A Research On Stem Cells - 1560 Words

Rose Hercilla Mr. Hoffman Biology Viewpoint: Political Stem Cells Stem cells are cells that are undifferentiated and can develop into any kind of cell needed in the body. The most common stem cells used for research and referred to are human embryonic stem cells. They are formed in embryos to help establish the body and organs for the fetus. Scientists can now fertilize eggs in a lab, which is a process frequently used for people who have difficulties becoming pregnant naturally, also known as infertility treatment (Coghlan par. 2). The leftover fertilized eggs will go to waste or be donated by will of the patient. Often the eggs sent to go to waste will be used by scientists for their stem cells, which can infinitely multiply to the†¦show more content†¦As the modern world enters an era of new ideas and more freedoms, conservative notions are being left behind rapidly. Embryonic stem cells are found in three to five day old fertilized eggs (Vestal par. 1). The method of using stem cells from embryos is the most commonly used example to fight against stem cell research, however there are various other methods. Stem cells can also be taken from adults, found in â€Å"small numbers in most adult tissues, such as bone marrow or fat† (Mayo Clinic Staff par. 14). Another new technique, which has of late only been tested on animals, is removing one of the eight cells (blastomeres) from the embryo which developed into usable stem cells. The embryos continued the pregnancy to term at a survival rate of 49%, reportedly the same rate for other subjects who had not been tampered with (Coghlan par. 6). The credibility may appear questionable, especially because it has only been performed on mice, but scientist Bob Lanza, who has conducted this experiment, is very sure of his work: â€Å"This procedure has been done hundreds of thousands of times, so we know it has a minimal or negligible effect on the embryo† (Coghlan par. 8). However, not everyone agrees with Lanza: â€Å" ‘It is politically naive to talk about alternatives, and this terminology undermines the moral stance of scientists pursuing the other techniques,† says Arthur Caplan of the Center for Bioethics at the

History of USS Intrepid World War II Aircraft Carrier

The third Essex-class aircraft carrier built for the US Navy, USS Intrepid (CV-11) entered service in August 1943. Dispatched to the Pacific, it joined in the Allies island-hopping campaign and took part in the Battle of Leyte Gulf and invasion of Okinawa. In the course of the World War II, Intrepid was hit by a Japanese torpedo and three kamikazes. After serving with the occupation forces at the end of the war, the carrier was decommissioned in 1947. Fast Facts: USS Intrepid (CV-11) Nation: United StatesType: Aircraft CarrierShipyard: Newport News Shipbuilding CompanyLaid Down: December 1, 1941Launched: April 26, 1943Commissioned: August 16, 1943Fate: Museum ShipSpecificationsDisplacement: 27,100 tonsLength: 872 ft.Beam: 147 ft., 6 in.Draft: 28 ft., 5 in.Propulsion: 8 Ãâ€" boilers, 4 Ãâ€" Westinghouse geared steam turbines, 4 Ãâ€" shaftsSpeed: 33 knotsRange: 20,000 nautical miles at 15 knotsComplement: 2,600 menArmament4 Ãâ€" twin 5 inch 38 caliber guns4 Ãâ€" single 5 inch 38 caliber guns8 Ãâ€" quadruple 40 mm 56 caliber guns46 Ãâ€" single 20 mm 78 caliber gunsAircraft90-100 aircraft In 1952, Intrepid commenced a modernization program and rejoined the fleet two years later. The next two decades saw it serve in a variety of roles including as a recovery ship for NASA. Between 1966 and 1969, Intrepid conducted combat operations in Southeast Asia during the Vietnam War. Decommissioned in 1974, the carrier has been preserved as a museum ship in New York City. Design Designed in the 1920s and early 1930s, the US Navys Lexington- and Yorktown-class aircraft carriers were built to meet the limitations set forth by the Washington Naval Treaty. This agreement placed restrictions on the tonnage of different types of warships as well as capped each signatorys overall tonnage. These types of limitations were affirmed through the 1930 London Naval Treaty. As global tensions became more severe, Japan and Italy left the agreement in 1936. With the collapse of the treaty system, the US Navy began creating a design for a new, larger class of aircraft carrier and one which drew from the lessons learned from the Yorktown-class. The resulting design was wider and longer as well as included a deck-edge elevator system. This had been used earlier on USS Wasp (CV-7). In addition to carrying a larger air group, the new design mounted a greatly enhanced anti-aircraft armament. Construction Designated the Essex-class, the lead ship, USS Essex (CV-9), was laid down in April 1941. On December 1, work commenced on the carrier that would become USS Yorktown (CV-10) at Newport News Shipbuilding Dry Dock Company. That same day, elsewhere in the yard, workers laid the keel for the third Essex-class carrier, USS Intrepid (CV-11). As the US entered World War II, work progressed on Intrepid and it slid down the ways on April 26, 1943, with the wife of Vice Admiral John Hoover serving as sponsor. Completed that summer, the carrier entered commission on August 16 with Captain Thomas L. Sprague in command. Departing the Chesapeake, the Intrepid completed a shakedown cruise and training in the Caribbean before receiving orders for the Pacific that December. Island Hopping Arriving at Pearl Harbor on January 10, Intrepid commenced preparations for a campaign in the Marshall Islands. Sailing six days later with Essex and USS Cabot (CVL-28), the carrier began raids against Kwajalein on the 29th and supported the invasion of the island. Turning towards Truk as part of Task Force 58, Intrepid took part in Rear Admiral Marc Mitschers highly successful attacks on the Japanese base there. On the night of February 17, as operations against Truk were concluding, the carrier sustained a torpedo hit from a Japanese aircraft which jammed the carriers rudder hard to port. By increasing power to the port propeller and idling the starboard, Sprague was able to keep his ship on course. On February 19, heavy winds forced Intrepid to turn north towards Tokyo. Joking that Right then I wasnt interested in going in that direction, Sprague had his men construct a jury-rig sail to help correct the ships course. With this in place, Intrepid limped back to Pearl Harbor arriving on February 24. After makeshift repairs, Intrepid departed for San Francisco on March 16. Entering the yard at Hunters Point, the carrier underwent full repairs and returned to active duty on June 9. Proceeding to the Marshalls in August, Intrepid began strikes against the Palaus in early September. After a brief raid against the Philippines, the carrier returned to the Palaus to support American forces ashore during the Battle of Peleliu. In the wake of the fighting, Intrepid, sailing as part of Mitschers Fast Carrier Task Force, conducted raids against Formosa and Okinawa in preparation for Allied landings in the Philippines. Supporting the landings on Leyte on October 20, Intrepid became embroiled in the Battle of Leyte Gulf four days later. USS Intrepid (CV-11) during the Battle of Leyte Gulf, 1944. US Naval History and Heritage Command Leyte Gulf and Okinawa Attacking Japanese forces in the Sibuyan Sea on October 24, aircraft from the carrier mounted strikes against enemy warships, including the massive battleship Yamato. The following day, Intrepid and Mitschers other carriers delivered a decisive blow against the Japanese forces off Cape Engaà ±o when they sank four enemy carriers. Remaining around the Philippines, Intrepid sustained heavy damage on November 25 when two kamikazes struck the ship in the course of five minutes. Maintaining power, Intrepid held its station until the resulting fires were extinguished. Ordered to San Francisco for repairs, it arrived on December 20. Repaired by mid-February, Intrepid steamed west to Ulithi and rejoined operations against the Japanese. Sailing north on March 14, it commenced strikes against targets on Kyushu, Japan four days later. This was followed by raids against Japanese warships at Kure before the carrier turned south to cover the invasion of Okinawa. Attacked by enemy aircraft on April 16, Intrepid sustained a kamikaze hit on its flight deck. The fire was soon extinguished and flight operations resumed. Despite this, the carrier was directed to return to San Francisco for repairs. These were completed in late June and by August 6 Intrepids aircraft were mounting raids on Wake Island. Reaching Eniwetok, the carrier learned on August 15 that the Japanese had surrendered. Postwar Years Moving north later in the month, Intrepid served on occupation duty off Japan until December 1945 at which point it returned to San Francisco. Arriving in February 1946, the carrier moved into reserve before being decommissioned on March 22, 1947. Transferred to Norfolk Naval Shipyard on April 9, 1952, Intrepid began an SCB-27C modernization program which altered its armament and updated the carrier to handle jet aircraft. Re-commissioned on October 15, 1954, the carrier embarked on a shakedown cruise to Guantanamo Bay before deploying to the Mediterranean. Over the next seven years, it conducted routine peacetime operations in the Mediterranean and American waters. In 1961, Intrepid was redesignated as an anti-submarine carrier (CVS-11) and underwent a refit to accommodate this role early the following year. USS Intrepid (CV-11) recovers Gemini 3, March 23 ,1965. NASA NASA and Vietnam In May 1962, Intrepid served as the primary recovery vessel for Scott Carpenters Mercury space mission. Landing on May 24, his Aurora 7 capsule was recovered by the carriers helicopters. After three years of routine deployments in the Atlantic, Intrepid reprised its role for NASA and recovered Gus Grissom and John Youngs Gemini 3 capsule on March 23, 1965. After this mission, the carrier entered the yard in New York for a Fleet Rehabilitation and Modernization program. Completed that September, Intrepid deployed to Southeast Asia in April 1966 to take part in the Vietnam War. Over the next three years, the carrier made three deployments to Vietnam before returning home in February 1969. USS Intrepid (CVS-11) in the South China Sea, September 1966. US Naval History and Heritage Command Later Roles Made flagship of Carrier Division 16 with a home port of Naval Air Station Quonset Point, RI, Intrepid operated in the Atlantic. In April 1971, the carrier participated in NATO exercise before beginning a goodwill tour of ports in the Mediterranean and Europe. During this voyage, Intrepid also conducted submarine detection operations in the Baltic and on the edge of the Barents Sea. Similar cruises were conducted each of the following two years. Returning home in early 1974, Intrepid was decommissioned on March 15. Moored at Philadelphia Naval Shipyard, the carrier hosted exhibits during the bicentennial celebrations in 1976. Though the US Navy intended to scrap the carrier, a campaign led by real estate developer Zachary Fisher and the Intrepid Museum Foundation saw it brought to New York City as a museum ship. Opening in 1982 as the Intrepid Sea-Air-Space Museum, the ship remains in this role today.

Pascal The Benefits Or Drawbacks For Believing - 1695 Words

Blaise Pascal used probability theory to show the benefits or drawbacks for believing in God. Pascal believed that reason could not show if God existed or not. He proposed that people must â€Å"wager† one way or the other on the sides of believing in God. He states God will, reward whoever accepts him, and infinitely punish or abandon whoever rejects him. Pascal’s argument is wise in the aspect that it persuades people to believe in a being, without proof of this being. Pascal’s wager is stout as it appeals to people’s own happiness/self-interest, but displays a weakness as only discusses the possibility of the existence of an all-good God which can be refuted by his own statement. Pascal’s wager does a tremendous job in pitting the ideas of infinite gain and infinite loss against each other. Pascal’s wager goes as follows, if one accepts God and God exists, then a person will gain an infinite reward, but if God does not exist one will suffe r some finite loses or if one does not accept God and God exists, then a person will suffer infinite loss, but if God does not exist one will gain some finite rewards. This argument can be expressed mathematically for the acceptance of God as well, if the probability of God existing is any number greater than zero, then the infinite multiplier from God existing would result in the utility being infinitely positive. The other aspect for if God does not exist, would result in the multiplication of the minute probability of God existing,Show MoreRelated4g Communication22481 Words   |  90 Pagesinfrastructure models There are many considerations for cloud computing architects to make when moving from a standard enterprise application deployment model to one based on cloud computing. There are public and private clouds that offer complementary benefits, there are three basic service models to consider, and there is the value of open APIs versus proprietary ones. Public, private, and hybrid clouds IT organizations can choose to deploy applications on public, private, or hybrid clouds, each ofRead MoreHuman Resources Management150900 Words   |  604 Pagesand more employment-related lawsuits have been filed, some employers have become more wary about adding employees. Instead, by using contract workers supplied by others, they face fewer employment legal issues regarding selection, discrimination, benefits, discipline, and termination. BNA Using Contingent Workers 445.10 Review the types of contingent workers and the legal issues associated with their use. Demographics and Diversity The U.S. workforce has been changing dramatically. It isRead MoreThe Government and Not-For-Profit Environment100975 Words   |  404 Pagesassets, the cost of those assets is allocated to the periods over which taxpayers benefit from the use of the assets. b. Undermines interperiod equity. The employee benefits costs—pension benefits—are paid by an entirely different generation of taxpayers—long after the employees earned the benefits by providing services. c. Promotes interperiod equity. Although not particularly material, supplies do not benefit taxpayers until they are used to provide services. Reporting these as expendituresRead MoreManagement Course: Mba−10 General Management215330 Words   |  862 Pagescompanies such as General Motors (GM) established the Saturn plant to experiment with this new way of involving workers; GM also established a joint venture with Toyota called New United Motor Manufacturing Inc. (NUMMI) to learn how to achieve the beneï ¬ ts of lean production. Meanwhile, Ford and Chrysler began to change their work processes to take advantage of employees’ skills and knowledge. In the 1990s global car companies increased the number of robots used on the production line and began to use

College Life and Alcohol Essay - 504 Words

College Life and Alcohol A while back I was involved in a small gathering in my own dorm room where the consumption of alcohol was taking place by many college students under the legal drinking age limit. Although I was not drinking, the fact that I was socializing and allowing this to take place in my room put me under the position of a facilitator. This position is just as problematic as if I were to actually consume alcohol myself. The residential life handbook states that alcohol consumption in the dorms must involve only people above the legal drinking limit and may only be done behind closed doors in the dorm room. The reason for this rule is the topic at hand. The student handbook discusses many concepts regarding alcohol†¦show more content†¦I admit to, and have taken responsibility for my actions ever since it first occured, but what is not as clear cut is the definite severity of my actions. Many would argue that any normal friend would not tell a group of people i nvolved in the consumption of alcohol in their room to stop it because it is awkward and may cause tension between you and friends. Well, this is all true but the reality is that no one has control over alcohol, and although there are many arguments that say well I can live my life well and become who I want to be, with a few drinks every now and then. And this is true. However, it does not add anymore than it takes away and in that respect is more of a burden than a benefit. I am not against alcohol. I choose not to drink for reasons beyond anyone, and maybe that it why I dont do it. But the thing that I do admit to is that my choice to not drink only makes it easier to live my life because it is one less thing that I have to worry about, and no one can deny that there are worries with alcohol. 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Hamlet †The Character Of Hamlet Essay Example For Students

Hamlet – The Character Of Hamlet Essay Hamlet identifies with an adolescent of the 1990s more than he does with the youth of his own time. Hamlet is immature, sarcastic, and takes action during the heat of passion which is very much like the behavior of the youth in the 1990s. Love, control over action, and the ability to overcome depression are just a few ways to prove maturity. It is obvious Hamlet loves Ophelia in his own way the celestial and my souls idol, the most beautified Ophelia (Hamlet. II, ii, 109-110), but his way is not mature enough to include trust toward his lover. The trust that Hamlet should have given her was the key of his madness. This madness that Hamlet cannot trust his love with is the same madness that he loses total control over because of his immaturity; it then causes him to do things, such as kill Polonius, that a person that was mature could stop. The madness that Hamlet assumes is understandable but he can never get over the actual death of his father by still wearing black a year later, and the hasty marriage of his mother to Claudius. Compared to Horatio who is calm and cool throughout the play, and Fortinbras who collected an army to fight for his uncles land and honor, Hamlets maturity level for his time is low, especi ally for being a prince. Today Hamlets age group is more immature than during his own time so he relates to the youth of the 1990s better than he does with the adolescents of his own time. Sarcasm, and blunt rudeness is often used by Hamlet in order to offend people that, during his time, he should not have offended. Hamlet often used the hasty marriage of his mother to offend Claudius. The first time that Hamlet offends Claudius in the company of another person is when Claudius is supposed to be helping cheer Hamlet up. A little more than kin, and less than kind. (Hamlet. I, ii, 65) is just as rude during Hamlets time as almost anything that a person could say today, it just takes a little thinking for the people of today to get what Hamlet means. The second person that Hamlet is openly rude to is Polonius. Hamlet, in front of Claudius and Gertrude, insults Polonius by calling him a fishmonger. (Hamlet. II, ii, 174) This is not the only way that Hamlet offended Polonius. Hamlet offended Polonius by insulting his daughter. Hamlet is crude in his own day by asking Ophelia Lady, shall I lie in your lap? (Hamlet. III, ii, 115) What is strange about Hamlets ability to use his mouth is that the youth of today is able to use the same kinds of sarcasm and rudeness effectively, just as Hamlet does, but with Hamlets political position he should not have offended the people such as his stepfather. Being radical and acting on impulse is something that Hamlet had to use in order to get his work finished. Hamlet, having a hard time getting revenge, applied his anger from the judgment of his mother to kill who he thought was Claudius. Hamlet also needed to be on his own deathbed in order to finally get angry enough to kill Claudius. The way that Hamlet uses his anger to take action is very much like the youth today in the fact that if someone has a problem with log cutting, for example, they hold protests and take action against that problem. The second way that Hamlet is extreme is when he goes with the ghost that looks like his father even though his friends warn him that the ghost may be evil and tempt you toward the flood Or to the dreadful summit of the cliff (Hamlet. I, iv, 69-70). If the prince was thinking right he would not have gone with the ghost that resembled the old King, father, royal Dane (Hamlet. I, iv, 45) Hamlets radical actions do not just prove that he is immature but also proves that he needs action from outside sources in order to get a reaction from himself. This is just like the youth of the 1990s in the respect that if something is wrong, such as the cutting of an old growth forest, then they usually act against it in dramatic ways. .u46410f1c7c57e586f7fccc21f4d464eb , .u46410f1c7c57e586f7fccc21f4d464eb .postImageUrl , .u46410f1c7c57e586f7fccc21f4d464eb .centered-text-area { min-height: 80px; position: relative; } .u46410f1c7c57e586f7fccc21f4d464eb , .u46410f1c7c57e586f7fccc21f4d464eb:hover , .u46410f1c7c57e586f7fccc21f4d464eb:visited , .u46410f1c7c57e586f7fccc21f4d464eb:active { border:0!important; } .u46410f1c7c57e586f7fccc21f4d464eb .clearfix:after { content: ""; display: table; clear: both; } .u46410f1c7c57e586f7fccc21f4d464eb { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u46410f1c7c57e586f7fccc21f4d464eb:active , .u46410f1c7c57e586f7fccc21f4d464eb:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u46410f1c7c57e586f7fccc21f4d464eb .centered-text-area { width: 100%; position: relative ; } .u46410f1c7c57e586f7fccc21f4d464eb .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u46410f1c7c57e586f7fccc21f4d464eb .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u46410f1c7c57e586f7fccc21f4d464eb .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u46410f1c7c57e586f7fccc21f4d464eb:hover .ctaButton { background-color: #34495E!important; } .u46410f1c7c57e586f7fccc21f4d464eb .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u46410f1c7c57e586f7fccc21f4d464eb .u46410f1c7c57e586f7fccc21f4d464eb-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u46410f1c7c57e586f7fccc21f4d464eb:after { content: ""; display: block; clear: both; } READ: Hate Crime Laws: Are They Constitutional? EssayAn immature, mouthy, extremist is what adolescents of the 1990s are compared to the youth of Hamlets time. The inability to love maturely, rudeness towards authority, and reacting to anger is what the youth of the 1990s and Hamlet have in common. Hamlet would have a much easier time living during these times than his own. Hamlets immaturity, rudeness, and radical behavior is just like todays youth and that is the insight that Hamlet has towards the youth of the 1990s.

Strategic Alignment and New Product Development Kaffel Ltd

Question: Discuss about the Strategic Alignment and New Product Development for Kaffel Ltd? Answer: Introduction Kaffel Ltd, an office furniture provider, which is too much engaged with quality improvement of their products through the enhancement of production unit. Recently, this organization has become sales oriented and has increased the number of stores to increase direct sales. Previously, this organization was dealing with B2B sales of their furniture products and their clients were mainly the corporate sectors. At present, the organization has thought of increasing their sales to direct customers and therefore it requires new marketing executive, as it does not have any proper structure and information of marketing. The organization does not have any idea of marketing and sales and therefore, the marketing executive will help the organization to build up the sales in future. Elements of Marketing Process The major elements of marketing process are given below. Environment Scanning The first approach that an organization has to take for its sales expansion is environment scanning (Dholakia 2015). Environmental scanning includes both macro and microenvironment scanning. According to French (2015), in macro environment, broader aspects of environment are considered such as organizational competitors, customers, political environment, society, community, and economical factors. On the other hand, Jarvinen and Taiminen (2015) pointed out that in microenvironment, organizations internal potentialities are considered such as financial factors, investors, suppliers, directors capability, shareholders and other operational units. With the environment scanning, an organization is able to identify its weakness and strengths and identify potential opportunities that will be helpful for its growth. Marketing Strategy Environmental scanning is followed by segmentation, targeting and positioning (STP). This procedure helps an organization to identify the types of consumers present in the society who will be satisfied by its products (French 2015). Therefore, the complete prospective customer base is segregated into several segments according to psychographic and demographic factors. After segmentation, targeting the segments is considered, which identifies the ways by which disintegrated customer segments can be targeted. Finally, positioning is the method by which an organization is able to reach out its consumers. Positioning defines the way by which an organization selects the appropriate location through which the products can be sold (Lagarde 2015). Marketing Tactics After the target market is established, marketing mix is considered, which is a more prcised method of marketing (O'Shaughnessy 2015). Therefore, four elements are considered in marketing mix, which are product, price, place and promotion. In product factor, the designing and features of the product is selected. In price factor, pricing strategy is identified such as price penetrating or price skimming, over which the revenue is determined by the organization. In place factor, appropriate location is selected where maximum sales will take place and finally, promotion factor will determine the approaches that will be effective for the sales of particular product such as online discount coupons (Solomon 2014). Monitoring and Control After the marketing strategies are successfully implemented, organizations need to monitor and control the business flow according to the strategies so that business process is not deviated (Hollensen 2015). Several surveys and reports are required to be generated so that business is controlled in future and projected outcome satisfies the organization. Figure 1: Marketing process elements (Source: Papadopoulos and Heslop 2014) Benefits and costs Responsiveness, constant improvement and costs are the three pillars (Blank 2013), which will help Kaffel Ltd. to grow its business. Through responsiveness, Kaffel Ltd. will be able to orient its business and will be able to stay ahead of the competitors. This will help the organization to form the products that will not only satisfy customer demand but also produce products in timely manner. Kaffel Ltd. will need to enhance its business by constant improvement, which will be promoted by culture of experimentation. The organization will need to improve and explore products and services to adapt to future and current needs of the customers. Finally, costs consist of significant improvement by collecting database and customer data analyzing. Kaffel Ltd. will require constant product modification so that ongoing investment in product iterations and new equipment is followed in future. Environmental Analysis Macro Environmental Analysis PESTLE Analysis Politics Kaffel Ltd. needs to identify the present political scenario of the locality where the sales will be initiated, from where it will be able to understand the business feasibility Economic Nations economy, per capita income and inflation will impact the pricing strategy and sales enhancement of the organization Social Organization needs to identify the communities surrounding the market and how much the society can impact on sales enhancement as intercommunity persuasion hampers the buying behavior of consumers Technology Technological aspects such as influence of digital media and communication technique with consumers will determine the business progress in a more efficient way Legal The organization needs to fulfill the manufacturing legalities and compliance from government so that it gets the license of B2C sales Environment Eco-friendly manufacturing technique and packaging has to be oriented so that least impact on the environment is sustained Table 1: PESTLE Analysis (Source: Galician 2013) Micro Environmental Analysis Company Kaffel Ltd. is trying to expand its sales by starting B2C sales through direct marketing. Therefore, the organization has to develop the structured marketing department. This will consist of marketing executive, sales executive, store managers, lead creators, customer service department and data analysts (Bendoly, Bharadwaj and Bharadwaj 2012). Therefore, Kaffel Ltd. needs to increase the number of employees in sales department. Suppliers The number of suppliers is limited for the organization at present as only similar types of corporate sector products are sold in the market. Therefore, the number of suppliers has to be increased and even the relationship with them has to be sustained over years so that enough discounts are received (Stark 2015). This will reduce the price of furniture than its competitors resulting in more sales. Intermediates For an organization that is increasing its product portfolio, needs to increase the number of market intermediaries, which will lead to maximum sales (Boone and Kurtz 2013). Kaffel Ltd. needs to follow the chain of wholesalers, retailers and even online sales intermediaries. Finally, feedback has to be achieved from the intermediaries. Customers A huge range of customer of Kaffel Ltd. is at present available for B2B sales. The clients are mostly covering office sectors. With the increase in products for direct casual consumers, target market has to be set up by the organization where new consumer base will include household sector (Slater, Mohr and Sengupta 2014). Competitors With product diversification, substitute products from competitors affect the sales. Thus, Kaffel Ltd. needs to set a benchmark of the top competitor in the market and adopt sales strategy to enhance sales. Investors For growth of business, financial support is required, which will be entrusted by investors. Clear idea of objective and return on investment has to be declared to the investors so that they will get the motive of investment, which will in turn support the creation of budget (Christopher, Payne and Ballantyne 2013). Figure 2: Microenvironment Analysis (Source: Yadav and Pavlou 2014) STP Analysis According to Morgan (2012), in segmentation, organization needs to identify the types of segments available in the society such as psychographic and demographic factors. After selecting segments, appropriate target customers are to be selected from the communities by integrating parts of segments. Finally, positioning is the way by which products are placed in the market so that consumers are instantly attracted. Kaffel Ltd. needs to identify the consumer segments and finally place their products. B2B and B2C STP Analysis Segmentation B2B Office sectors In-house organizations Manufacturing based organizations B2C Monthly Income level from $168 to $ 1667 Both male and female gender Age group from 5 to 90 Education level from low to high Targeting B2B IT organization BPOs and KPOs Consultancy firms Clinics Seminar halls B2C Casual consumers Household sector Premium lifestyle consumers Frequent travelers Positioning B2B Direct call Leaflets Hoardings and banners B2C Online sales Supermalls Retail stores Table 2: STP Analysis for Kaffel Ltd (Source: Author) Buying behavior Concept For new products in the market, sales will gradually increase, as consumers will initially taste the items with respect to price and quality and finally if they are satisfied, sales will be increased (Yannopoulos, Auh and Menguc 2012). Thus, the organization needs to keep the price lower and achieve more market intermediaries. Consumer buying behavior is the total of consumer intention, attitude, behavior and decisions. Buying intention can be raised by advertisements and product awareness, which will increase the positive attitude of consumers to buy the product (Lovelock, Patterson and Wirtz 2014). Finally, consumers will take the decision in buying the product if they feel that the product satisfies their needs. Moreover, buying behavior is satisfied by similar needs among the communities and even word of mouth. Thus, for Kaffel Ltd, price has to be kept lower and more advertisements are to be initiated so that sales are enhanced. Marketing Mix Product According to Morgan, Katsikeas and Vorhies (2012), product is the initial element of marketing mix. The features of the product are selected and new diversification factors are added to the product. The designing and unique factors of a product are identified, which will be different from the competitors. The product categories and the number of diversification ranges are identified, after which pricing element is considered. Therefore, Kaffel Ltd. needs to diversify its products in both B2B and B2C categories. For B2C consumers, the classified product categories need to be increased in volume, which are having more than three features on one product, so that price factor is justified for direct consumers. Price According to Cui, Lui and Guo (2012), price of a product can be only determined according to the features and quality of the designed product. On the other hand, Bharadwaj et al. (2013) pointed out that pricing completely depends on available competitors in the market. Acur, Kandemir and Boer (2012) pointed out that price penetration and price-skimming strategies will help in achieving required revenues for an organization for a certain period. Therefore, the organization needs to follow competitive pricing strategy for B2B products and price penetration strategy for B2C products. In this way, the organization can achieve more unit sales, and thereby increase brand awareness. Place According to Kozlenkova, Samaha and Palmatier (2014), right location selection will catch the maximum amount of consumer. Sales can be increased only when consumer gets to know about the existence of the product and after that, they will match the preference with the features of the product. Locations such as supermarket, e-commerce, official website and retail stores attract the consumers. The distribution strategy for the organization will include both lead generation and personalized selling for B2C clients and retail chain for B2C consumers, which will involve all the market intermediaries. Promotion According to Perreault Jr, Cannon and McCarthy (2013), online sales promotion is the best way to reduce the cost of advertisement and achieve maximum consumer attraction. On the other hand, Eggert, Thiesbrummel and Deutscher (2015) pointed out that newspapers, commercials and banners help in getting the maximum response from consumers. Thus, the main motive of promotional activities is to reach out to maximum consumers. Promotional strategy for Kaffel Ltd. will include social media platform, which will include discounts, coupons and flash sale for B2C consumers and for B2B consumers, discounts will be awarded in bulk orders. Additional Elements The additional elements of the marketing mix are process, physical evidence and people, among which people selection is the most important. People include directors, consumers, financial heads and other stakeholders. Morgan (2012) opined that process would include operational changes and changes in production lines for designing of new products. For Kaffel Ltd. the physical evidence factor will include virtual representation of product in the official website, which will attract all types of consumers. The people will include top executives such as directors and customer service as well as lead generators. Consumers and investors are the vital stakeholders for Kaffel Ltd. Figure 3: Marketing Mix Elements (Source: Boone and Kurtz 2013) Marketing Mix for B2C (Economic Range) Product Kaffel Ltd. needs to increase the number of products and therefore has to follow product diversification strategy. Organization has many office furniture products but for each of the target markets, new product category has to be created. Range of products must include hybrid categories. Many customizable furniture products are available in the market (Stark 2015), and thus, the organization needs to design such products that have integrated electrical flexibility such as bed with lighting facility, sofa with sensor technology that will indicate the weight of the user. Moreover, hundred percent recyclable seats and single seat gliders need to be included. For household consumers, certain beds, which can be folded and adjusted in limited space, have to be designed. Such beds will be for frequent travelers. Price An organization that is expanding needs to limit the price so that consumers can taste the products quality (Christopher, Payne and Ballantyne 2013). It is very sure that consumers love to experience quality and can compromise price and therefore it is an opportunity for the organization to include premium pricing. Still Kaffel needs to follow price penetration strategy for the first year so that it can catch hold of the market. Amount of risk will be less if price is lowered, which will help in achieving consumer attraction, and according to demand, new products can be designed. Place/Distribution For Kaffel, distribution strategy is the main element of marketing mix. Initially the organization had a good response from business sectors and therefore bulk sale used to happen. For an organization that shifts its target market, needs to increase the unit sales of each of the product category so that market attention is achieved from all sectors (Acur, Kandemir and Boer 2012). This can be only initiated by increasing distribution channel. The best option is to increase franchise and new contracts with the retail sector as market intermediaries will be reduced leading to price reduction. Moreover, online sales using e-commerce and websites will help in showing the feedback, demand and preference of consumers in future. Promotion For introduction of new products in the market, promotional activities will help in achieving highest consumer attraction (Gmelin and Seuring 2014). Promotional activities will include discounts and sales for B2C consumers through social media sites. This will reduce the cost of sales and all target consumers can access simultaneously same product information. Thus, the promotional activities will include social media marketing, discounts and coupons through own website, and marketing agency compliance. Additional Elements Three additional elements of marketing mix are process, people and physical evidence. Process element will include the designing of new furniture. Kaffel will require batch processing with the increase in demand. The key people of the organization will include board of directors, marketing executive, sales managers, financial accountant, store manager, customer service executive, operational manager and human resource manager. Physical evidence will be created by the organization in terms of design and reliability. Virtual representation of the products will need to be included in the websites, which will enhance consumer attraction. Figure 4: Marketing Mix Elements (Source: Author) Marketing Mix for B2B (Premium Range) Product The furniture products were already present in the market and therefore, the organization needs to include new customized products. As described in the economy class, hybrid products needs to be included, therefore price of the products are comparatively lower. In case of B2B sales, the quality factor has to be maintained and therefore, customized furniture will include sofa, chairs, tables, seminar room furniture, design furniture. Hybrid chairs with accurate fusion between ergonomics standards and aesthetics for corporate sectors has to be included. Moreover, for product diversification, sales manager has to visit the offices so identify the most required furniture that will both fit the structures and room capacity, giving a royal feeling. Price The price of the premium products will be relative higher than the economy class. The pricing strategy will include competitive pricing. Moreover, for customized service the price will be based on the clients requirement. In this way, the organization will be able to maintain a good relationship with its clients. On the other hand, the bulk furniture such as cabins, tables, chairs and related designs will be supplied in bulk. The price of such products will be less than the competitors as bulk order will be initiated. Promotion Promotion strategies will include lead generation through contracts. The sales person will have the best knowledge of discounts. Direct mails will be dropped to the existing and new prospective clients who are new in the corporate sectors. Aggressive promotion will not be required. Place The products will be generally placed in the corporate sectors. There are a lot of buildings that gives rent to corporate offices. These promoters will be approached with lucrative offers and new contracts will be generated. Moreover, the own website is the ultimate destination, where an album will be created through which the client-organization will be able to view the virtual images of the products. Additional Elements The process will include line production and order based operation. The people will include corporate clients, investors, suppliers, promoters, contractors, operational manager, sales manager and marketing executive. Physical evidence will be ensured by giving the view of products from the official websites. Conclusion Kaffel Ltd. initially was having just the B2B business and with the help of new marketing strategies, the organization will be surely able to increase the sales in B2C department. Thus, it can be identified that there are a lot of differences in between the two target segments. In B2B business, the amount of sakes was limited as the only target customer was corporate sector. With the B2C business, more consumer segments such as casual consumers, frequent travelers, household consumers and even consumers of lowest income will be able to buy the products. The pricing strategy was initially competitive and thus premium products were the only range of products. With the B2C business, both premium and non-premium products can be sold. Thus, the amount of sales will be increased. Moreover, as the organization will follow demand-oriented production, hence the amount of risk will be low. It must also be said that the organizations brand awareness will increase with the increase in unit sales . Therefore, this organization will surely stand out as the prominent player in the market leading to new competition. International market is quite different from domestic market as the range of consumers and their preference are quite different from domestic market. This is an opportunity for the organization as it will be able to expand its product diversification even further in future. Moreover, with expanded sales, the organization will be able to change the pricing strategy in future and compete with new markets. Brand awareness and success from domestic market will create a scope of product sales in international market and therefore, Kaffel Ltd. will be able to expand its business even further in future. Reference List Acur, N., Kandemir, D. and Boer, H., 2012. Strategic alignment and new product development: drivers and performance effects.Journal of Product Innovation Management,29(2), pp.304-318. Bendoly, E., Bharadwaj, A. and Bharadwaj, S., 2012. 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