. Personal sellingPersonal selling is oral communication with potential buyers of a product with the seller’s representative through face to face or telephone contact to gain benefit. Personal selling is an option help lush to improve knowledge about handmade cosmetics for the UK customers. d. Public relations (PR) LUSH has generously supported seven Small Change Fund projects in full, through the Charity Pot Program. 100% of the retail price (minus taxes) of LUSH Charity Pot hand and body cream goes directly to carefully selected charities around the world that support animal rights, environmental protection, and humanitarian concerns That is an advantage of lush to create a good image in public.Hence, public relation activities are essential in building lush brand in the UK market. Distribution strategy Distribution strategy (place strategy) refers to how an organisation will distribute the product or service they are offering to the end user. Efficient and effect ive distribution is important if the organisation is to meet its overall marketing objectives. There are three main common distribution strategies included intensive distribution, exclusive distribution and selective distribution (Hollensen, 2008). With the specific characteristics of handmade cosmetics products, lush should choose the second or the third: exclusive or selective distribution. a. Selling online (exclusive distribution)As the paper analyses in the lush objectives (Part 4. 2. 1), selling online is potential distribution channel for lush. Thus, firstly, lush need to develop their website to become more attractive with customers. Consumers can conveniently shopping with lush website like easily select, purchase even exchange or refund. The website keeps continuously updating new products and offers. Secondly, lush can sell their products through other famous shopping websites in the UK such as Amazon or Argos. Thanks to three websites, customer can faster know lush produ cts. b. Opening shops in England (selective distribution) Recently, lush only sells through 100 shops in England.But in the UK, there is high rate of consumers buying cosmetic products in high street and department store, 56% and 32% (Figure 3) Figure 3: Where they regularly buy cosmetics products, November 2000 Base: 1,526 adults aged 15+ [pic] Source: Ipsos MORI/Mintel As a result, lush should open their own more lush shops in some of big cities in England. Opening the shops in England, lush can realise in the second years of strategy. The first years, lush should focus on develop selling online and promote brand. 5. 3. Product strategy A product is anything that is offered to a market for attention acquisition, use or consumption and that might satisfy a need or want (Kotler et al, 2008). a. Developing existing product: naked solid bars Because of the reasons which were introduced in lush’s objectives (part 4. . 2), the target product which is chose as the most important p roduct in the UK market is naked solid bar products. Although lush can introduce and sell all their collection such as bathing bars, massage bars and henna bars but in the 3 years of objectives the main product lush should focus on is only naked solid bars. Product design Recently, lush has limited the number of design, naked conditioning bars, shampoo bars. lush should invest to variety products not only particular solid bars but also some liquid kind of hand made products. Product quality lush products are guaranteed high quality made from fruit and vegetables. Product featureAll of lush products are fresh handmade from fruit and vegetables. It makes the specific for Lush’s products. That is also the reason why the price is often higher. Brand Lush now is not famous brand but Lush can promote itself like Oxfam as ethical brand. b. Experimenting new product: makeup products Based on the analysis in lush objectives (part 4. 2. 3), lush can experiment new product makeup produc ts in the UK market in the third years of strategy. Preparing introduce makeup in the third year, lush need to research the UK makeup market, customer analysis, and designing in the first two years. 5. 4. Price strategy Pricing has greatest impact on immediate performance of the business (Gilligan, 2009).With particular characteristics of ethical and handmade cosmetics, price of lUSH is just right. Figure 4: lush’s price lush |TOO CHEAP JUST RIGHT | TOO EXPENSIVE In the first three years, Lush is a not well – known in the UK market, therefore, at that time, Lush should focus on promotion strategy to improve brand value in customer’s image. It can be implementation by price strategy. In the first three years, Lush can attract new customers by reducing their profit to sell their product with cheaper price. For example, the price can be changed: Figure 5: lush’s accessories price change |Old price |New price | |Bath bombs |From ? 3. 15 to ? 2. 40 |From ? 3 to ? 2 | |Snow fairy |From ? 15 to ? 13 |From ? 13 to ? 5 | |Shower scrub |? 8 |? 7 | Price is one of the most flexible elements as it can be changed quickly. Using right price is important factor for Lush to achieve their objectives. 6. Strategic implementation and control Figure 5: Implementation time table strategy |Task |2013 |2014 | | |% |% |% | | | | | | |It is important that a company acts ethically |60 |59 |61 | | | | | | |I have refused to buy products from a company of |45 |45 |45 | |which I disapproved | | | | | | | | | |I like to buy products from companies who give |41 |38 |45 | |something back to society | | | | | | | | | |I only buy products from a company with whose |19 |18 |20 | |ethics I agree | | | | Taken from the TGI survey of around 25,000 adults SOURCE: BMRB GB TGI Q4 (July 2007-June 2008)/Mintel Appendix 4: Internet penetration at home/work/place of study or elsewhere, by demographic group and working status, Internet quarterly report, 2003-08 | | Appendix 7: [pic]

Advantages of Attending an All-Boys School

Every parent wants their child to succeed, and sometimes we need to think outside the box to find the perfect path to that success. That path may be one that requires the family to look outside of the traditional public school realm to find an ideal learning environment where a child can succeed. For some boys, a traditional classroom model can provide distractions and create unnecessary challenges as they are learning. That is why some families have chosen to enroll their sons in private all-boys schools as opposed to the more traditional coed school. The Freedom to Be Himself Boys often thrive in a single sex academic setting for many reasons, ranging from academics to athletics and even social environments. With no girls to impress, boys can get on with being themselves. Conformity gives way to individuality, and boys are expected to fill all the roles on campus. There are no gender stereotypes at a single sex school, allowing the boys to feel free to explore subjects like languages and the arts without fear of ridicule. Even sexual stereotypes tend to fade into the background; youd be surprised that macho posturing can even yield to sensitive dialog. Boys and Girls Are Not the Same Boys and girls are quite different people. Educating boys and girls in single sex settings is not an assault on equal rights. Many believe that it is an opportunity which ultimately will enhance equality by allowing boys and girls to develop their own unique characters. For example, take boys and the arts. America has traditionally been a sports dominated society. Boys are taught to be jocks from birth. Sports equate with manliness. In addition, American sports teaches boys to win at all costs. Boys learn that message, then go on to apply it in their adult lives, many times with disastrous results. The divide between jocks and geeks grows as children reach adolescence. A boy who wants to play the violin or be a painter runs counter to what society expects him to be doing. Being artistic was considered unmanly. Then and now. If you are not a jock, you are a geek. In American coed schools, jocks and geeks dont mix. You are labeled as one or the other. Different Learning Styles Science has proven that each gender learns in a different manner, accelerating at different rates of learning with varying ability to process information being presented. Teachers have mastered techniques that are tailored to meet the needs of each gender, and a single-sex school allows for those techniques to be used to their fullest potential.   Opportunity and Expectation to Try New Things A single sex school allows boys to explore subjects and activities that they may never have considered at a coed school. Boys are expected to fill all the roles within the school, from class officers and student leaders to actors and artists, there is no room for gender stereotypes in an all boys school. One area that some boys may feel hesitant to explore includes the arts. Visual art, drama, and music are instead made available to students, without fear of judgment from their peers. A boys school develops a boys uniqueness and his individuality. Teachers in a boys school can teach effectively in ways which reach boys and appeal to their learning style. Visit a boys school. Talk to graduates and current students. Find out more about the advantages of attending a boys school. Its a terrific choice for many young men.