Target Corp Strategic Recommendation

Target Corp. Strategic Analysis MAN4720 Section 22 -Wednesdays 7:30pm Team: Risky Business Christine Majewski Jake Morgan Kristin Stearker Cory Verez Executive Summary ?The purpose of this analysis is to inform the board of team Risky Business’ strategic proposal related to Target Corporation’s Health & Wellness category. Target is already a multi-million dollar company, but after analyzing the company, our team has come up with a few strategic recommendations to aid in the continued success of Target.We have found that Target strives to combine top of the line innovation, excellent customer service, and unparallel value at attractive prices to customers using their Expect More. Pay Less ® brand promise. The Target Corporation has many strengths that will help our recommendation succeed including a wide scope of products and brands, strong internal logistics, convenience of online shopping, and an already strong brand and financial position. We feel that Target create s a sustained competitive advantage by leveraging the different aspects of their integration strategy to attract customers.Target is able to keep volumes high, driving costs down to offer lower prices on the differentiated products that Target’s guests have grown to love and expect. ?Team Risky Business’s strategic recommendations for the Health & Wellness sector include expanding initiatives and educational programs associated with organic and gluten free lifestyles. Target already has brand exclusive organic lines and our team recommends making consumers more aware of the products offered as well as benefits their guests can reap from changing their lifestyles.We suggest increasing advertising in order to promote these product lines to a market that is increasingly more health conscious than ever before. As with any strategic option, there are fall out risks associated to this plan that include increased costs and a potential lack of interest or demands. The full ana lysis gives a more in depth look at the current position of the company and future problems it could face along with the strategic recommendations we have chosen, and potential fallout risks associated with our solutions.Identify your client’s current vision and mission and analyze your client’s strategy ? Target’s ultimate goal is to become the most favored shopping destination for customers throughout all existing channels. The company plans to achieve their overall vision by continually being a top innovator in the industry, delivering outstanding customer experiences and terrific value at attractive prices, and by constantly fulfilling their brand promise of Expect More. Pay Less ®. Target tries to live up to their statements and this can be seen throughout many areas of the company.In March, 2013, Target received one of only 13 ratings of â€Å"excellent†, the highest available, from the Forrester Customer Experience Index, which measures customer experiences by survey (Target Brands, Inc. , 2013). As far as innovation is concerned, Target has made a positive imprint within the industry. Target has received many awards for its innovative excellence and is continuously reinventing its stores, layouts, and product assortments to better serve the ever-evolving needs of their guests (Target Brands, Inc. , 2013b). Target sells high-quality, trendy merchandise, at affordable prices which allows guests to â€Å"Expect More.Pay Less ®Ã¢â‚¬  when they shop at Target. Target combines innovation, value, and commitment to their brand promise through their actions, such as partnering with popular fashion designers to create affordable lines specifically for Target. This combining of differentiated products with lower prices is one way that Target incorporates its mission statement into their everyday operations. Target is still working on reaching its end goal of becoming the preferred outlet, as shown by its #2 market share position in the discount department store industry. Target is surpassed in market share only by Wal-Mart at this time (Biesada, 2013). Three segments are operated by Target; US Retail, Canadian, and US Credit Card. Two branded credit cards, the Target Card and the Target Visa, and one Target branded debit card, offer credit to customers through the US Credit Card segment (Reuters, 2013). In 2012, the total REDCard penetration was 13. 6%, up from 9. 3% the prior year. Although more people are signing up for credit, the total revenue generated from this segment has been declining since 2010 (Target Corporation, 2013). See Exhibit 1 for US Credit Card segment details. The Canadian segment includes the recently acquired Zeller’s, Inc. tore locations in Canada. Start-up costs for this segment were $272 million in 2011 and $74 million in 2012 (Target Corporation, 2013). ?The US Retail segment includes Target’s online business, its general merchandise stores, and SuperTargets (Reuters , 2013). Target. com is designed to allow guests to purchase products directly from online and/or to assist them in locating the product in a store near them. To aid in differentiating themselves, Target uses the web platform to sell not only its general merchandise, but also to introduce six brands sold exclusively through this medium (Target Brands, Inc. 2013c). The online presence aids in the vision of the company by offering multiple channels through which a customer can interact with Target. The brick and mortar stores of the US Retail segment offer general merchandise and groceries through the discount chain. Target and SuperTargets differ in that SuperTargets offer a larger line of food assortments. Target’s product mix includes household items, electronics, apparel and accessories, food and pet supplies, and home furnishings (Reuters, 2013). Exhibit 2 shows the percentages of sales each category holds. Within the retail segment, a portion of Target’s sales are generated through a mix of nationally branded goods, as well as private-label brands. In addition to general merchandise, Target also generates revenues from facilities in store â€Å"†¦such as Target Cafe, Target Clinic, Target Pharmacy and Target Photo, and from leased or licensed departments such as Target Optical, Pizza Hut, Portrait Studio and Starbucks† (Reuters, 2013). Target Corporation generates the majority of its sales revenues from the US Retail segment and revenues have been increasing since at least 2007 according to the company’s past 10K forms.Even through the 2008 recent recession, Target’s sales revenues have continued to increase within this segment (Target Corporation, 2013). Sales revenue overall, including all three segments, also has been rising since at least 2007. Although revenues continued to increase through the recession, net earnings dropped from $2,849 million in 2007 to $2,214 million in 2008. Target’s net earnings rec overed and have been increasing every year since the recession (Target Corporation, 2013).In addition to increasing sales revenue and net earnings, Target’s stock prices have also been above both the S&P and Dow Jones indexes for the last 10 years (Target Brands, Inc. , 2013d). See Exhibit 3 for US Retail Segment sales figures and Exhibit 4 for other selected financial data. ?The Target Corporation currently operates 1,784 of these SuperTarget and Target stores in the United States, as well as their online site, Target. com. Target recently began expansion into Canada; 24 stores are operational at this time (Target Brands, Inc. , 2013b).Target plans to continue with its growth tactics through 2013, bringing its Canadian fleet up to 100-150 stores (Biesada, 2013). At the same time that Target is expanding into new markets, the company is also penetrating further into existing markets with plans to remodel more of its store formats and to include additional food assortments. Ac cording to Hoovers, â€Å"nearly 900 Target stores (up from 462 last year) now feature expanded food assortments†¦In fiscal 2013 Target plans to remodel an additional 230 general merchandise Target stores †¦Ã¢â‚¬  (Biesada, 2013).The remodeled stores, with better food assortments and innovative design changes, seem to be part of a strategic effort to stay competitive with the only company out-performing them, Wal-Mart. ?Finally, the Target company operates using an integration strategy, and is one of few companies that has found success using this type of strategy. As IbisWorld states, â€Å"Target offers daily essentials and consumables at discounted prices; however, the company has carved out a niche market by focusing on selling fashionable and trendy products† (IBISWorld, 2012).Target is unique because it has successfully managed to operate with low costs while providing differentiated products that satisfy their customers’ needs and wants. Being able t o continuously offer quality, innovative products while keeping costs low lays a foundation for the company to create competitive strengths on. Analysis Strengths: ?A couple of strengths that we found Target is posting is their large variety of product and brands. They offer a wide arrangement of goods that can attract an excessive amount of consumers to come through the store.Another strength that Target holds is a strong internal logistics structure. Their 37 distribution centers located across the US gives them a strong chance to open more stores, and reach more potential customers. (Target Co. ) They also offer the convenience of online shopping for all of their customers, not only offering ease of shopping, but also allowing those who may not have a target nearby still enjoys their goods. We also found that Target is in a unique position in respect to their current sales, over the last few years they have consistently posted growth in revenue, and gross profit.Weaknesses: ?A we akness that was found through our research was a decrease in liquid capital over the last 2 years, potentially making it difficult to manage working capital and operational needs. Furthermore, they have increased the total debt that they are obliged to, making the lack of current assets evermore detrimental. Another possible weakness is their lack of exposure to countries other than the US, they are currently only operating inside the US which could pose many problems due to their dependence on one market. Target Co. ) Opportunities: ?There are plenty of opportunities for Target when it comes to the expansion of their company into new markets. In 2013 Target will take its first step into an international market when they expanded in to Canada, creating Target Canada Co. (Target Co. ) Target has opportunities to expand their products, and broaden the breadth of their goods, especially the expansion of private label brands. Threats: ?The largest threat to target is that it is in a hig hly competitive market.There are a plethora of other stores selling the same goods, as well as the threats of counterfeit goods in the industry. (Target Co. ) Another threat is the potential of change in consumer preferences, creating a lack of demand for Targets goods. Threat of Substitute Products: ?We feel the threat of substitute products is high, there are many stores that offer similar goods that could be considered more attractive than buying from target; usually this is derived from the desire to obtain private label goods. Intensity of competitive rivalry in the Industry: The competitive rivalry within the industry is high, there are many companies competing against each other for the same customers, and market share. On top of the brick and mortar traditional shopping, there are now arising e-commerce competitors that intensify the competition within the industry. Threat of new Entrants: ?Considering the wide arrangements of goods offered by Target, we believe that the thr eat of new entrants is high. It’s also a highly competitive market, will low barriers of entry, so the combination of those two things creates an ease of entry for new ventures.Power of Buyers: We find that the power of buyers is high at Target, while they may not have much negotiating power within the store; they do have many options on where they are going to buy the particular good, which gives them the power to shop around and find the price that they like. Power of Suppliers: ?The power of suppliers at Target is low, since there has been a decrease in import barriers that has caused an increase in competition between suppliers. So the power of the suppliers to name the price has nearly been eliminated.Sustainable Competitive Advantage ?To operate effectively in the discount retail industry you need to be able to master some key functions, not only to achieve competitive advantage, but also to make it sustainable. Target displays a couple features we have noticed, that we feel allows them to obtain a sustainable competitive advantage. These SCA factors consist of the ability to manage and perform off a highly effective supply chain and the ability to achieve high economies of scale, due to their huge market presence and mix of private branding. One of the factors that helps Target obtain an effective supply chain is the wide geographical coverage of their distribution centers. They currently control and operate 37 distribution centers ranging from the West Coast of Lacey, Washington all the way to the North East location of Wilton, New York. By having multiple disperse locations they have allowed themselves the opportunity to expand across the whole country. They have the capabilities to service any of their 1,700 plus stores in a timely manner.This in turn creates a larger geographical market to operate in effectively that some of their smaller competitors may not have the means to. ?A second important factor that Target masters is its offering of diverse products coupled with high economies of scale. Target offers product lines in departments such as; household, hardline goods (non-informational goods), apparel and accessories, home furnishings and food and pet supplies. By doing this they create a one stop shop effect which holds a high convenience factor in the eyes of consumers.In 2010, the highest percentage of sales was in household goods at 24%, the lowest percentage was food and pet supplies at 17% (Target 2012 10k). These statistics support the idea that Target is not just specialized in one department, but has been able to offer a wide variety of products, all of which hold a high demand. Coupled with the wide diverse product range, Target has been able to do this while achieving high economies of scale. They have incorporated 30 plus mixed and licensed brands which helps keep their operating cost low, giving them a higher profit margin.In addition, Target outsources their goods to multiple countries which helps gen erate lower costs. They currently have 27 offices in 18 different countries. Problems Moving Forward ?Looking forward, Target may continue to see problems in a couple areas. They currently face the struggles of competing with Wal-Mart internationally, driving traffic through their store/ online website and the ability to implement quality control. ?The biggest current problem is competing with their largest competitor, Wal-Mart, at an international level and depending solely on the American market.It is known that the American economy has taken a hit in the recent past and that can be reflected in Target’s recent profits. Being solely dependent does not allow them to mitigate their risk, which Wal-Mart has done by tapping into different countries. This may not be an existing problem for long. Target is exploring the Canadian market and expects to have 125 of 135 stores remodeled and opened in the years 2013-2014. This shows some promise because over 30,000 Canadians currently hold Target’s REDcard, which shows a strong brand presence (FOX). A second problem Target faces is driving consumer traffic through their stores and website. With the new emerging strategy of E-Commerce, consumers now have the ability to shop online in the comfort of their own home. This adds more competition to the market that Target already faced and these new entrants have the option to operate at a minimal cost. ?The last pressing issue Target may face for the future is quality control. Dating back to the start of 2012 and currently into the 2013 year, Target has recalled over 55 products sold.This damages the image of Target and the products it offers. We do not believe this should hinder their operations too heavily but it is something to take notice of and work on fixing for the future (Target). Strategic Recommendation Our strategic recommendation for Target is to implement a comprehensive, multi-pronged, in-store advertising campaign that focuses on organic and all natural products sales and promotions. Target’s commitment to healthy living and high wellness standards is consistent with the benefits of this growing organic market.Target is able to add to their bottom line by tapping into this already established market, stealing market share from other retailers, and creating a new demand with non-organic users. Organic food sales in the U. S. comprise nearly half of global organic food sales. The global organic market reached $54. 9 billion in 2009, more than triple the $18 billion recorded in 2000 (Organic Agriculture in Wisconsin). Target has met the needs of the rapidly growing demand of healthier foods, more effective forms of exercise, and a booming interest in organic products, but have not taken full advantage of the market opportunity.Recently Target and Harris Interactive carried out a survey that polled American families and found that consumers are confused about how, why and where to shop for organic foods. Many families ar e unfamiliar or even unaware of the benefits of the organic foods and products. For instance the study showed that, â€Å"one-third (34 percent) of consumers surveyed believe that organic foods are superior to non-organic foods, but nearly two-thirds (61 percent) want to be better informed on the value of where it pays to buy organic† (Organic Consumers Association).It is not enough to just offer organic food and natural products, Target needs to educate their consumers and persuade them to buy those products offered at Target. â€Å"People want to know more about organic products and where to best spend their money on them,† says Dr. Susan Mitchell, registered dietitian and SuperTarget Health and Nutrition Expert. â€Å"Target provides their guests with product choices for the whole family; products that enhance their lives in an affordable and accessible way.When it comes to feeding your kids, certain conventional choices are fine, but parents should be informed on where organic is the better bet. With the new Archer Farms organic product, Target has made it easy for parents to make better decisions on what to feed their families† (Organic Consumers Association). Not until recently have a vast percent of our generation been diagnosed with allergies related to gluten, wheat, soy, etc. This is growing allergies are found to be passed on through genetics, and is only treatable through dietary changes.This means that the market will only continue to grow in future generations, not only by people who have the allergies, but also chose to limit their nutritional diet by choice for health reasons. Many companies now carry gluten free and organic food lines permanently and these product lines are continually growing. â€Å"a 2011 survey by the Organic Trade Association found that more than three-quarters—78 percent—of U. S. families are buying organic food, up from 73 percent in 2009. Forty percent of families say they are buying more organic food now than they were a year ago† (Organic Trade Association).In order for Target to fully tap into this growing market, they will need to continue expanding their current food departments in Target stores or convert them into Super Target stores. Target invested $500 million in 2010 in a new push on groceries, retrofitting some of its general merchandise stores with full-blown food sections. Sales and traffic at stores with the new grocery areas are about 6 percent higher than at similar stores without them, the company says (NY Times) Last year, nearly 1,000 Target stores offered an expanded food layout.At these Target stores, approximately 10,000 square feet is dedicated to a vast array of fresh food choices, including a curated assortment of fresh produce, fresh packaged meat and pre-packaged baked goods, in addition to dry and frozen offerings. By the end of 2012, more than 1,100 Target stores offer the expanded fresh food layout compared to 450 in 2010 (Ta rget Press Release). Annette Miller, Target’s senior vice president for grocery, said she expected an expanded food department to move into most Target stores eventually.While the gross margins of the grocery business are about 18 percent, well below those of retail, which are about 30. 5 percent, groceries both drive visits and make existing stores more profitable, said Colin McGranahan, an analyst with Sanford C. Bernstein (NY Times). Target and Super Target carry many private labels and brands that specialize in healthy lifestyle and organic products. The Archer Farms brand offers organic products while remaining exclusive to Target, and continues to expand their brand with new product introductions regularly.Both Super Target and Target stores will continue to offer a variety and vast selection of organic products to meet the needs of all their consumers (Organic Consumers Association). Since Target Corp. has been successful with the launching and selling of their exclusi ve organic product lines, as well as mainstream brand organic products, we feel they need to focus on this demand instead of starting a new venture. â€Å"Target is committed to helping guests see the value of organic products and their role in maintaining a healthy lifestyle,† says Greg Duppler, senior vice president, Target. We want our guests to have one-stop access to the healthy products they need without sacrificing the convenience and value that Target consistently delivers through our owned brands† (Organic Consumers Association). There is a lot more opportunity in this market than they have tapped into and we feel they should expand their educational programs and initiatives for them to fully take advantage of the organic product demand. Since Target Corp. already has the brand equity and brand awareness, we want to make their consumers more aware of the benefits and facts about living a healthy lifestyle and using organic and all natural products.Although Targ et has different advertisements and programs about healthy lifestyle, we feel they could incorporate a greater amount of product promotion and educational programs to increase their both their sales and brand image. Target Corp. needs to focus some of their advertising dollars on promoting these organic product lines. Not only the food and produce, but also the organic body care lines, and organic cleaning and household products. Organic is not just food. Over 2 billion worth of organic fiber, cosmetic, and household products were sold last year (Consumer demand for organic food boosts sales).They should increase and reposition their in-store signage and displays to create buzz and inform the shoppers of what organic products they carry. Similar to Publix â€Å"GreenWise† organic section in their store, Target should group their organic products together in each department of the store with attention grabbing, easy to read signage. Each department will include an organic aisl e or section with end-cap aisle displays. Within these displays they will include informative, educational facts or promotional videos explaining the benefits of the organic products versus the non-all natural products.Larger signage and end-cap aisle displays will increase awareness and curiosity. Many people do not want to take the time to research the information about organic products, but if Target offers it in the store, the consumers will be more likely to read it and become interested in the product lines. ?Many shoppers associate organic products and food to Publix and Whole Foods, but we want consumers to also include Target in this category. This advertising boost is more of an initiative than a campaign, to increase awareness and drive profitability in the all-natural product market.We want to enhance Target’s brand image by incorporating more healthy lifestyle programs. Target would build and enhance their â€Å"wellness† section of their website for consu mers to educate themselves on everyday wellness tips including organic foods and product ads, recipes, articles regarding the benefits of all-natural products. This would also include fitness tips, Target ads for exercise related products, vitamins, and more. We will focus this initiative towards mothers or heads of the households who do the family shopping. Why do people buy organic food? Parents tend to be motivated by health concerns.The Organic Trade Association found that nearly half of parents surveyed—48 percent—were motivated to buy organic food because they believe it is healthier for themselves and their children. Other motivators for parents include concerns over the effects of pesticides, hormones and antibiotics on children, and avoidance of highly processed food and artificial ingredients (Haumann). Many organic consumers are mothers who care about the wellness of their children and families, so we will focus mainly on healthy lifestyles for families. We will also offer special shopping lists and recipes for food allergies.Many mothers already shop at Target for their everyday needs and we want them to also buy any of the food products they can while they are there, especially organic. Based on these numbers, the organic food and beverage industry presents an opportunity for growth in both revenue and jobs during the downturn. Target has a huge advantage with their Red-card, that shoppers who have this credit or debit card receive 5% off their entire purchase every time they shop at Target or Super Target. This is another discount on top of Target’s everyday low prices compared to Whole Foods, Publix, and World Market.No other grocery store offers a credit card that allows a discount every time they shop, on top of sales and promotional items. With this Red-card, we suggest Target offers additional discounts, like Win-Dixie does with their shopping card. The consumers would receive Bo-Go discounts, weekly promotional prices o n certain items and more when they use their Red-card to buy groceries. This would increase their credit card sales, total purchases, and especially grocery and food sales (exhibit). The marketing and advertising of this wellness and organic initiative will cost about $3. million for four months of in-store promotion and an additional $500k for enhancing Target’s website design. Remodeling an existing store to include the expanded fresh food layout requires an investment of around $1. 5 – 3 million, of which about 60 percent is related to merchandising initiatives like the expanded food selection and transformations in Beauty, Home, Shoes and Baby (Target Summary Financials) Our expanded fresh food layout offers around 90 percent of the food categories found in a Super Target with about 60 percent of the items, in approximately half of the space devoted to food in a Super Target (Target Summary Financials).With every store Target remodels to expand their grocery depart ment, they increase their revenue by at least 6 percent. The advertising and in-store promotions will increase revenue by at least 4 percent within 6 months after we begin the initiative and increase total organic food sales by 12 percent within the year. This is a perfect time to start the in-store organic promotional campaign for Target. Summer and early fall is the highest revenue time for organic produce. Since the advertising and promotional collateral will mainly stay in-store and online, we can start right away and be ready to launch within 45 days.The website can be enhance as soon as possible, as well as the start of training for the current employees. Exhibit 7 in the Appendix shows a proposed timeline for our strategic recommendation for Target Corporation. Fallout and Summary These are the risks associated with our recommendation 1. Higher prices for organic food and products 2. Lack of demand and interest in organic food and products 3. Increase in a. operation costs fo r training of employees on education of organic benefits etc. and additional employees b. dvertising/marketing costs for signage and promotional advertising of organic product lines and foods c. costs associated with updating website content d. costs associciate with creating and expanding educational programs and sponsorships that promote organic products and food and healthy life styles References: 1. Organic Consumers Association. Another Big Box Chain, Target, Jumps Onto Organic Bandwagon. 28 Sept. 2006. Web. 05 Apr. 2013. . 2. Biesada, Alexandra. Target Corporation. 2013. Web. 5 April 2013. . 3. Clifford, Stephanie. â€Å"Big Retailers Fill More Aisles With Groceries. The New York Times, 16 Jan. 2011. Web. 6 Apr. 2013. . 4. Organic Agriculture in Wisconsin. â€Å"Growing Demand for Organic Food: A Bright Spot in a Tough Economy. † N. p. , Feb. 2012. Web. 06 Apr. 2013. . 5. Haumann, Barbara. â€Å"Seventy–eight Percent of U. S. Families Say They Purchase Organic Foods. † 2011 Press Releases. Organic Trade Association's Organic Newsroom, Nov. 2011. Web. 09 Apr. 2013. . 6. IBISWorld. Major Companies. 2012. Web. 5 April 2013. . 7. Reuters. Profile: Target Corp (TGT). 2013. Web. 5 April 2013. . 8. Target Brands, Inc. orporate fact sheet. 2013. Web. 5 April 2013b. . 9. Target Brands, Inc. shop Target's exclusive online-only brands. 22 January 2013. Web. 5 April 2013. . 10. Target Brands, Inc. stock information. 2013. Web. 6 April 2013. . 11. Target Brands, Inc. Target tops for customer experience. 5 March 2013. Web. 5 April 2013. . 12. Target Corporation. â€Å"Form 10K. † 10K. 2013. PDF. 13. Target Corporation – Financial and Strategic Analysis Review. 5-Nov-2012. Web 5 April 2013. reference code: GDRT33397FSA . 14. â€Å"Target Remodels 90 Stores to Expand Fresh Food Selection. Press Room. Target Corporation, 24 Apr. 2012. Web. 09 Apr. 2013. . MAN4720 Section 22 -Wednesdays 7:30pm Team: Risky Business Christine Majewski J ake Morgan Kristin Stearker Cory Verez Executive Summary ?The purpose of this analysis is to inform the board of team Risky Business’ strategic proposal related to Target Corporation’s Health & Wellness category. Target is already a multi-million dollar company, but after analyzing the company, our team has come up with a few strategic recommendations to aid in the continued success of Target.We have found that Target strives to combine top of the line innovation, excellent customer service, and unparallel value at attractive prices to customers using their Expect More. Pay Less ® brand promise. The Target Corporation has many strengths that will help our recommendation succeed including a wide scope of products and brands, strong internal logistics, convenience of online shopping, and an already strong brand and financial position. We feel that Target creates a sustained competitive advantage by leveraging the different aspects of their integration strategy to attra ct customers.Target is able to keep volumes high, driving costs down to offer lower prices on the differentiated products that Target’s guests have grown to love and expect. ?Team Risky Business’s strategic recommendations for the Health & Wellness sector include expanding initiatives and educational programs associated with organic and gluten free lifestyles. Target already has brand exclusive organic lines and our team recommends making consumers more aware of the products offered as well as benefits their guests can reap from changing their lifestyles.We suggest increasing advertising in order to promote these product lines to a market that is increasingly more health conscious than ever before. As with any strategic option, there are fall out risks associated to this plan that include increased costs and a potential lack of interest or demands. The full analysis gives a more in depth look at the current position of the company and future problems it could face alon g with the strategic recommendations we have chosen, and potential fallout risks associated with our solutions.Identify your client’s current vision and mission and analyze your client’s strategy ? Target’s ultimate goal is to become the most favored shopping destination for customers throughout all existing channels. The company plans to achieve their overall vision by continually being a top innovator in the industry, delivering outstanding customer experiences and terrific value at attractive prices, and by constantly fulfilling their brand promise of Expect More. Pay Less ®. Target tries to live up to their statements and this can be seen throughout many areas of the company.In March, 2013, Target received one of only 13 ratings of â€Å"excellent†, the highest available, from the Forrester Customer Experience Index, which measures customer experiences by survey (Target Brands, Inc. , 2013). As far as innovation is concerned, Target has made a posit ive imprint within the industry. Target has received many awards for its innovative excellence and is continuously reinventing its stores, layouts, and product assortments to better serve the ever-evolving needs of their guests (Target Brands, Inc. , 2013b). Target sells high-quality, trendy merchandise, at affordable prices which allows guests to â€Å"Expect More.Pay Less ®Ã¢â‚¬  when they shop at Target. Target combines innovation, value, and commitment to their brand promise through their actions, such as partnering with popular fashion designers to create affordable lines specifically for Target. This combining of differentiated products with lower prices is one way that Target incorporates its mission statement into their everyday operations. Target is still working on reaching its end goal of becoming the preferred outlet, as shown by its #2 market share position in the discount department store industry. Target is surpassed in market share only by Wal-Mart at this time ( Biesada, 2013). Three segments are operated by Target; US Retail, Canadian, and US Credit Card. Two branded credit cards, the Target Card and the Target Visa, and one Target branded debit card, offer credit to customers through the US Credit Card segment (Reuters, 2013). In 2012, the total REDCard penetration was 13. 6%, up from 9. 3% the prior year. Although more people are signing up for credit, the total revenue generated from this segment has been declining since 2010 (Target Corporation, 2013). See Exhibit 1 for US Credit Card segment details. The Canadian segment includes the recently acquired Zeller’s, Inc. tore locations in Canada. Start-up costs for this segment were $272 million in 2011 and $74 million in 2012 (Target Corporation, 2013). ?The US Retail segment includes Target’s online business, its general merchandise stores, and SuperTargets (Reuters, 2013). Target. com is designed to allow guests to purchase products directly from online and/or to assist th em in locating the product in a store near them. To aid in differentiating themselves, Target uses the web platform to sell not only its general merchandise, but also to introduce six brands sold exclusively through this medium (Target Brands, Inc. 2013c). The online presence aids in the vision of the company by offering multiple channels through which a customer can interact with Target. The brick and mortar stores of the US Retail segment offer general merchandise and groceries through the discount chain. Target and SuperTargets differ in that SuperTargets offer a larger line of food assortments. Target’s product mix includes household items, electronics, apparel and accessories, food and pet supplies, and home furnishings (Reuters, 2013). Exhibit 2 shows the percentages of sales each category holds. Within the retail segment, a portion of Target’s sales are generated through a mix of nationally branded goods, as well as private-label brands. In addition to general m erchandise, Target also generates revenues from facilities in store â€Å"†¦such as Target Cafe, Target Clinic, Target Pharmacy and Target Photo, and from leased or licensed departments such as Target Optical, Pizza Hut, Portrait Studio and Starbucks† (Reuters, 2013). Target Corporation generates the majority of its sales revenues from the US Retail segment and revenues have been increasing since at least 2007 according to the company’s past 10K forms.Even through the 2008 recent recession, Target’s sales revenues have continued to increase within this segment (Target Corporation, 2013). Sales revenue overall, including all three segments, also has been rising since at least 2007. Although revenues continued to increase through the recession, net earnings dropped from $2,849 million in 2007 to $2,214 million in 2008. Target’s net earnings recovered and have been increasing every year since the recession (Target Corporation, 2013).In addition to incre asing sales revenue and net earnings, Target’s stock prices have also been above both the S&P and Dow Jones indexes for the last 10 years (Target Brands, Inc. , 2013d). See Exhibit 3 for US Retail Segment sales figures and Exhibit 4 for other selected financial data. ?The Target Corporation currently operates 1,784 of these SuperTarget and Target stores in the United States, as well as their online site, Target. com. Target recently began expansion into Canada; 24 stores are operational at this time (Target Brands, Inc. , 2013b).Target plans to continue with its growth tactics through 2013, bringing its Canadian fleet up to 100-150 stores (Biesada, 2013). At the same time that Target is expanding into new markets, the company is also penetrating further into existing markets with plans to remodel more of its store formats and to include additional food assortments. According to Hoovers, â€Å"nearly 900 Target stores (up from 462 last year) now feature expanded food assortme nts†¦In fiscal 2013 Target plans to remodel an additional 230 general merchandise Target stores †¦Ã¢â‚¬  (Biesada, 2013).The remodeled stores, with better food assortments and innovative design changes, seem to be part of a strategic effort to stay competitive with the only company out-performing them, Wal-Mart. ?Finally, the Target company operates using an integration strategy, and is one of few companies that has found success using this type of strategy. As IbisWorld states, â€Å"Target offers daily essentials and consumables at discounted prices; however, the company has carved out a niche market by focusing on selling fashionable and trendy products† (IBISWorld, 2012).Target is unique because it has successfully managed to operate with low costs while providing differentiated products that satisfy their customers’ needs and wants. Being able to continuously offer quality, innovative products while keeping costs low lays a foundation for the company to create competitive strengths on. Analysis Strengths: ?A couple of strengths that we found Target is posting is their large variety of product and brands. They offer a wide arrangement of goods that can attract an excessive amount of consumers to come through the store.Another strength that Target holds is a strong internal logistics structure. Their 37 distribution centers located across the US gives them a strong chance to open more stores, and reach more potential customers. (Target Co. ) They also offer the convenience of online shopping for all of their customers, not only offering ease of shopping, but also allowing those who may not have a target nearby still enjoys their goods. We also found that Target is in a unique position in respect to their current sales, over the last few years they have consistently posted growth in revenue, and gross profit.Weaknesses: ?A weakness that was found through our research was a decrease in liquid capital over the last 2 years, potentially making it difficult to manage working capital and operational needs. Furthermore, they have increased the total debt that they are obliged to, making the lack of current assets evermore detrimental. Another possible weakness is their lack of exposure to countries other than the US, they are currently only operating inside the US which could pose many problems due to their dependence on one market. Target Co. ) Opportunities: ?There are plenty of opportunities for Target when it comes to the expansion of their company into new markets. In 2013 Target will take its first step into an international market when they expanded in to Canada, creating Target Canada Co. (Target Co. ) Target has opportunities to expand their products, and broaden the breadth of their goods, especially the expansion of private label brands. Threats: ?The largest threat to target is that it is in a highly competitive market.There are a plethora of other stores selling the same goods, as well as the threats of counterfeit goods in the industry. (Target Co. ) Another threat is the potential of change in consumer preferences, creating a lack of demand for Targets goods. Threat of Substitute Products: ?We feel the threat of substitute products is high, there are many stores that offer similar goods that could be considered more attractive than buying from target; usually this is derived from the desire to obtain private label goods. Intensity of competitive rivalry in the Industry: The competitive rivalry within the industry is high, there are many companies competing against each other for the same customers, and market share. On top of the brick and mortar traditional shopping, there are now arising e-commerce competitors that intensify the competition within the industry. Threat of new Entrants: ?Considering the wide arrangements of goods offered by Target, we believe that the threat of new entrants is high. It’s also a highly competitive market, will low barriers of entry, so the combination of those two things creates an ease of entry for new ventures.Power of Buyers: We find that the power of buyers is high at Target, while they may not have much negotiating power within the store; they do have many options on where they are going to buy the particular good, which gives them the power to shop around and find the price that they like. Power of Suppliers: ?The power of suppliers at Target is low, since there has been a decrease in import barriers that has caused an increase in competition between suppliers. So the power of the suppliers to name the price has nearly been eliminated.Sustainable Competitive Advantage ?To operate effectively in the discount retail industry you need to be able to master some key functions, not only to achieve competitive advantage, but also to make it sustainable. Target displays a couple features we have noticed, that we feel allows them to obtain a sustainable competitive advantage. These SCA factors consist of the ability to m anage and perform off a highly effective supply chain and the ability to achieve high economies of scale, due to their huge market presence and mix of private branding. One of the factors that helps Target obtain an effective supply chain is the wide geographical coverage of their distribution centers. They currently control and operate 37 distribution centers ranging from the West Coast of Lacey, Washington all the way to the North East location of Wilton, New York. By having multiple disperse locations they have allowed themselves the opportunity to expand across the whole country. They have the capabilities to service any of their 1,700 plus stores in a timely manner.This in turn creates a larger geographical market to operate in effectively that some of their smaller competitors may not have the means to. ?A second important factor that Target masters is its offering of diverse products coupled with high economies of scale. Target offers product lines in departments such as; hou sehold, hardline goods (non-informational goods), apparel and accessories, home furnishings and food and pet supplies. By doing this they create a one stop shop effect which holds a high convenience factor in the eyes of consumers.In 2010, the highest percentage of sales was in household goods at 24%, the lowest percentage was food and pet supplies at 17% (Target 2012 10k). These statistics support the idea that Target is not just specialized in one department, but has been able to offer a wide variety of products, all of which hold a high demand. Coupled with the wide diverse product range, Target has been able to do this while achieving high economies of scale. They have incorporated 30 plus mixed and licensed brands which helps keep their operating cost low, giving them a higher profit margin.In addition, Target outsources their goods to multiple countries which helps generate lower costs. They currently have 27 offices in 18 different countries. Problems Moving Forward ?Looking forward, Target may continue to see problems in a couple areas. They currently face the struggles of competing with Wal-Mart internationally, driving traffic through their store/ online website and the ability to implement quality control. ?The biggest current problem is competing with their largest competitor, Wal-Mart, at an international level and depending solely on the American market.It is known that the American economy has taken a hit in the recent past and that can be reflected in Target’s recent profits. Being solely dependent does not allow them to mitigate their risk, which Wal-Mart has done by tapping into different countries. This may not be an existing problem for long. Target is exploring the Canadian market and expects to have 125 of 135 stores remodeled and opened in the years 2013-2014. This shows some promise because over 30,000 Canadians currently hold Target’s REDcard, which shows a strong brand presence (FOX). A second problem Target faces is dri ving consumer traffic through their stores and website. With the new emerging strategy of E-Commerce, consumers now have the ability to shop online in the comfort of their own home. This adds more competition to the market that Target already faced and these new entrants have the option to operate at a minimal cost. ?The last pressing issue Target may face for the future is quality control. Dating back to the start of 2012 and currently into the 2013 year, Target has recalled over 55 products sold.This damages the image of Target and the products it offers. We do not believe this should hinder their operations too heavily but it is something to take notice of and work on fixing for the future (Target). Strategic Recommendation Our strategic recommendation for Target is to implement a comprehensive, multi-pronged, in-store advertising campaign that focuses on organic and all natural products sales and promotions. Target’s commitment to healthy living and high wellness standard s is consistent with the benefits of this growing organic market.Target is able to add to their bottom line by tapping into this already established market, stealing market share from other retailers, and creating a new demand with non-organic users. Organic food sales in the U. S. comprise nearly half of global organic food sales. The global organic market reached $54. 9 billion in 2009, more than triple the $18 billion recorded in 2000 (Organic Agriculture in Wisconsin). Target has met the needs of the rapidly growing demand of healthier foods, more effective forms of exercise, and a booming interest in organic products, but have not taken full advantage of the market opportunity.Recently Target and Harris Interactive carried out a survey that polled American families and found that consumers are confused about how, why and where to shop for organic foods. Many families are unfamiliar or even unaware of the benefits of the organic foods and products. For instance the study showed that, â€Å"one-third (34 percent) of consumers surveyed believe that organic foods are superior to non-organic foods, but nearly two-thirds (61 percent) want to be better informed on the value of where it pays to buy organic† (Organic ConsumersAssociation). It is not enough to just offer organic food and natural products, Target needs to educate their consumers and persuade them to buy those products offered at Target. â€Å"People want to know more about organic products and where to best spend their money on them,† says Dr. Susan Mitchell, registered dietitian and SuperTarget Health and Nutrition Expert. â€Å"Target provides their guests with product choices for the whole family; products that enhance their lives in an affordable and accessible way.When it comes to feeding your kids, certain conventional choices are fine, but parents should be informed on where organic is the better bet. With the new Archer Farms organic product, Target has made it easy for parent s to make better decisions on what to feed their families† (Organic Consumers Association). Not until recently have a vast percent of our generation been diagnosed with allergies related to gluten, wheat, soy, etc. This is growing allergies are found to be passed on through genetics, and is only treatable through dietary changes.This means that the market will only continue to grow in future generations, not only by people who have the allergies, but also chose to limit their nutritional diet by choice for health reasons. Many companies now carry gluten free and organic food lines permanently and these product lines are continually growing. â€Å"a 2011 survey by the Organic Trade Association found that more than three-quarters—78 percent—of U. S. families are buying organic food, up from 73 percent in 2009. Forty percent of families say they are buying more organic food now than they were a year ago† (Organic Trade Association).In order for Target to full y tap into this growing market, they will need to continue expanding their current food departments in Target stores or convert them into Super Target stores. Target invested $500 million in 2010 in a new push on groceries, retrofitting some of its general merchandise stores with full-blown food sections. Sales and traffic at stores with the new grocery areas are about 6 percent higher than at similar stores without them, the company says (NY Times) Last year, nearly 1,000 Target stores offered an expanded food layout.At these Target stores, approximately 10,000 square feet is dedicated to a vast array of fresh food choices, including a curated assortment of fresh produce, fresh packaged meat and pre-packaged baked goods, in addition to dry and frozen offerings. By the end of 2012, more than 1,100 Target stores offer the expanded fresh food layout compared to 450 in 2010 (Target Press Release). Annette Miller, Target’s senior vice president for grocery, said she expected an e xpanded food department to move into most Target stores eventually.While the gross margins of the grocery business are about 18 percent, well below those of retail, which are about 30. 5 percent, groceries both drive visits and make existing stores more profitable, said Colin McGranahan, an analyst with Sanford C. Bernstein (NY Times). Target and Super Target carry many private labels and brands that specialize in healthy lifestyle and organic products. The Archer Farms brand offers organic products while remaining exclusive to Target, and continues to expand their brand with new product introductions regularly.Both Super Target and Target stores will continue to offer a variety and vast selection of organic products to meet the needs of all their consumers (Organic Consumers Association). Since Target Corp. has been successful with the launching and selling of their exclusive organic product lines, as well as mainstream brand organic products, we feel they need to focus on this dem and instead of starting a new venture. â€Å"Target is committed to helping guests see the value of organic products and their role in maintaining a healthy lifestyle,† says Greg Duppler, senior vice president, Target. We want our guests to have one-stop access to the healthy products they need without sacrificing the convenience and value that Target consistently delivers through our owned brands† (Organic Consumers Association). There is a lot more opportunity in this market than they have tapped into and we feel they should expand their educational programs and initiatives for them to fully take advantage of the organic product demand. Since Target Corp. already has the brand equity and brand awareness, we want to make their consumers more aware of the benefits and facts about living a healthy lifestyle and using organic and all natural products.Although Target has different advertisements and programs about healthy lifestyle, we feel they could incorporate a greater amount of product promotion and educational programs to increase their both their sales and brand image. Target Corp. needs to focus some of their advertising dollars on promoting these organic product lines. Not only the food and produce, but also the organic body care lines, and organic cleaning and household products. Organic is not just food. Over 2 billion worth of organic fiber, cosmetic, and household products were sold last year (Consumer demand for organic food boosts sales).They should increase and reposition their in-store signage and displays to create buzz and inform the shoppers of what organic products they carry. Similar to Publix â€Å"GreenWise† organic section in their store, Target should group their organic products together in each department of the store with attention grabbing, easy to read signage. Each department will include an organic aisle or section with end-cap aisle displays. Within these displays they will include informative, educational fac ts or promotional videos explaining the benefits of the organic products versus the non-all natural products.Larger signage and end-cap aisle displays will increase awareness and curiosity. Many people do not want to take the time to research the information about organic products, but if Target offers it in the store, the consumers will be more likely to read it and become interested in the product lines. ?Many shoppers associate organic products and food to Publix and Whole Foods, but we want consumers to also include Target in this category. This advertising boost is more of an initiative than a campaign, to increase awareness and drive profitability in the all-natural product market.We want to enhance Target’s brand image by incorporating more healthy lifestyle programs. Target would build and enhance their â€Å"wellness† section of their website for consumers to educate themselves on everyday wellness tips including organic foods and product ads, recipes, article s regarding the benefits of all-natural products. This would also include fitness tips, Target ads for exercise related products, vitamins, and more. We will focus this initiative towards mothers or heads of the households who do the family shopping. Why do people buy organic food? Parents tend to be motivated by health concerns.The Organic Trade Association found that nearly half of parents surveyed—48 percent—were motivated to buy organic food because they believe it is healthier for themselves and their children. Other motivators for parents include concerns over the effects of pesticides, hormones and antibiotics on children, and avoidance of highly processed food and artificial ingredients (Haumann). Many organic consumers are mothers who care about the wellness of their children and families, so we will focus mainly on healthy lifestyles for families. We will also offer special shopping lists and recipes for food allergies.Many mothers already shop at Target for their everyday needs and we want them to also buy any of the food products they can while they are there, especially organic. Based on these numbers, the organic food and beverage industry presents an opportunity for growth in both revenue and jobs during the downturn. Target has a huge advantage with their Red-card, that shoppers who have this credit or debit card receive 5% off their entire purchase every time they shop at Target or Super Target. This is another discount on top of Target’s everyday low prices compared to Whole Foods, Publix, and World Market.No other grocery store offers a credit card that allows a discount every time they shop, on top of sales and promotional items. With this Red-card, we suggest Target offers additional discounts, like Win-Dixie does with their shopping card. The consumers would receive Bo-Go discounts, weekly promotional prices on certain items and more when they use their Red-card to buy groceries. This would increase their credit card sales, total purchases, and especially grocery and food sales (exhibit). The marketing and advertising of this wellness and organic initiative will cost about $3. million for four months of in-store promotion and an additional $500k for enhancing Target’s website design. Remodeling an existing store to include the expanded fresh food layout requires an investment of around $1. 5 – 3 million, of which about 60 percent is related to merchandising initiatives like the expanded food selection and transformations in Beauty, Home, Shoes and Baby (Target Summary Financials) Our expanded fresh food layout offers around 90 percent of the food categories found in a Super Target with about 60 percent of the items, in approximately half of the space devoted to food in a Super Target (Target Summary Financials).With every store Target remodels to expand their grocery department, they increase their revenue by at least 6 percent. The advertising and in-store promotions will increase revenue by at least 4 percent within 6 months after we begin the initiative and increase total organic food sales by 12 percent within the year. This is a perfect time to start the in-store organic promotional campaign for Target. Summer and early fall is the highest revenue time for organic produce. Since the advertising and promotional collateral will mainly stay in-store and online, we can start right away and be ready to launch within 45 days.The website can be enhance as soon as possible, as well as the start of training for the current employees. Exhibit 7 in the Appendix shows a proposed timeline for our strategic recommendation for Target Corporation. Fallout and Summary These are the risks associated with our recommendation 1. Higher prices for organic food and products 2. Lack of demand and interest in organic food and products 3. Increase in a. operation costs for training of employees on education of organic benefits etc. and additional employees b. dvertising/marketing costs for signage and promotional advertising of organic product lines and foods c. costs associated with updating website content d. costs associciate with creating and expanding educational programs and sponsorships that promote organic products and food and healthy life styles References: 1. Organic Consumers Association. Another Big Box Chain, Target, Jumps Onto Organic Bandwagon. 28 Sept. 2006. Web. 05 Apr. 2013. . 2. Biesada, Alexandra. Target Corporation. 2013. Web. 5 April 2013. . 3. Clifford, Stephanie. â€Å"Big Retailers Fill More Aisles With Groceries. The New York Times, 16 Jan. 2011. Web. 6 Apr. 2013. . 4. Organic Agriculture in Wisconsin. â€Å"Growing Demand for Organic Food: A Bright Spot in a Tough Economy. † N. p. , Feb. 2012. Web. 06 Apr. 2013. . 5. Haumann, Barbara. â€Å"Seventy–eight Percent of U. S. Families Say They Purchase Organic Foods. † 2011 Press Releases. Organic Trade Association's Organic Newsroom, Nov. 2011. Web. 09 Apr. 201 3. . 6. IBISWorld. Major Companies. 2012. Web. 5 April 2013. . 7. Reuters. Profile: Target Corp (TGT). 2013. Web. 5 April 2013. . 8. Target Brands, Inc. corporate fact sheet. 2013. Web. 5 April 2013b. 9. Target Brands, Inc. shop Target's exclusive online-only brands. 22 January 2013. Web. 5 April 2013. . 10. Target Brands, Inc. stock information. 2013. Web. 6 April 2013. . 11. Target Brands, Inc. Target tops for customer experience. 5 March 2013. Web. 5 April 2013. . 12. Target Corporation. â€Å"Form 10K. † 10K. 2013. PDF. 13. Target Corporation – Financial and Strategic Analysis Review. 5-Nov-2012. Web 5 April 2013. reference code: GDRT33397FSA . 14. â€Å"Target Remodels 90 Stores to Expand Fresh Food Selection. † Press Room. Target Corporation, 24 Apr. 2012. Web. 09 Apr. 2013. .

Naming Ceremony

The Naming Ceremony of James Kofi Owusu-Ansah On February 21st 2009, I was invited to a naming ceremony at the Martin’s West Hall at Security Boulevard. It was for a three months old boy. Mr. and Mrs. Joseph Owusu- Ansah were the couple hosting the event. They are from the Akan tribe in Ghana, West Africa. The baby-naming ceremony or Out-dooring is the first of many life-cycle rituals performed in the Akan culture throughout a person's life. The Akan do not name a child until a child's been alive for seven days.The feeling is that the baby night be a spirit who has come to look at the world and then go back. After a child is born, according to tradition, the mother and child are usually kept inside for at least seven days. There is no big hoopla or big excitement about this baby for seven days. In fact, if the child should pass away before the seventh day, there is no mourning for that child. If the child lives for seven days, then it is felt that the child has come to stay an d be a part of the community.There was quite a crowd of big names of Ghanaians in the community and Dr Kwesi Mfume was among those seated at the High Table. There was a priest from the church the family attends, an appointed linguist who presented and interpreted the naming process to the guests at the ceremony. There was an elder who was the uncle of Mr. Owusu-Ansah. Traditionally, the child's name is given by one of the elders of the family. The first name is usually the day of the week on which the child was born and in this case the child was born on a Monday so he was called Kofi.The second name is something specific, and personal about the child, such as something about the birthing experience, or an ancestor's name, and since they were Christians the parents named him James, and the third name is the family's name, Owusu -Ansah. The priest said a prayer asking blessings for all who were gathered, especially for the baby. The gods and ancestors are asked to protect and guide t his child, to see that the child has the things that are needed for a good life and to help the child become a positive member of the community.The child, the father, the mother, and the godparents face the crowd. Since it was a boy the godfather had to present the baby to the crowd. The godfather lifts the child three times from the ground into the air to introduce the child to the ancestors and to the gods and says, today we show the child who sojourns with us to the morning star. † So we show the child to the earth, to the ancestors, to the heavens, and to the community, and ask for blessings for the child. The child was told what is expected of him, by responding to his name; respect his parents, elders of the society.He is told not to lie, cheat and be a responsible person in society . The main ceremony is over and the rest of the evening was full of dancing, eating and drinking, giving the baby gifts which is normally money. I was so impressed by the whole function becau se I never expected the function to be so traditional like it was back home although instead of seven days old James Kofi Owusu –Ansah was three months old, and the Americans who were invited were so comfortable and some even participated in the cultural dances.

Non Humans and Graphics‏ Essay Example | Topics and Well Written Essays - 4500 words

Non Humans and Graphics† - Essay Example Which is vry tru. Howvr it is anothr mattr that natural slction and cultural slction, that will ultimatly dcid on th "popularity" of an art don't function in th sam way. Anyhow How can w rmov th cultural bias or th human bias that w hav in our art forms .Answrs in Artificial Lif: Artificial lif may b dfind as "A fild of study dvotd to undrstanding lif by attmpting to driv gnral thoris undrlying biological phnomna, and rcrating ths dynamics in othr physical mdia - such as computrs - making thm accssibl to nw kinds of xprimntal manipulation and tsting. This scintific rsarch links biology and computr scinc."1 Most of th A-Lif simulations today can not b considrd truly aliv, as thy still can not show som proprtis of truly aliv systms and also that thy hav considrabl human bias in dsign. Howvr thr ar two viws that hav xistd on th whol ida of Artificial Lif and th xtnt it can go. Strong A-Lif is xactly th rvrs. John Von Numann onc rmarkd "lif is a procss which can b abstractd away from any particular mdium". In rcnt tims cologist Tom Ray dclard that his computr simulation Tirra was not a simulation of lif but a synthsis of lif. In Tirra, computr programms compt for CPU tim and accss to th main mmory. Ths programs ar also volvabl, can rplicat, mutat and rcombin. . . Today graphic dsign is rcognizd through th mass production of publications, advrtising, and printd litratur, but during th Mdival and Rnaissanc Tims, graphic dsign was still at its roots. DurinG th lat5600S it5was m@nUsCripps tha showd5arlY Hints5of gap)c drign and tipogPa0hic ,mNtc, but baaus of th% Prgd%ctign and5b2atO2 of th xt, th5manuscri0ts wr still v2y5duah cNnsi$rd an art. n o"dr5to undrstand this possibility it is ncssary to look at th procss in which manuscripts and othr publications wr cratd from 680-1500 C, how w distinguish graphic dsign, how w distinguish art, and how w undrstand thm as two compltly diffrnt forms of xprssion and communication. 2 In ordr to undrstand it's plac during th Mdival and Rnaissanc tims, it is important to undrstand what w dfin as graphic dsign and what w dfin as art. Rfrring to Malcolm Barnard's svral points in Grapic Dsign as Coemunication, graphic dsign is a unitrsally visual languag that can b mass producd and clarly communicats an ida, product, oC campaign in a "'forthright' and 'plain' fashion" (Barnard 163). Art on th othr hand is supposd to b th xact opposit; not univrsal, basd on intrprtation, cratd as a product of and by th xprssion of th artist (not a clint), and ambiguous. With ths dfinitions said, it is important to now discuss graphic dsign and art's plac during th Mdival and naissanc Tims. Starting in th lat 600s,5manusCrIpts wr prodUcd by monks or Fujs and wr eaD iThr "y ! 3ingl5artist or a5group. At5this Ti,, any f/rm of tXt that5was cratd was dmN5bx (and. This wittn languag5cAf graphically B cAtgorizd as Fodhic, And mor spciFicalli th5f/Ft Styl can5b rfRrd5to as sCriPtoRi5m Du to tH fact5tha5svral or oN

The argument for net neutrality Research Paper Example | Topics and Well Written Essays - 2000 words

The argument for net neutrality - Research Paper Example This method can be seen just as the current method of obtaining water from the utility company. The flow information, or data, can be seen as the flow water to a home. From that point the amount of water coming into a home can be increased by purchasing a larger inlet pipe from the provider. This is the same concept with Internet service providers. Once the water reaches a home it can be distributed and used around the home as much as needed up to the max flow that the pipes allow. This same concept is the same with the Internet. Information flow comes in to the home and distributed to devices until the â€Å"pipe† is full. Internet service providers now want to not only charge for the pipe coming into the home but also split up the types information within the flow into tiered charges as well. This is where the idea of net neutrality comes into play. Net neutrality states that the flow from the pipe is a stream of data just like the water is from the water company and should not be filtered to charge for certain types of data coming through. The Internet is a flow of information and should not be restricted based on the types of information coming through the pipes. Problems in the absence of neutral net services The issue of net neutrality received widespread media attention when some broadband service providers (BSPs) such as Verizon, Comcast, and AT &T proposed to charge popular online Web sites for priority delivery of the latter’s content to their residential and commercial customers. The proposal encountered stiff resistance from those who were supposed to be charged, and thus erstwhile competitors such as Google, Yahoo!, and Microsoft were soon lobbying before the U.S. Congress to pass legislation that would prevent the BSPs from carrying out their proposed plan and thereby maintain what was termed the â€Å"neutrality† of the Internet (Guo, et al, 2010, p.244) Commercialization is intruding virtually in every segments of human life and internet is also not an exception. When internet was introduced, people visualized or welcomed it as an ocean of free or unpaid knowledge. However, business people quickly realized the huge business potential of internet and quickly started their efforts to transform internet from a free service to a paid service. Many internet service providers in America like Verizon, Comcast, and AT &T, started to restrict their free internet services one way or other which resulted in the creation of the topic; net neutrality. Enforcing fees for using some kind of network services is just like restricting the natural right of people to get drinking water. Knowledge is a property which cannot be restricted or used for commercial purposes. It should be remembered that what would have happened, had our ancestors try to hide their knowledge instead of distributing it freely to the future generation. What would have happened if the inventor of electricity asked for patents or fees for his discov ery? Knowledge, technological advancements, discoveries and inventions should be used for the

Harlem Renaissance poets Assignment Example | Topics and Well Written Essays - 750 words

Harlem Renaissance poets - Assignment Example Harlem Renaissance Poets Project Paper Significance of Jean Toomer’s and Langston Hughes’ Roles in the Harlem Renaissance A mere fact will suffice to encompass a man’s life. In Jean Toomer’s case, that fact pertains to P. B. S. Pinchback, Toomer’s maternal grandmother who served as acting governor of Louisiana (Ramsey, 2003). In Langston Hughes’ case, the fact pertains to Hughes’ stint as a bellhop in a Washington, D.C. hotel where he managed to persuade a prominent, literary hotel guest to read three of his’ poems which led to the inauguration of Hughes’ literary career (Lewis, 1994, p. xxv). What can we infer from these facts? The obvious inferences are that Toomer was rich and Hughes was poor. The not so obvious inferences are that their names are remembered, and they are remembered on the strength of the experimental novel Cane, in Toomer’s case; and speaking for myself, in Hughes’ case, for bold pronoun cements such as â€Å"If white people are pleased we are glad†¦If colored people are pleased we are glad. If they are not, their displeasure doesn’t matter either (Lewis, 1994, p. xxx).† Toomer, who wasn’t as outspoken as Hughes, would’ve applauded Hughes’ for Hughes’ was alluding to artistic freedom which bows to no ideology, political agenda, nor common goal. Alas, artistic freedom will only get you so far, for what is required is talent and, when the going gets tough, genius. It goes without saying that Toomer and Hughes had talent. Let’s see where it took them—artistically.... It goes without saying that Toomer and Hughes had talent. Let’s see where it took them—artistically. ‘Double-consciousness’ in the Poems of Toomer and Hughes In the poem â€Å"Cotton Song,† Jean Toomer introduces a syntactical shift in the third stanza, going from Standard American English to American dialect of the Deep South. This is a manifestation of ‘double-consciousness.’ How do we explain it? We don’t. What we do is read the line â€Å"We ain’t agwine t wait until the Judgment Day (Toomer,1993, p. 9),† and let the words do their magic. I doubt a five hundred page biography, describing the hardscrabble life of an American Negro cotton picker at the turn of the 20th century could do as well and as much in evoking the feel and texture of a time and place, which no longer exists, than this one extraordinary, singular line of verse that flouts all convention of Standard American English, and gets away with it. And Toomer gets away with it because his English is otherwise prim, neat, and familiar. Consider the last four lines of his poem the â€Å"November Cotton Flower:† â€Å"Superstition saw/ Something it had never seen before:/ Brown eyes that loved without a trace of fear,/ Beauty so sudden for that time of year (Toomer, 1993, p. 4). In â€Å"November Cotton Flower,† the ‘double-consciousness’ is semantic, the miraculous transformation of a cold, drought stricken land to a blooming field of cotton. In Langston Hughes’ poem â€Å"The Negro speaks of Rivers,† a Negro speaks in the first person while invoking the poem. The ‘double-consciousness’ is evident in the use of the third person in the title. It’s as if the poet has split himself in two and the older, wiser version of

Psychological Anthropology Research Proposal Example | Topics and Well Written Essays - 1000 words

Psychological Anthropology - Research Proposal Example Dean attempts to persuade Cindy to give their relationship another chance but Cindy refuses and moves away with their daughter claiming that their daughter cannot stay in a broken home. The film ends where Dean walks away from the house and tells the daughter who runs after him to stay with her mother.The reason for choosing the Blue Valentine film is to explore the social life or cultural phenomena of people in the society. The research investigates or aims to determine social aspects of people in a given society. In anthropology, the study of social aspects is classified under social anthropology, which is the branch of anthropology that attempts to reveal the way human beings behaves in the social groups or in the society. The researchers of social anthropology often carry a long-term and intensive field studies including participant observations, customs, conflict resolution, family structure, childbearing and gender relations. Therefore, the film of the Blue Valentine attempts t o focus on the social life of two young couples, the underlying logic of Dean and Cindy, their social behaviors and contradictions of their social life. Therefore, using the narrative or the storyline from the film can enable one to explore the ambiguities, contradictions of social life in the contemporary society or the underlying aspects of social behaviors in a social group. This will enable the researcher to develop a clear picture on the way human beings in social groups behave in the contemporary society.... Section B The reason for choosing the Blue Valentine film is to explore the social life or cultural phenomena of people in the society. The research investigates or aims to determine social aspects of people in a given society. In anthropology, the study of social aspects are classified under social anthropology, which is the branch of anthropology that attempts to reveal the way human beings behaves in the social groups or in the society (Casey and Robert 37). The researchers of social anthropology often carries a long-term and intensive field studies including participant observations, customs, conflict resolution, family structure, childbearing and gender relations. Therefore, the film of the Blue Valentine attempts to focus on social life of two young couples, the underlying logic of Dean and Cindy, their social behaviors and contradictions of their social life. Therefore, using the narrative or the storyline from the film can enable one to explore the ambiguities, contradictions of social life in the contemporary society or the underlying aspects of social behaviors in a social group. This will enable the researcher to develop a clear picture on the way human beings in a society groups behaves in the contemporary society. Therefore, the researcher will focus on the issue by extending social phenomena beyond art, culture and cognition. Section C Social theory is an effective approach that the researcher can use in the significant data analysis. Social theory is analytical approach or paradigm employed by researchers in examining the social phenomena. This theory takes into considerations the way societies lives, develops or behaves; thus it is an approach attempts to explain the social behaviors of human beings in the

As Project Management evolves a new set of issues is demanding Essay - 1

As Project Management evolves a new set of issues is demanding attention - Essay Example Consequently, complexity and drastic change build a high-risk environment wherein decision makers have little faith about the future. They view experiences through dense perspectives and base their decisions on guesswork and small measures of certainty (Lewis 2007). Making things more difficult is the aggressively competitive environment that has emerged with the introduction of the Internet and the spread of globalisation. This competitive environment has motivated a fascination with winning customers’ hearts and minds. In the contemporary business environment, customer satisfaction rests at the core of most business endeavour (Lewis 2007). This paper will explore the new business climate and their implications for project management. The traditional saying â€Å"the only constant is change† (Frame 2002: 26) ceases to be a witty oxymoron and is now a prevailing reality in contemporary business life. Untapped change is a primary determinant of project failure. Changes in markets, technology, regulations, budgets, and personnel motivate changes in project requirements and demands. Project personnel discover themselves operating in ‘rubber baselines’ (Frame 2002: 26). The abundance of alternatives is obvious in project management. For instance, there are several workable ‘scheduling software packages’ (Howes 2001: 13) being recommended by suppliers. How does an individual choose from such diversity? A great deal of the complexity of present projects is linked to the diversity of alternatives confronting all project actors, from customers to team members to project managers. These alternatives cover all project features. For instance, consider the alternatives related to the buying of a product or service (Howes 2001). Practically any product or service to be used on a project has a variety of suppliers or providers, each with its distinct qualities (Frame 2003). In

Development of Political Parties Research Paper

Development of Political Parties - Research Paper Example 78-79). This paper is an attempt to present a bird eye’s view of the history of the political parties in the United States of America. Discussion Surprisingly, the constitution of United States, unlike other constitutions of the nations does not present any guidelines about the political parties of the country. In fact, the First President of United States and the Father of the Nation, George Washington was strongly against political parities because he viewed political party system as something, which would bring conflicts, inefficiency, and stagnation to the system (Eldersveld & Walton, pp. 123-125). However, as soon as United States gained independence, disagreements and discrepancies surfaced out in the views of the founding fathers of America (Cohen, Fleisher & Kantor, pp. 513-516). The First Part System came into being when differences between the Treasury of the State Alexander Hamilton and Thomas Jefferson regarding the role and strength of the federal government (Nivo la & Brady, pp. 78-79). Hamilton and its supporters wanted a strong central government to control ad look after the matters; however, Jefferson and his disciples feared that a strong central government like that of Britain would invite the states to stand up against the Federation someday. This was the era of 1792-1824 (Maisel, pp. 98-99). This tug of war between the Federalist Party of Hamilton and Jefferson’s Democratic Republican Party went on to include various foreign policy issues as well (Eldersveld & Walton, pp. 123-125). Towards the end of the 1820’s the era of good feelings started and these personal and policy differences were settled. However, important here is to note is that Democratic Republic Party was the clear winner and survivor (Sabato & Ernst, pp. 269-278). However, it was not until the Second Party System that foundation of the modern American Political Party system came into existence. During this era of 1828 to 1854, the Democratic Party led by Andrew Jackson and the Whig Party in the leadership of Henry clay were facing each other (Eldersveld & Walton, pp. 123-125; Ritchie, pp. 367-373). Towards the end of this era, many of the democratic leaders accepted Whiggish ideas; however, many other economic and social issues were forcing the Democratic Party itself to divide into two thus giving birth to the third political party system in the United States (Wilson & DiIulio, pp. 193-197). This was during the third political party system when the Republican and Democratic Parities emerged which continue to be the dominant force in American politics (Stonecash, pp. 59-67). Many experts believe that the newly born Republican Party emerged as a national party, which was bold enough to take strong economic and social decisions such as creation of banks, rail roods, abolishment of slavery and others (Bibby & Schaffner, pp. 112-113; Maisel, pp. 98-99). In fact, slavery was the major issue during this period. The Democratic Party, which had a strong alliance with the farmers of the South and the West were unable to continue this alliance due to the issue of slavery. Furthermore, the Democratic Party finally was divided into two fractions with for and against slavery (Maisel, pp. 26-28). On the other hand, Republicans believed on the concept of free soil and thus wanted the abolishment of slavery (Cohen, Fleisher & Kantor, pp. 513-516). As mentioned earlier that Republicans remained in the spotlight during this era and after the civil war, they were able to exercise their control over

Fundamental of management information system Essay

Fundamental of management information system - Essay Example This kind of situation lowers the business performance of the company since the financial accountability cannot be demonstrated. Decision making by the management too is hindered since the best decisions are made based on the upward trending of a company’s financial position. In order to rescue this situation, the board of directors at Snyders Hannover need to come up with a clear strategic plan that befits the company. The plan should be proportionate to the current sales and allow for increased sales later in the future. The financial taking system should totally undergo an overhaul and move to a new digital platform that allows the branches to evaluate their financial position and the company as a whole conduct audits either half-yearly or yearly (Reynolds & Stair, 2013) This model would at least bring stability and accountability in the finance department at the head office since the pressures of analyzing financial statements every end month would all be

Marijuana and Alcohol Essay Example for Free

Marijuana and Alcohol Essay It shouldn’t be much of a surprise that alcohol and marijuana comprise the two most commonly abused drugs by young adults in America. But while many would ask why young adults use these drugs, it’s more important to understand how these drugs affect the body. What exactly do these drugs do to the body and how does the body process them? Are the effects always negative? Does the amount consumed make a significant difference? First I will give a brief history of each drug, followed by the physiological processes of digesting each drug in the body, and I will conclude by examining the short and long-term effects of prolonged use of each substance. My goal is to give honest explanations about the effects of each drug using the most recent and accurate scientific data and statistics. To understand these drugs more effectively, it is important to give a brief history of each. Marijuana use has been documented as early as 2737 B. C. in ancient China. It spread through India, North Africa, and Europe as an â€Å"agent for achieving euphoria† and as a medicine for a variety of illnesses (â€Å"History of Marijuana†). It was first introduced in America in 1611 in Jamestown, Virginia. Up until the 20th century, it was never made illegal in the United States because the users didn’t seem to cause harm to themselves or others while on the drug. It wasn’t until the 1930’s that legislation was introduced to portray marijuana as a dangerous, addictive drug that would lead to narcotic addiction. 40 years later, in the Controlled Substances Act of 1970, marijuana was legally classified as a Category 1 drug (the same category as LSD and heroin). During the Reagan administration, very strict marijuana laws were passed in attempt to further discourage teenagers from using the drug. The end result was a decrease in usage in the short term, but there has been a steady upward trend of usage since the early 1990’s (â€Å"History of Marijuana†). The history of alcohol also dates back thousands of years. Fermented grain, fruits, and honey have been used for alcohol production since 7000 BC. Again, the first documented use is in China. Gradually, the use of alcohol spread through India, Babylon, and Europe. By the 16th century, the British government actually encouraged alcohol use for â€Å"medicinal purposes† (â€Å"Alcohol: A Short History†). Not coincidentally, alcoholism became a widespread problem for Great Britain during that time period. But it wasn’t until the late 19th century that attitudes around the world starting changing in regards to alcohol. A movement for prohibition was rising and by 1920, the United States had outlawed production and distribution of alcohol. 13 years later, in response to an enormously uncontrollable black market for alcohol that the government indirectly created, Congress repealed the law. Today, alcohol is widely used by not just those legal to buy it, but also by teenagers and young adults. An estimated 15 million Americans (all ages) suffer from alcoholism and 40% of all deaths due to car accidents involve alcohol. (â€Å"Alcohol: A Short History†) It is important now to focus on the physiological process of digesting marijuana in the body. An article titled â€Å"How Marijuana Works†, written by Kevin Bosner gives extensive detail on how the body processes the drug. Marijuana is most commonly ingested through smoke. The strongest chemical in marijuana is THC (delta-9-tetrahydrocannnabinol), which gives a â€Å"high† feeling to users. When smoke from marijuana is inhaled, THC goes into the lungs and is exposed to millions of tiny sacks called alveoli. The alveoli are responsible for the gas exchange between capillaries and lungs. THC enters the alveoli where it is transferred to the blood stream, which then brings the compound into major organs like the brain. Typically, THC reaches the brain within seconds after it is inhaled. After THC reaches the brain, it affects the neurotransmitters in the brain by mimicking and blocking the actions of the neurotransmitters. When neurotransmitters are blocked, the transfer of neurons across the synapse is hindered. This slows down reaction times and cognitive ability. It is also important to note that the brain does have cannabinoid receptors, which process THC, a cannabis chemical. The cannabinoid receptors when activated can have an effect on short-term memory, coordination, learning, and problem solving. The cannabinoid receptors are normally activated by a neurotransmitter called anandamide. THC mimics the actions of anandamide and therefore can bind to cannabinoid receptors, activate neurons, and affect the body and mind. Cannabinoid receptors exist in seven different places in the brain: hippocampus, cerebellum, basal ganglia, amygdala, hypothalamus, neocortex, and brain stem. Each place in the brain controls different functions in the body and each is affected in a different way by the cannabinoid receptors. When THC binds with receptors in the hippocampus, it affects the short-term memory. When THC binds with receptors in the cerebellum, it can affect one’s coordination. THC can affect unconscious muscle movements when its binds to receptors in the basal ganglia leading to a loss of motor coordination skills. People also feel anxious and nervous when ingesting marijuana due to the effect THC has on the amygdala, which is responsible for anxiety, emotion, and fear. When THC binds to receptors in the hypothalamus, it affects one’s appetite, which explains why people tend to get hungry when they feel high. THC impairs problem-solving abilities when THC binds to receptors in the neocortex, which is primarily responsible for â€Å"higher cognitive functions and the integration of sensory information† (â€Å"How Marijuana Works†). Lastly, the effect it has on the brain stem can reduce the sensation of pain. Alcohol, on the other hand, is processed in a different way than marijuana. Alcohol can only be ingested orally, usually in a liquid form that goes straight down the mouth through the esophagus and into the stomach. The Brown University Health Center gives an in-depth discussion of the digestion process of alcohol in an article titled â€Å"Alcohol and Your Body. † Once in the stomach, the alcohol flows through the walls of the stomach into the bloodstream and on to the small intestine. From there it flows into the liver. In the liver, a compound called gastric alcohol dehydrogenase (ADH) metabolizes the alcohol. The amount of ADH a person has will determine how well the body can process the alcohol. The more ADH the body has, the better it can process the alcohol. A normal, healthy liver can process about half an ounce of pure alcohol every hour. If the rate of alcohol ingested exceeds 1 pure ounce every hour (about 1 standard drink per hour), the rest of the alcohol continues through the blood stream and flows to the heart. When it enters the heart, alcohol reduces the heart rate, which lowers the amount of blood being pumped through the body. This lets the capillaries relax and as a result, blood pressure goes down. The heart rate will return to normal shortly after the alcohol passes through the heart, but the blood pressure could remain low for up to a half hour after the alcohol goes through the heart. After passing through the heart, alcohol flows through the pulmonary artery into the lungs. After the gas exchange between oxygen and carbon dioxide, the blood, which is now oxygenated but still contains alcohol, flows back to the heart through the pulmonary vein, and then out of the heart through the aorta to the rest of the body. It then reaches the brain and retards the transmission between nerve cells that control the ability to think and move. This causes many of the side effects associated with being drunk: fuzzy thinking, impaired judgment, blurred vision, and rubbery muscles. Alcohol also reduces the production of antidiuretic hormones. These hormones prevent the body from making too much urine. A loss of these hormones results in too much urine. Too much urine causes lower levels of liquid, vitamins, and minerals in the body, which is why many people feel so thirsty when they drink and especially the day after they drink. The flow of alcohol throughout the body will continue until the liver can produce enough ADH to metabolize all the alcohol. Obviously, the more alcohol consumed, the more intense the side effects of drunkenness will become (â€Å"Alcohol and Your Body†). Now that the physiological process of alcohol and marijuana is clear, it is necessary to compare the effects of each substance. â€Å"Marijuana vs. Alcohol†, an article published on saferchoice. org, outlines both the short and long-term effects. Beginning with the short-term effects (effects felt immediately within minutes of consuming either drug), both drugs impede brain function and cause some similar side effects. However, there are some key differences between the two drugs that must be addressed. First, an excess of alcohol consumption in one sitting can lead to death. If the Blood Alcohol Concentration (BAC) gets too high, (usually . 4% or above) it can slow down the heart to the point where the contractions stop all together causing cardiac arrest. It can impede brain function to the point where unconscious breathing no longer continues resulting in death. The US Centers for Disease Control and Prevention (CDC) reports that 37,000 people are killed annually in the United States from alcohol abuse (â€Å"Marijuana vs. Alcohol†). The CDC does not even have a category for people killed from marijuana use. There has never been a case of an individual dying from a marijuana overdose. Another differing effect is the impact each drug has on brain cells. It has been well documented that alcohol kills brain cells, but marijuana has not been proven to kill brain cells and in fact, a growing number of studies in the medical community indicate that marijuana has properties that protect brain cells (â€Å"Marijuana vs. Alcohol†). Alcohol can also have damaging effects in its behavioral components. According to â€Å"Drugs of Abuse and The Elicitation of Aggressive Behavior, an article written by Peter Hoaken, â€Å"alcohol is the drug with the most evidence to support a direct intoxication-violence relationship. † On the other hand, marijuana was shown to reduce the likelihood of violence during intoxication. The National Institute on Alcohol Abuse and Alcoholism also reports 25-30% of violent crimes in the United States have a link to the use of alcohol (â€Å"Marijuana vs. Alcohol†). There is no comparable statistic for violent crimes with a link to marijuana because the government doesn’t track violent crimes related to marijuana use. It is a rare occurrence. Alcohol use has also been shown to contribute to domestic abuse and sexual assault. Obviously, alcohol does not directly cause this problem but those are who more prone to that kind of behavior will likely act on it during alcohol intoxication. The Rape, Abuse, and Incest National Network (RAINN) declared alcohol to be the most commonly used chemical in sexual assault crimes. Interestingly, RAINN’s website gives information about all drugs that are linked to sexual violence and marijuana does not even have a category on their website because it has never been associated with sexual assault crimes (â€Å"Marijuana vs. Alcohol†). Clearly, in the short term, the effects of marijuana are less dangerous than alcohol when both substances are used to get intoxicated. But there is another component to the discussion: alcohol is not necessarily used for intoxication. Most adults drink a beer, or a glass of wine with dinner. The drink or two does not cause any of the serious effects associated with â€Å"drunkenness†, but rather might relax the individual by slightly lowering heart rate and blood pressure. While there are a small minority of people of who use marijuana in this way, (perhaps a small dosage before a meal to improve the taste) it is in no way as widely used in this manner as alcohol. Most people smoke marijuana with the sole purpose of intoxication. So it begs the question, can a drink or two daily be good for the human body? There have been a number of studies in the last decade to suggest that it is indeed beneficial to have a drink or two daily. According to an article â€Å"Alcohol is Good For You? † in the New York Times, there is general consensus in the scientific community that a couple drinks a day ward off diabetes, dementia, and even lowers the risk of heart attacks. The article goes on to say though that a growing number of scientists are starting to question whether this is causation or correlation. Many scientists believe that moderate drinking is not something healthy to do, but rather something that healthy people tend to do. That being said, there are certain factors that lead scientists to the belief that a low amount of alcohol consumed daily can be beneficial: alcohol increases HDL cholesterol which has anticlotting effects and alcohol also reduces the heart rate and blood pressure lowering stress on the body. All in all, more studies are being conducted to determine whether or not there is true causation between moderate drinking and marginal health benefits. However, even the largest proponents of moderate drinking acknowledge the limitations in truly proving causation. The study would be costly and in order to avoid bias and controversy, the study would have to be financed by the government and the government would likely avoid the issue because it is controversial. In terms of marijuana though, there is no group of respected scientists that recommend smoking a joint daily for health benefits. There have been studies showing that smoking moderate amounts of weed may not be as harmful as was originally thought, at least to some parts of the body. But again, it still isn’t recommended. According to an article in Scientific American called â€Å"Casual Marijuana Smoking Not Harmful to Lungs†, smoking one joint per day over long periods of time does not decrease lung function. The study compared the effects of cigarette and marijuana smoke on the lungs over twenty years. Obviously, tobacco was revealed to have negative effects on the lungs, but with pot-smokers, lung capacity was not affected at all and even in some cases seen to have mild improvement. Scientists believe though that this may the effect of the â€Å"deep breathing† that marijuana users often do to sustain a better â€Å"high. † Also, the typical marijuana smoker might smoke one joint per day while the typical cigarette smoker ingests between half a pack and two packs per day. Although the study shows some neutral and slightly positive effects of marijuana on the lungs, they also go on to say that chronic moderate marijuana use, meaning those who smoke up to a joint per day for years, has also been associated with anxiety, schizophrenia, bipolar disorders and depression. Again, it is hard to prove direct causation between marijuana and mental illnesses, but there certainly is a correlation. The article also says that marijuana affects learning and memory, as well as everyday functioning and alertness. These long-term effects are not necessarily shocking, but depending on the age of the marijuana user, the long-term effects can be extremely detrimental. According to â€Å"Adolescent Pot Use Leaves Lasting Mental Deficits†¦Ã¢â‚¬  an article in Science Daily, marijuana use has much more serious effects on adolescents. The study followed a group of teenagers, documenting their IQ at age 13 and age 38. There was an average decrease of 8 points in those who started using pot chronically (at least once a week for a few years) before 18 years old. There was not a similar decline in those who started using the drug after 18. Worst of all, the damage was irreversible. Many of the ones who lost IQ points stopped smoking marijuana after age 18, but never recovered the cognitive ability they lost due to marijuana. Those who smoked chronically before age 18 were also more likely to suffer from mental illnesses at some point in their life. Many of the same losses in cognitive functioning are associated with underage drinking as well. One of the main reasons the drinking age in the United States is 21 is because it has been proven in numerous studies that alcohol abuse as an adolescent impairs cognitive ability and hinders brain function. Generally speaking for drinkers of all ages, one of the largest long-term effects of chronic alcohol abuse is a wide variety of cancers. Alcohol abuse can cause cancer of the stomach, esophagus, colon, pancreas, liver, and even the prostate (â€Å"Marijuana vs. Alcohol†). In comparison, marijuana has not been associated with any forms of cancer. There is another alarmingly serious consequence associated with alcohol abuse that has not been found with marijuana abuse: addiction. Alcohol is a very addictive substance. It is not uncommon for the body to go through alcohol withdrawals after continuous drinking over even a short period of time. Common alcohol withdrawal symptoms include anxiety, twitchiness, sweating of the palms, and headaches. Marijuana has not been shown to cause any physical withdrawal side effects. There might be a psychological addiction, but no physical symptoms of withdrawal in the body (â€Å"Marijuana vs. Alcohol†). In conclusion, neither drug is recommended in large amounts over a long time period or any time period for that matter. Clearly though, in the short-term, the effects are far less grave and dangerous with marijuana. Alcohol overdoses are deadly. Marijuana â€Å"overdoses† will cause to you to pass out at worst, but will not kill you. Alcohol in large quantities makes people more violent, and can often to lead to sexual assault. Marijuana does neither. Prolonged abuse of either substance though leads to declining cognitive function. Excessive marijuana abuse leads to depression, schizophrenia, and other mental illnesses. Excessive alcohol abuse can lead to liver failure, cancer, sometimes depression, and many other diseases. Most importantly, both drugs are especially damaging to adolescents because they affect the development of the brain. Overall, these two drugs, when used in moderation, won’t kill you, and might even have some beneficial effects. For example, marijuana is often used as a medicine: many people recovering from chemotherapy use it to relieve nausea and increase the appetite. One or two drinks of alcohol per day can lower the risk of heart attack, high blood pressure, and stroke. The big difference between the two is that alcohol has been studied for decades now. The consensus on alcohol is clear: too much is bad and it is acceptable in moderation. Marijuana has not been studied as extensively and more research will need to be done to determine concrete side effects or benefits associated with long-term usage. Obviously, it is not as harmful as originally thought when it was first made illegal in 1970 and classified as a Category 1 drug. Nobody today thinks marijuana is as dangerous as LSD and heroin. That being said, many more studies need to be done before the scientific community can come up with a general consensus about the long-term effects of habitual usage of the drug. Works Cited Adolescent Pot Use Leaves Lasting Mental Deficits; Developing Brain Susceptible to Lasting Damage from Exposure to Marijuana. ScienceDaily. ScienceDaily, 27 Aug. 2012. Web. 18 Nov. 2012. http://www. sciencedaily. com/releases/2012/08/120827152039. htm. Alcohol and Your Body. Rep. Brown University Health Education, n. d. Web. 18 Nov. 2012. http://brown. edu/Student_Services/Health_Services/Health_Education/alcohol,_tobacco,__other_drugs/alcohol/alcohol__your_body. php. Bosner, Kevin. How Marijuana Works. HowStuffWorks. N. p. , n. d. Web. 18 Nov.