Impact of Tariffs on U.S Trade and Economy

Impact of Tariffs on U.S Trade and Economy Abstract This paper analyzes current trade tariffs in the United States and their impact on trade and the overall economy.   It notes that the United States has, over the past three decades, engaged in more open approach to trading with trading agreements like NAFTA.   Although such agreements have had negative effects in jobs losses in certain economic sectors, it has been beneficial in growing trade among the signatories of the agreement.   The paper also notes that the United States has some of the lowest tariffs overall with trade-weighted import tariff at 2% for industrial goods which constitutes 90% of all imports.   The consequences of the liberal trade approach have been the continued increase in American trade deficit that topped $811 billion in 2017.   In spite of the growing trade deficit, the United States has remained has the largest economy and has grown robustly over the decades with the exception of considerable slowdown after the financial crisis. There are ongoing concerns as noted in regard to the trade spat with China that could lead to the imposition of tariffs and counter-tariffs potentially leading to full-scale trade war which would negatively affect the economies of both nations. Existing uncertainty also impacts investment in sectors that are geared towards exports and could lead to lower than projected economic performance.  Ã‚   Impact of Import and Export Tariffs on U.S. Trade and Economy A trade tariff is one form of trade protectionism that is employed by nations creating a barrier to trade.   There are a range of reasons including encouraging local product that prompts governments to impose trade barriers including trade tariffs.   This paper evaluates existing trade tariffs in the United States (U.S.) and their impact on the country’s trade and economy.   It utilizes practical examples of the application of the concept of trade tariffs and economic impact. Current Trade Tariffs on U. S. Imports and Exports Trade barriers are imposed for several reasons. Some of the reasons are: protecting local jobs, protecting newer industries, encouraging local production, reducing reliance on foreign suppliers, reducing payment problems, and promoting exporting (Collinson, Narula, & Rugman, 2016).   There are a range of trade barriers including: price-based barriers, quotas, and tariffs. Each of these trade barriers is applied relative to efficacy in meeting intended consequences.   There are other measures such as: international pricing (cartels like OPEC), non-tariff barriers via rules and regulations, foreign investment controls, and exchange controls (Collinson, Narula, & Rugman, 2016, 2012).   A tariff is a tax on goods that are shipped internationally (Collinson, Narula, & Rugman, 2016, 2012, p.177). It is a commonly utilized trade barrier.   It serves the purpose of anti-dumping and protecting specific industries. Tariffs that can be imposed include: import tariff, export tariff (least used), transit tariff, specific tariff, ad valorem tariff, and compound (combines specific and ad valorem tariffs) tariffs (Collinson, Narula, & Rugman, 2016, 2012).   Ad valorem and specific tariffs are the most commonly used trade tariffs.   The intention is largely to regulate import volumes.   Trade flows are impacted by: inflation, national income, government policies, and exchange rates (Madura, 2011).   Ã‚  According to United States Trade Representative [USTR] (2018), approximately 96% of all imports are industrial goods which are non-agricultural.   The country has a trade-weighted import tariff of 2% on all industrial goods (USTR, 2018).   It mostly employs either specific or ad valorem tariffs; more than 50% of all industrial goods imports enter the country duty free (USTR, 2018).   The United States has largely maintained open markets to international trade. Ad valorem tariffs are based on the percentage of imported goods value with specific tax based on number of shipped items (Collinson, Narula, & Rugman, 2016, 2012).   Industrial goods imported into the United States include: machinery, chemicals, autos, clothing and textile, leather and footwear, and petroleum among others (USTR, 2018).   A significant proportion of the goods are imported due to trade agreements.   There are multiple bilateral and multilateral agreements. The country has multiple bilateral trade agreements with countries like Korea, Peru, and Singapore.   It has multilateral trade agreements including Central America/Dominican Republic FTA (CAFTA/DR) and NAFTA.   They are designed to expand opportunities for United States workers/businesses globally and reduce tariff and non-tariff barriers.   The country is able to impose limited specific tariffs with the advantage being greater access to export markets.    According to World Bank (2018), the value of United States exports was $1.45 trillion and total value of imports was $2.25 billion in 2016.   The country exported 4,563 products to 223 countries and imported 4,558 products from 220 countries (World Bank, 2018).   Consumer goods were the largest imports followed by capital goods, intermediate goods, and raw materials. The bulk of the country’s (96%) were industrial goods (USTR, 2018).   The country’s top five export markets are: Canada, Mexico, China, Japan, and United Kingdom (World Bank, 2018).   The top five import markets are: China, Mexico, Canada, Japan, and Germany (World Bank, 2018).   Canada and Mexico are members of NAFTA along with the United States.   The economic syndicate was established with the intention of reducing trade barriers between the three nations and is currently being reviewed by of the United States. NAFTA eliminated most non-tariff barriers and gradually reduced import and export tariffs between the three countries (Komar, Uniiat, & Lutsiv, 2016).   By 2008, all trade tariffs existing between the three NAFTA members were eliminated.   In addition, agricultural exports that attracted 12% customs rate became duty free (Komar, Uniiat, & Lutsiv, 2016).   It led to massive increase in trade between the nations and boosted inter-country relationships.   There is obligation on each member to maintain the principles of the agreement with few exceptions that would allow for imposition of tariffs (Komar, Uniiat, & Lutsiv, 2016).   Canada and Mexico have since become among the three largest trading partners for United States.   China is the largest trading partner of the United States (Romei, 2018).   The size of trade relates to the $506 billion in exports to the United States (Ip, 2018). The bulk of Chinese imports including: cellular/wireless phones, portable computing equipment, and communication products that are imported duty free.   The recent move to impose tariffs on Chinese imports does not affect the top five imports (Romei, 2018).   United States imposed varying tariffs on 1,333 goods from China with China retaliating by imposing 25% specific tariffs on 106 American-made products (Romei, 2018).   In 2017, the value of Chinese exports to United States totaled $506 billion or 4% of GDP while United States exported goods worth $130 billion to China representing 0.7% of GDP (Ip, 2018).   The American tariffs on the 1,333 imports goods was about 25% for total goods valued at $50 billion are pending trade negotiation (Davis, Zumbrun, & Wei, 2018).   They come on top of previous 25% tariffs on Chinese steel imports and 10% tariffs on aluminum (Davis, Zumbrun, & Wei, 2018). United States has signaled the intention to levy further tariffs.   The administration has threatened to impose an additional $60 billion worth of tariffs (Davis, 2018). In addition, it also intends to tighten restrictions on technology transfers and acquisitions (Davis, 2018).   These measures are geared towards reducing the $375 billion trade deficit by at least $100 billion (Davis, Zumbrun, & Wei, 2018).   The United States has preferential trade arrangements with the European Union with Germany and United Kingdom being its largest trading partners in the economic alliance.   However, the current American administration has also threatened to impose tariffs on a range of European imports (Bershidsky, 2018).   The goods that United States has threatened to impose a 25% import tariff on are: steel, cars, and aluminum (Bershidsky, 2018).   European Union threatening counter-tariffs with ad valorem tariffs at 25% on cosmetics, Harley Davidson motorcycles, bourbon, and jeans (Bershidsky, 2018).   The United States has refrained from imposing import tariffs until recently. The current moves have been politically motivated, presumably to address trade imbalance. It has an effective trade-weighted import tariff of 20% with 50% of imported goods entering the country duty free (USTR, 2018).   United States has leveraged on bilateral and multilateral trade agreements largely to enable its firms and people access more markets.   The recent administration has upended previous trade policies and in addition to imposing tariffs on selected products from China in particular, and is currently renegotiating NAFTA.   The progress of the renegotiation will be evident in the next few months and potential application of tariffs. Impact of the Trade Tariffs on U. S. Trade and Economy Free trade has led to significant trade deficits with most of the largest trading partners. The more noticeable trend is the widening deficit that the United States has experienced in trading with China.   Since 1998 with the exception of 2010, the trade deficit has continued to widen to reach $375 billion in 2017 (Davis, Zumbrun, & Wei, 2018).   The United States only have a trade surplus with Africa and South and Central America with low trading volumes between them (Romei, 2018).   According to Romei (2018), the United States had a trade deficit of $811 billion in 2017 and was up $59 billion year-on-year.   China accounted for $376 billion or 46.4% of the trade deficit (Romei, 2018).   Pierce & Schott (2016) noted that reducing of trade tariffs between United States and China after the latter’s ascension to WTO led to significant reduction in manufacturing employment.  Ã‚   The implication is that China has greater access to the American market. Industries exposed to changes following the elimination of tariffs shifted towards more Chinese imports with gradual shift towards less labor-intensive production (Pierce & Schott, 2016).   There was accelerated mechanization and automation of production.   A similar pattern was not experienced with policy stability with the European Union.   Thus, proliferation of free trade agreements has had varying effects on depending on particular trading relationships.   Cherkashin et al., (2015) noted that trade preferences including reduction of tariffs offered by one country had positive spillover effects to others in reference to trade between the United States and Bangladesh.   They noted that counterfactual agreements promoted exports of intermediate goods especially when applied at later stages of production.   In the case of trade with Bangladesh, there was the strengthening of production capabilities of the country.   China has had significant advantage in the size and cost of labor impacting manufacturing in the United States. Trade barriers like tariffs and quotas are additive and increase the median price by up to 14% according to Irarrazabal, Moxnes, & Opromolla (2015).   They noted that â€Å"an additive import tariffs reduces welfare and trade by more than an equal-yield multiplicative tariff† (Irarrazabal, Moxnes, & Opromolla, 2015).   Tariff changes impacts how industries operates. American firms took advantage of cheaper production costs in China to increase imports at lower costs.   In China, the reduction in import tariffs following its entry to the WTO changed the structure and organization of ordinary exports and processing trade (Brandt & Morrow, 2017).   It has been a contributing factor in the ballooning trade deficit between United States and China.   Cut in input tariffs increased Chinese content in exports (Brandt & Morrow, 2017).   There was the realization that the country could not only produce intermediate goods but finished goods as well. Some firms produce intermediate products in certain markets and then re-export them for finishing (Manova & Yu, 2016; Bai, Krishna, & Ma, 2017; Jà ¤kel & Smolka, 2017).   Increasing importance of factors of production influenced international trade.   Factor abundance from free trade policies and factor prices change via policies such as trade tariffs influence trade structure in different countries (Jà ¤kel & Smolka, 2017). Thus, the impact varies from country to country.   Economic policies have significant economic impact, such as fast growth of South Korea through reduction in trade tariffs and bilateral FTA with the United States (Connolly & Yi, 2015).   Trade policy uncertainty impacts investment even in low tariffs trade regimes (Handley, Kyle, & Limà £o, 2015).   Posturing among countries during negotiation creates such uncertainties. The current trade squabble between the United States and China is one such example. The posturing between United States and China as well as other trading partners threatens to reduce investment in the economy.   Ã‚  Handley, Kyle, & Limà £o (2015) noted that the level of export investment during periods of uncertainty was lower. Free trade agreements have had positive impact from an overall perspective in promoting trade (Cooper, 2014).   The influence of having bilateral and multilateral FTAs is that it creates certainty that promotes investment.   In the United States, there has been concern about the impact of FTAs on employment. According to CoÅŸar, Guner & Tybout (2016)   the trade-off in regard to open economies is higher national income and higher unemployment.   Higher unemployment is countered by labor market reforms reducing aggregate job turnover (Guner & Tybout, 2016).   Despite losing jobs in certain industries, the United States has gained in overall employment boost. In analyzing the Brazilian economy, Dix-Carneiro & Kovak (2017) noted that regions that had significant cuts in trade tariffs experienced declines in formal employment and lower earnings.   Liberalization is generally positive from a national perspective but adversely affects certain areas relying specific commodities.   It informs the need for countries to have the ability to impose specific tariffs.   The United States has applied such tariffs to protect the steel industry.   Therefore, there are counter-effects that are specific to different regions depending on the structure of trade relationship.   Trade liberalization has also been positive for enhancing corporate social responsibility (Flammer, 2014).    The United States having liberalized its economy with few import tariffs has experienced significant increase in trading deficits with major trading partners. Even with the ballooning trade deficit with China, it has greater leverage (Ip, 2018).   The driving factor with the increased trade deficit that United States has experienced with China is driven by American consumers.   However, the comparative size of the imports relative to each country’s GDP favors United States at 0.7% compared to China’s 4% (Ip, 2018).   In the event of imposition of widespread trade tariffs, China is likely to be impacted more.   The current situation creates uncertainty for both countries in the industries that have been targeted. There are worries notably in the automotive industry about NAFTA renegotiation and trade issues with China. The negative impact of trade tariffs is that they increase the cost of goods which directly impacts the consumers.   The level of trade imbalance that has been created by liberalization of trade has been significant in the context of the trade between United States and China.   The country has trade deficits with close trading partners in NAFTA due to factors of production.   It has created political concerns about trade fairness and potential negative economic impact.   Mexico is a cheaper production alternative to American automakers which has been the bone of contention in the renegotiation of NAFTA.   The current standoff between United States and China is likely to persist.   China has indicated that it will only make the tariffs effective in circumstances where the United States does the same (Romei, 2018).   Therefore, the measured approach to the trade now could simmer for some time prior to any settlement negotiations.   China is waiting for the signal from United States prior to actualizing the tariffs creating uncertainty.   There are existing discrepancies in the trade deficit with the European Union due to skewed bilateral agreements (Bershidsky, 2018).   The reality is that the trade deficit could slow down due to imposition of tariffs. There could beneficial negotiations that eliminate the tariffs.  Ã‚  Ã‚  Ã‚  Ã‚   Conclusion The United States has accumulated significant trade deficits with its largest trading partners.   The deficit has been increasing but has not negatively impacted economic growth.   The threat of trade tariffs could upend relationships, creating uncertainty and impacting global value chains.   In the end, the United States remains as the most important consumer markets.   The purposed tariffs by the U.S. and from the U.S will have a huge effect on the economy of the United States and China but also the rest of the globe. References Bai, X., Krishna, K., & Ma, H. (2017). How You Export Matters: Export Mode, Learning, and Productivity in China. Journal of International Economics, 104, pp. 122 – 137. Bershidsky, L. (2018). The Effects of Tariffs and Counter-Tariffs would be smaller than the Bilateral Discrepancies in EU – U.S. Trade Statistics. Retrieved 24 April 2018 from https://www.bloomberg.com/view/articles/2018-03-06/trump-s-trade-war-ignores-basic-eu-us-trade-statistics Brandt, L., & Morrow, P. M. (2017). Tariffs and the Organization of Trade in China. Journal of International Economics, 104, pp. 85 – 103. Cherkashin, I., Demidova, S., Kee, H. L., & Krishna, K. (2015). Firm Heterogeneity and Costly Trade: A New Estimation Strategy and Policy Experiments. Journal of International Economics, 96 (1), pp. 18 – 36. Collinson, S., Narula, R., & Rugman, A. M. (2016). International Business (7th Ed.). Harlow, UK: Pearson Education Limited. Connolly, M., & Yi, K-M. (2015). How Much of South Koreas Growth Miracle Can Be Explained by Trade Policy? American Economic Journal: Macroeconomics, 7 (4), pp. 188 – 221. Cooper, W. H. (2014). Free Trade Agreements: Impact on U.S. Trade and Implications for U.S. Trade Policy. Current Politics and Economics of the United States, 16 (3), pp. 425 – 445. CoÅŸar, A. K., Guner, N., & Tybout, J. (2016). Firm Dynamics, Job Turnover, and Wage Distributions in an Open Economy. American Economic Review, 106 (3), pp. 625 – 663. Davis, B., Zumbrun, J., & Wei, L. (2018). U.S. Announces Tariffs on $50 Billion of China Imports. Retrieved 24 April 2018 from https://www.wsj.com/articles/u-s-announces-tariffs-on-50-billion-of-china-imports-1522792030 Dix-Carneiro, R., & Kovak, B. K. (2017). Trade Liberalization and Regional Dynamics. American Economic Review, 107 (10), pp. 2908 – 2946. Flammer, C. (2014). Does Product Market Competition Foster Corporate Social Responsibility? Evidence from Trade Liberalization. Strategic Management Journal, 36 (10), pp. 1469 – 1485. Handley, K., & Limà £o, N. (2015). Trade and Investment under Policy Uncertainty: Theory and Firm Evidence. American Economic Journal: Economic Policy, 7 (4), pp. 189 – 222.   Ip, G. (2018). Leverage Will Determine if China or the U.S. Come Out on Top in Trade Conflict. Retrieved 24 April 2018 from https://blogs.wsj.com/economics/2018/04/05/leverage-will-determine-if-china-or-the-u-s-come-out-on-top-in-trade-conflict/ Irarrazabal, A., Moxnes, A., & Opromolla, L. D. (2015). The Tip of the Iceberg: A Quantitative Framework for Estimating Trade Costs. Review of Economics and Statistics, 97 (4), pp. 777 – 792. Jà ¤kel, I. C., & Smolka, M. (2017). Trade Policy Preferences and Factor Abundance. Journal of International Economics, 106, pp. 1 – 19. Komar, N., Uniiat, A., & Lutsiv, R. (2016). Efficiency of the North American Free Trade Zone. Journal of European Economy, 15 (3), pp. 280 – 292. Madura, J. (2018). International Financial Management (13th Ed.). Mason, OH: South-Western Cengage Learning. Manova, K., & Yu, Z. (2016). How Firms Export: Processing vs. Ordinary Trade with Financial Frictions. Journal of International Economics, 100, pp. 120 – 137. Pierce, J. R., & Schott, P. K. (2016). The Surprisingly Swift Decline of US Manufacturing Employment. American Economic Review, 106 (7), pp. 1632 – 1662. Romei, V. (2018, April 5). US – China Trade Tariffs in Charts. Retrieved 23 April 2018 from https://www.ft.com/content/e2848308-3804-11e8-8eee-e06bde01c544 United States Trade Representative (2018). Industrial Goods. Retrieved 23 April 2018 from https://ustr.gov/issue-areas/industry-manufacturing/industrial-tariffs World Bank. (2018). United States Trade at a Glance: Most Recent Values. Retrieved 23 April 2018 from https://wits.worldbank.org/CountrySnapshot/en/USA/textview

The impact of aspergers syndrome on everyday life

The impact of aspergers syndrome on everyday life Aspergers syndrome is known to be an intellectual and developmental disorder that impacts an individuals life. Aspergers is often seen as high functioning autism which is associated with impairments in communication and social interactions, and Aspergers individuals often express patterns of repetitive behaviour (Floyd, 2009). Aspergers syndrome is known to be more prevalent within males than females and it is believed to be a genetic disorder (Seung, 2005). This essay aims to highlight the issues experienced by young Asperger males and how Aspergers impacts their lives. It also intends to contrast and explore the differences that exist between young male and female Asperger individuals and aims to highlight the stigmatisation and discrimination that is experienced by these individuals. Furthermore it will illustrate community development activities that have been created in order to address the health needs of Aspergers individuals, as well as provide future suggestions on how to fu rther enhance these childrens quality of life. One of the major impacts Aspergers has on young individuals is their inability to socially interact. Asperger males lack the cognitive ability to understand emotion and see viewpoints and beliefs of other individuals (Floyd, 2009) and as a result, are often viewed as obsessive and egocentric. Sorenson (2009) contends that this cognitive deficit is the primary cause of social and behavioural impairments exhibited by Aspergers individuals. Furthermore, Aspergers individuals have difficulty understanding the intentions of others and are unaware of other manneristic ways other than their own (Sorenson, 2009). This causes interactive issues with their peers as Asperger males are seen to have a primary focus on themselves and do not take into consideration other individuals. Despite this, male Aspergers have a strong desire to form and maintain friendships (Muller, Schuler Yates, 2004). Behavioural issues that are experienced by Asperger males include their inability to express emotion. Due to this, young Aspergers males often become violent and overwhelmed (Koning Magill-Evans, 2001). This highlights the frustration that can be expressed by an individual due to their inability to sufficiently articulate what they wish. Young Asperger males are also known to often be reclusive, however; some exhibit eccentric and inappropriate behaviour (Floyd, 2009). The most obvious behavioural problem expressed by Aspergers males is repetitive and compulsive behaviours (Macintosh Dissanayake, 2006). These individuals often become obsessed with specific topics for an extended period of time. Similarly, Aspergers males are also known to be aggressive and arrogant due to their cognitive deficits (Koning Magill-Evans, 2001). Due to these social and behavioural problems, oral communication and speech difficulties are also an issue that affects young Asperger males. These individuals are unable to hold conversations with others and due to this, young Asperger males can further find it hard to develop friendships with peers and sustain long term friends (Rao, Beidel, Murray, 2007). Although Aspergers males are often highly intelligent, many have learning difficulties. Aspergers males are known to be unable to articulate their thoughts and understandings and often exhibit symptoms of dyslexia (Church, Alinsanski Amanullah, 2000). These individuals struggle to adequately understand what they are learning and become forgetful of basic letters and numbers. Nevertheless, Aspergers individuals are highly logical and have the ability to retain factual and historical information (Floyd, 2009). Furthermore, due to their inability to comprehend other viewpoints and principles, Asperger individuals have a minimal attention span towards others as well as the inability to focus on tasks (Humphrey Lewis, 2008). Due to this, many young Asperger males are known to struggle at school and do not adequately meet the learning requirements or extend their capabilities. Nevertheless, Howard Cohen (2006) highlight that Asperger individuals who have strong friendships with peers ar e more successful at learning what is required and develop greater personal skills due to regular encouragement and inclusion by their friends. Aspergers is a personalised condition as each person exhibits unique symptoms. It is found that often young male Asperger individuals all exhibit variant degrees of symptoms and as a result, currently no universal measure exists to diagnose Aspergers. Due to this, diagnosis is often subjective and individuals are regularly misdiagnosed with learning problems or attention deficient disorders (Farrugia, 2006). Although males have a higher prevalence rate of Aspergers, the condition is also known to affect females (Lord, Scopler Revicki, 2002). Female Asperger individuals are viewed as highly capable and are known to interact and socialise differently than males (Wilkinson, 2008). Asperger girls are found to have less behavioural variants than boys and have better social abilities (Lemon, Gargaro, Enticott Rinehart, 2010). It is known that females overall have better coping capabilities than males and as a result, girls with Asperger can conceal symptoms more easily than boys (Lemon, Gargaro, Enticott Rinehart, 2010). Females that are reclusive are often perceived as shy and timid rather than an individual who potentially has a developmental disorder. This social construction of femininity is often the case many girls are misdiagnosed (Wilkinson, 2008). Girls are often initially diagnosed with anxiety and mental disorders and as a result, obtain a formal Aspergers diagnosis later on in t heir life (Kopp Gillberg, 2002). Due to this, females are often excluded because most intervention and studies have been conducted with a primary focus on male individuals. This is detrimental for female Asperger individuals as their condition may get worse and they are unable to obtain the sufficient support required. Nevertheless, young Asperger females that are diagnosed early in life are seen to perform better overall when compared to males (Kopp Gillberg, 2002). Many Asperger females thrive academically and are more capable of learning social skills and develop personal capabilities than males. As a result, Asperger females are often viewed as seen as better equipped when compared to males, as they are able to comprehend a diverse range of situations and ideas. They are known to often mimic other children and learn adaptability mechanisms to hide their differences (Lord Scopler Revicki, 2002). The most obvious symptom of Aspergers within females in comparison to males is their inability to desire friendships and their regular mood changes (Lemon, Gargaro, Enticott, Rinehart, 2010). Due to minimal exploration by professionals into female diagnosis, it is believed that females are just as likely as males to be affected, however; these individuals are either misdiagnosed or their symptoms are ignored (Lord, Scopler Revicki, 2009). As a result, Aspergers is believed to be more common than thought, nevertheless sufficient research into constructing a specific Asperger diagnosis criteria for both genders is required as well as an in depth analysis on female Aspergers individuals is also needed. Due to their social and behavioural problems, Aspergers individuals are regularly stigmatised. Stigmatisation is the primary form of marginalisation and highlights power differentials that exist between populations (Cook McCormick, 2006). Marginalisation is known to be a socially constructed concept, in which individuals are excluded from mainstream society and these people are often viewed as powerless (Cook McCormick, 2006). Individuals suffering with a developmental disorder are seen as unreliable and incompetent due to their inability to comprehend different ideals (Koning Magill-Evans, 2001). This often further marginalises Asperger individuals as they are seen as inferior to others within the community. Many individuals stigmatise Aspergers people to be the same, and are often unaware that Aspergers symptoms are subjective. This generalised and stereotypical outlook further acts as barriers for Aspergers individuals which increase their chances of being unjustly marginalised and discriminated against (Hughes Paterson, 1997). Messiou (2006) highlights that there are various types of marginalisation that are experienced by Aspergers individuals. The most common marginalisation experienced by Asperger males is social ostracism and exclusion by their peers. Other children are known to ostracise and avoid Asperger individuals due to their inability to associate to their behaviours (Howard Cohen, 2006). Due to this, young Aspergers males often feel the need to conform and try to be similar to their peers (Koning Magill-Evans, 2001). It was found that Aspergers individuals try not to express who they truly are as an individual and attempt to act how they assume society wants them to be like (Koning Magill-Evans, 2001). Muller, Schuler, Yates (2004) expressed that young Asperger males believe that they are limited within rigid societal structures in which they are regularly anxious about. Asperger boys are seen as abnormal and strange due to their inability to socialise and relate to other individuals (Church, Alinsanski Amanullah, 2000). Due to this, Asperger males are further ostracised due to societal members viewing their behaviours and attitudes deviant from the mainstream culture. Aspergers individuals prefer that their diagnosis remained unknown because they believe that people treat them differently when they knew of their condition (Muller, Schuler Yates, 2004). It was found that young Asperger males would rather others view them as extroverted and egocentric rather than an individual who is affected by a developmental disorder due to the possibility of attaching negative assumptions towards them (Muller, Schuler Yates, 2004). Furthermore, Aspergers individuals also have perceived marginalisation in which they believe others are regularly mocking or embarrassing them due to their differences (Messiou, 2006). Many young Asperger individuals express that they are aware of their differences and attach self-blame for their inabilities to be socially included and accepted by their peers (Humphrey Lewis, 2009). This notion of internalisation highlights that psychological manifestation exist within Asperger individuals and that Asperger males have individual identity issues due to feeling inadequate and not being accepted by others (Punshon, Skirrow Murphy, 2009). This often leads to further isolation and exclusion exhibited by Aspergers males as they further have no desire to associate with others because they are ashamed and lack self worth (Punshon, Skirrow Murphy, 2009). Asperger individual tends to become a product of their disorder, which minimises individuality and further stigmatises individuals due to additional ostracism and exclusion (Broderick, Caswell, Gregory, Marzolini, Wilson, 2002). Due to this, alongside negative experiences and societal isolation, it is known that mental health issues such as depression and low self esteem are highly prevalent amongst young Aspergers males (Hedley Young, 2006). Aspergers is known to be an intellectual disability and as a result, inequities towards Aspergers individuals currently exist. Disability is the development of the socially constructed view of what is viewed as normal and furthermore, what constitutes abnormal (Swain, French Cameron, 2003). Currently there is a lack of specific health services that have a strong focus on Aspergers health and wellbeing, and as a result; Aspergers individuals are unable to adequately maintain holistic wellbeing (Rao, Beidel, Murray, 2007). Furthermore, many Aspergers individuals attend mainstream schools and as a result; teachers often feel unable to teach these students (Macintosh Dissanayake, 2006). Mainstream schooling encourages many Aspergers to conform rather than express their individuality which often leads to educational attainment difficulties (Koning Magill-Evans, 2001). Although many mainstream schools facilitate Aspergers individuals by providing integration aids and speech pathologists, this is often a negative experience for Aspergers individuals because it highlights to the other students their needs (Martinez Semrud-Clikeman, 2004). As a result, this often stimulates teasing and ridicule by other students which often negatively impacts the Asperger individual. One of the major reasons these inequities exist for Aspergers individuals, is due to the lack of awareness about the condition (Floyd, 2009). Although over the years, more recognition and analysis about the disorder has been conducted, Aspergers individuals are still being categorised amongst Autism and other mentally handicapped individuals. Due to this, specific needs and requirements of Aspergers individuals are not being addressed and are needed to be tackled in order to successfully allow Aspergers individuals to excel. Although special needs schools exist, often Aspergers individuals are in the same class as individuals with severely mental impairment disorders. This is often detrimental for the growth and development of the young Asperger individual as they do not have the ability to adequately grow and develop as an individual (Church, Alinsanski Amanullah, 2000). In comparison to mainstream schooling Martinez Semrud-Clikeman (2004) found that individuals attending special needs education maintained yearly intellectual growth. Nevertheless, they further highlight that these individuals lacked social and developmental capabilities and were often severely reclusive and did not communicate to others. It is important that specific learning facilities for Aspergers individuals are developed in order for these young people to associate with like minded individuals. If this was created, these individuals would be able to further extend their learning capabilities as well as gain positive friendships w ith their peers due to similar characteristics (Muller, Schuler Yates, 2004). Community development activities that have been successful for Aspergers individuals is the creation of family support groups (Church, Alinsanski Amanullah, 2000). These groups are run and facilitated by family and friends of Aspergers individuals. This enables community members to gain empowerment and associate with other individuals who are experiencing similar issues. Although these groups provide support and resources to families, they do not necessarily have a specific impact on the Asperger individual. These individuals often do not attend the support meetings and as a result, these groups do not necessarily address their health needs (Church, Alinsanski Amanullah, 2000). Similarly, an effective health promotion activity that has been implemented for Aspergers individuals is the creation of a social and behavioural class (Bock, 2007). This specific activity enables Aspergers individuals to learn socially appropriate behaviours and mannerisms (Bock, 2007). Nevertheless, this program has been criticised because it is further requiring these individuals to conform to society, and because the attendees of the classes do not obtain the ability to interact and socialise with other non-Aspergers individuals in order to successfully utilise the skills that they may have learned (Rao, Beidel Murray, 2007). Although there is currently an Autism Awareness Day, more recognition and awareness about Aspergers is required. This can be achieved by local fun runs and the development of regular symposiums about Aspergers syndrome that are primarily run and developed by community members (Rao, Beidel Murray, 2007). This enables parents and community members to advocate on behalf of young Aspergers individuals to help gain equality and access to specific services, as well as expressing to others the diversity that exists within society. Greater awareness will enable a broader understanding of the problem in order to help decrease the marginalisation and discrimination that currently exists towards Aspergers individuals (Hedley Young, 2006). It will also enable societal members to realise that Aspergers also affects female individuals and will provide them the opportunity to create support and services for this population (Howard Cohen, 2006; Hedley Young, 2006). Furthermore, successful integration within mainstream schools is needed to be achieved. Integrating Aspergers individuals into mainstream education is required in order to minimise the current segregation issues that exist (Broderick, Caswell, Gregory, Marzolini Wilson, 2002). This can help eradicate discrimination towards these individuals and enable them equitable access to education. If integration attempts are unsuccessful, the development of peer Asperger workshops can also be a successful way of extending personal and intellectual skills of an Asperger individuals. It is important that these meetings are run by other Asperger people in which these individuals can act as mentors for the young Asperger males (Bock, 2007). This will help empower these young individuals as it is important to work with an Aspergers strengths and assets rather than highlighting what is needed to be achieved. Ultimately, the most important health promotion recommendation for Aspergers syndrome is early diagnosis and intervention. If greater awareness was provided, many parents may be attentive of triggers and behavioural problems whilst their child is young. Early intervention will enable the prevention of Aspergers individuals symptoms to become worse and will encourage the minimisation of Aspergers effects by being addressed early within their life (Rao, Beidel Murray, 2007). Furthermore, it will enable the implementation of a holistic approach to address the problem, by addressing the social and emotional wellbeing of an Aspergers individual.

The History of Ivory Trade Essay -- World History

The History of Ivory Trade Ivory’s appeal to the upper-classes as a symbol of affluence and its timeless style has lured people to the tusks since as far back as the ancient Egyptians around the year 3000BC. Since the Egyptians, every civilization with a significant upper class population has sought ivory and been willing to pay a premium price for it. The most expensive and most sought after was the ivory of East Africa where it was agreed that the ivory was, without a doubt, the best in the world. For a long time Asian ivory was used, because it was much easier to obtain, though the ivory was harder to shape, more likely to break, and less attractive. The Asian ivory came from tusks of elephants that were largely different from African elephants. For starters, they had a smaller build and differently shaped tusks. The African elephants had an average tusk size of about sixty pounds to the Asian elephant’s forty. The African elephants lived in the tropical jungles of Africa’s east coast, while the Asian elephant lived in a far different environment. As it happened, it was the African elephant that man desired but had a difficult time getting to Africa. Believing that the danger of a trip to Africa outweighed the potential profits of the voyage merchants and consumers settled for the lower quality ivory. With the advancement in sailing technology and the guarantee of turning a large profit ambitious traders ventured to East Africa to establish the ivory trade. In exchange for ivory, these merchants offered cloth, guns, tools, and other goods, but none matching the value placed on ivory in the varied cultures. With the ivory secured merchants turned to several different markets around the world to unload their ... ...ers Relating to Africa This resource was very helpful in providing facts and putting into perspective the magnitude of the ivory trade. Sheriff, Abdul. Slaves, Spices & Ivory in Zanzibar. London: James Currey Publishers, 1987. This book enabled me to understand the context and history of the ivory trade. Alpers, Edward. Ivory and Slaves. Los Angeles: University of California press, 1975. This book explained the basic history of the ivory trade. Bartleby Online. Bartleby Online: complete history of the world. 2 October 2002 http://www.bartleby.com/67/1528.html This source provides a very basic and concise overview of the ivory trade. All Africa. August 2002. History of Trade Between Addis, Arabia And the Horn of Africa. 1 October 2002 http://allafrica.com/stories/200208050830.html. This source provides a history of the eastern ivory trade.

Prenatal Screening :: essays research papers

Prenatal screening Screening for Down syndrome is available to about 53.5% of mothers on a maternal age basis, and the remaining 46.5% of health boards provide serum screening for all ages. There are several methods used in prenatal screening, these are usually used separately, and a number of factors are taken into account to determine which method should be used. Amniocentesis has been around for 20 years and is probably the most well known screening method. It involves testing a sample of the amniotic fluid surrounding the foetus, ultrasound is used to guide a needle through the abdomen, into the womb and a small amount of amniotic fluid (20ml) is removed. The procedure is usually carried out at 14-16 weeks. Amniocentesis tests for chromosome disorders, and is 99.8% reliable for chromosome number, there is however a risk of miscarriage (usually 1/250 or less) after the procedure. This is one of the reasons why amniocentesis has only been offered to over 35's (since they have a much higher risk of having a Down syndrome child)(Webb 1990). Previous studies on amniocentesis concentrated on problems that might arise during pregnancy or immediately after, these studies found that children whose mothers had amniocentesis are more likely to have breathing problems in the first few days after birth. A study performed by Jo-Anne Finegan in Toronto followed 88 women who had, had amniocentesis, there was an increased incidence of ear infection in this group. Finegan tested the stiffness of the eardrum and found children in the amniocentesis group were more than three times as likely to have abnormal readings. It is thought that there is a disruption of the delicate balance of pressure across the eardrum when the amniotic fluid is removed, which could cause the problems(Webb 1990). Chorionic villus sampling is another form of sampling, it involves taking a small piece of placenta and genetic testing is carried out on it, there is a slightly higher chance of foetal loss with this procedure (Dick 1996). A more recent form of prenatal testing involves serum markers. Blood is taken from the pregnant women and the maternal blood is tested for three hormones, this test is called the 'triple screen' test. The three hormones tested are alpha foeto-protein (AFP), human chorionic gonadotrophin (HCG) and oestradiol (E3). AFP is based on the fact that Down syndrome foetuses tend to be smaller on average, have smaller placentas and thus secrete less AFP.

Biography of Nellie Tayloe Ross Essay -- Bio Biograhies Nellie Ross E

Biography of Nellie Tayloe Ross Nellie Tayloe was a woman of remarkable skills, responsibility and endurance. Before she became the first woman governor of the United States, Nellie was a kindergarten teacher and a presenter of informative papers at her local women’s group. She also helped her husband with his law practice as well as his governorship. Nellie was born in Missouri in 1876. â€Å"She was the sixth child and the first daughter of James and ‘Lizzie’ Tayloe† (Scheer, 2). Nellie was very private about her childhood and little is known about the family from which she came. The only story of her childhood that she ever shared was of her home being destroyed by a fire (Scheer, 1). In 1902, she became Nellie Tayloe Ross after marrying a successful lawyer and future governor of Wyoming, William Bradford Ross. Nellie was a stay at home mother with their four sons; twins George and James Ambrose, Alfred, who died at the age of ten months, and William Bradford II (Mackey, 26). In 1924, just one month before the general election, William Bradford Ross died of complications from appendicitis, leaving the democrats without a candidate (Thompson, 36-37). Many of Nellie’s friends, â€Å"... encouraged her to seek the Democratic Party’s nomination† (Mackey, 26). Analysis once suggested that â€Å"... women are put forward when their parties feel that they have little chance of winning and nothing to lose by nominating a controversial candidate† (Thompson, 36-37). Ross defeated Sullivan (the republican candidate) by more than 8000 votes. During her reign as Governor of Wyoming Nellie Tayloe Ross addressed many issues including the state’s budget deficit. While looking into the mining operations, Ross found that a lot of proper... ... A women’s dormitory, on the campus of the University of Wyoming, was named after her: Nellie Tayloe Ross Hall. In 1977, at the age of 101, Nellie died from a fall in her apartment near Washington D.C.. She was buried in Cheyenne, Wyoming (Scheer, 213-214). Her contributions to Wyoming helped pave the way for future generations of politicians as well as women and women’s rights. Works Cited: Mackey, Mike. "Nellie Tayloe Ross and Wyoming Politics." Journal of the West 42(2003): 25-31, 33. Scheer, Teva J. Governor Lady: The Life and Times of Nellie Tayloe Ross. Columbia, MO: University of Missouri Press, 2005. Thompson, D. Claudia. "Governor Lady: The Life and Times of Nellie Tayloe Ross." Annals of Wyoming 78(2006): 36-37. Van Pelt, Lori. "Discovering Her Strength: The Remarkable Transformation of Nellie Tayloe Ross." Annals of Wyoming 74(2002): 4.

Cycle of Violence and Child Abuse Intergenerational Transmission

The â€Å"cycle of violence hypothesis† is a theory that mainly seeks to clarify why and how the behavior of an individual who commits family and domestic violence may transform dramatically with time. Furthermore, this theory provides an understanding of the reasons why an individual who has been a victim of either domestic or family violence would go on facing the violent situation (Finkelman, 1995). The term â€Å"intergeneration transmission† refers to the occurrence of something between generations.It further described as a process that allows for people to recognize the modalities of conflict that relate to the generations which preceded the birth of an individual (American Heritage Dictionary, 2006). It is the objective of this paper to explain in detail the â€Å"cycle of violence† hypothesis as it relates to the intergenerational transmission of mistreating children. The â€Å"cycle of violence† hypothesis relates to the intergenerational transmis sion of mistreating children as exhibited via the principles of social learning theory.Here a parent that is usually physically punitive would most likely have a child that becomes aggressive because that is the kind of response pattern the child has been accustomed to (Kalverboer, Genta, & Hopkins, 1999). This theory puts it that violent actions are learnt through positive reinforcement patterns and is more often than not imitated. It is important to note that when a child grows up with such a parent, the child will exercise such kind of an approach in raising their own offspring, thus this cycle of violence is in a position to persist through to the future generations.In addition to this, a parent plays that most crucial role in the life a child (Tomison, 1996). Genetic components of aggressive behavior (Kalverboer, Genta, & Hopkins, 1999) equally result in a cycle of violence in which children are maltreated and it is generational. Under this, it is assumed that the predispositio n of a parent for violence is inherited by a child. This inherited predisposition perpetuates the cycle of maltreatment especially towards children thus increasing the probability of such children subsequently maltreating their own children.Thus the cycle is fueled in the sense that through genes, generations of abusive parents persist. The interaction of environmental and genetic factors is a major factor to consider when relating the cycle of violence to intergenerational transmission of mistreating children. A mere genetic predisposition simply puts a person at the risk of expressing violent behavior but then it takes the interaction of environmental and genetic factors to actually produce the greatest risk of the display of violent behavior (Kalverboer, Genta, & Hopkins, 1999).When a child has inherited the genes of abusive character from the parents, it is the surrounding environment that fuels the degree of this behavior because of the experiences and thus they are carried for ward to their children. As a consequence, the cycle of violent behavior in terms of child maltreatment is perpetrated (Tomison, 1996). According to a research done on intergenerational transmission of abuse, an examination was done where by the history of a parent in terms of abuse in relation to their abusive behavior toward the children was hypothesized (Pearsa & Capaldi, 2001).Furthermore, the effect of the extent of an abuse and the possibility of the concerned individual becoming abusive were equally considered. From this study it was reported that the parents who had an abusive childhood were more likely to take part in abusive behavior in the next generation. These findings illustrate that the â€Å"cycle of violence† has a great link to the intergenerational transmission of mistreating children (Tomison, 1996).Much as there is a lot of evidence to connect the cycle of violence to the intergenerational transmission of mistreating children it is important to note that n ot all people who experience an abusive childhood become abusive parents in future. In addition, the cycle of violence can be broken via social support programs especially to the single parents (Langeland & Dijkstra, 2006). Another way through which this vice can be eradicated is via the support from the spouse who realizes the partner could have been a victim of abuse in their childhood.It is also important to consider positive moves such as focusing on interventions that would prevent the cycle of violence from persisting through to other generations. References: American Heritage Dictionary. (2006). The American Heritage ® Dictionary of the English Language, Fourth Edition . New york: Houghton Mifflin . Finkelman, B. (1995). Child Abuse: Short- and long-term effects. London: Taylor & Francis. Kalverboer, A. F. , Genta, M. L. , & Hopkins, J. B. (1999). Current issues in developmental psychology: biopsychological perspectives.New Mexico: Springer. Langeland, W. , & Dijkstra, S. ( 2006). Breaking the intergenerational transmission of child abuse: Beyond the mother-child relationship. Child Abuse Review , 4 (1). Pearsa, K. C. , & Capaldi, D. M. (2001). Intergenerational transmission of abuse: a two-generational prospective study of an at-risk samplesmall star, filled. Child Abuse & Neglect , 25 (11). Tomison, A. M. (1996). Intergenerational Transmission of Maltreatment. Retrieved May 10, 2010, from http://www. aifs. gov. au/nch/pubs/issues/issues6/issues6. html

Brita Marketing

Contents Introduction1 Background1 Situational Analysis1 P. E. S. T. L. E Analysis2 S. W. O. T Analysis3 Porter Five Forces Analysis3 STP Analysis4 Possible Options Available5 Do nothing5 Manage decline5 Develop and implement a marketing strategy for growth5 Short term – Expand existing market5 Long term – Increase Market Share6 Conclusion6 Introduction This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered.The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales. The report is broadly comprised of three main sections: 1. Background 2. Situational Analysis 3. Options open to Brita 4. Recommended Strategy Background Brita, after an extended period of success and dominance in the filtered water market is facing increasing competition, new market entrants and falling sales. After various failed initiatives to reverse the resultant decline, the company is seeking a new strategy that will restore double-digit growth.History In terms of product history, Brita has been very successful with 2 key water filtration products, Pitchers and Faucet Mounted filters. On launching the filtration pitchers, initial efforts to build awareness and create a market were successful, teaching consumers the benefits of filtered water and creating awareness. Subsequent efforts to develop and broaden the market based on taste were also successful (Tap water Transformed campaign). Brita was the market leader for many years and defended that market share successfully for some time.However, the market is now made up of more than 70 competitors and more recent strategies are failing to deliver growth and profits and Brita sales are now actually falling. Situational Analysis The documentation provided can assist in identifying various problems. The key business issu es identified by i-Fusions are: * Brita failed to recognise and correctly identify the competitive market they are in * Brita were too slow to innovate and more agile competitors have entered the market and taken share * The company reaction has been overly product-focused Brita has considered and/or launched various reactive advertising campaigns based on competitor action, rather than considering a holistic marketing strategy built on market analysis. * Brita’s organisational structure is top-heavy with multiple reporting lines and no clear chain of responsibility. The result is a lack of clarity as everyone is responsible yet nobody is responsible. * The net result of all of the above is that Brita sales are falling. P. E. S. T. L. E Analysis Political: There are no significant external political issues affecting Brita’s business.Economical: The Economy during 1980s & 1990s showed no indications of recession and the emergence of the Internet and the evolution of the global economy generated unprecedented economic prosperity in the United States that lifted consumer purchasing power to better standards. The mid-2000’s marked the end of this boom cycle and the economy is starting to contract. Social: The primary social trends in the late 1980s and 1990s, as faced by Brita were: * People shifting towards a more healthy lifestyle * Workers working longer hours to gain more salary Shift of workforce from Agriculture to Industry & IT Sectors Technology: The beginning of the 1990’s marked the beginning of the Internet revolution and this has affected people’s lives and lifestyles significantly. The impact on business is that communications are faster and customer expectations are for a more personalised approach (e,g, Emails, Mobile Phones etc). Legal: During 1980s & 1990s, Public Water Hygiene laws & regulations were not enforced effectively to prevent water-borne diseases outbreaks that occurred during that period of time.Durin g the 12 year period (1991 – 2002), Public Water contamination outbreaks came from community & non-community water supply (78%) compared to 22% from private/individual water supply systems as report by the â€Å"Journal of Water and Health† published in 2006 Environmental: During the late 1980s and 1990’s, Environment Friendly organisations & NGOs (such as Greenpeace) were not creating an influential awareness of drinking water health issues. As a result, people were not possessing self-awareness of dangers contributing to drinking impure & contaminated water. Porter Five Forces AnalysisRivalry: The market is very competitive and the threat of competition is high. Many companies are present and they are more successful than Brita. It seems to appear a rivalry both in terms of product and location Barriers to Entry: The entry barriers in the market are relatively low, making it easy to access. However, as the market is saturated it could be unlikely for new compa nies to decide to start new enterprises in this field. Threat of substitutes: This represents one of the main threats for Brita. Both tap water and soft drinks are potential substitutes for the product that Brita offers.Supplier power: The suppliers do not play a major role for Brita growth. The product offered is relatively simple and its components are easy to procure. Buyer power: The consumers have a high decision power which can drastically affect the performances of Brita. Depending what type of drink they decide to consume (filtered water, tap water or soft drinks), the sales will increase or decrease. The Five Forces analysis tool highlights that Brita has to focus its attention on what consumers want in order to achieve success (appendix A ).The product is neither significantly unique nor essential to ensure success on its own and taken in the context of a large number of substitutes, consumers therefore hold significant purchasing power. Simultaneously, Brita has to take i n consideration the highly competitive nature of the market. If Brita does not update its product benefits, and then position themselves in such a way that they offers customers a unique benefit vis-a-vis competitors, it is likely further lose market share. Therefore, customers and matching their lifestyle choices should be the focal point of Brita strategy if double growth has to be gained.S. W. O. T Analysis STP Analysis Segmentation Using Behavioural Segmentation, i-Fusions have considered 6 predominant market segments. See Appendix B and C Tap Traditionalists: Slow to change, like the convenience and cheapness of tap water. Weary Tap Users: Low involvement in their water drinking decisions. Like tap water and unlikely to change. They are also the lowest consumers of total water per day. Principled Filter Fans: High involvement in their water consumption decisions and believe filtered water is more healthy.Affluent Fridge Fans: Highly involved in their water consumption decisions and associate water with health and weight control. Assertive Self Improvers: Highly involved in their water consumption decisions and drinks a lot of water for health. This group has the highest overall daily intake of water and drinks most of their water at home. Bottled Water Indulgers: Highly involved in their water consumption decisions and use bottled water as a reward for effort. They are highly attached to bottled water. Of the 6 categories of consumers, 3 have been pointed as the target market – PFF, ASI and AFF.Target Market Analysis In terms of water consumption patterns, tap water is still the most utilised (35. 4%) with filtered water also popular (33. 3%). Bottled water is increasingly popular and currently holds 21. 7% of the market. See Appendix D The main perceived issues customers have with Tap Water are Quality and Portability. Most consumers believe that using water filters improves the taste of the water  and using fridge filters makes it more convenie nt to consume filtered water. Out of a total of 59. 6% people owning the Pitcher Filter system, 50. % own the Brita product standing higher in comparison to the PuR Product. Brita faces some perception challenges as the Faucet Mount and Pitcher do not currently have any stand out features for customers and the Filtering Pitcher is seen as time-consuming and less simple when compared to Bottled water. In terms of good flavour of the water, 77% consumers support BW whereas only 32% support Pitchers. In terms of pureness, 63% consumers support BW and 44% consumers support Pitchers. Positioning Analysis Brita has strong brand recognition and is currently viewed in the key segments as a healthy water option.There is a loyal customer base dedicated to filtered water which represents a growth opportunity if Brita can meet the changing consumer needs. i-Fusions would therefore recommend that Brita builds on this brand strength with a marketing strategy that highlights health and wellness an d sustainability and believes that Brita has strong advantages over its competition to fulfil these targets. Possible Options Available Brita faces a difficult market and there are three broad business options they can consider. 1. Do nothing 2. Manage decline 3.Develop and implement a marketing strategy for growth Do nothing i-Fusions recognise that occasionally it may be acceptable for firms to take a â€Å"wait and see† approach† to their business but we do not recommend this as a course of action to Brita. The risk of inaction is too great in a market with such high competition and falling market share. Brita’s cautious approach to date is reflected in their current situation. Manage decline Brita could continue with their current emphasis on pitchers and faucets and manage decline – cutting costs aggressively as sales fall.It is the view of i-Fusions that, given the high number of competing brands, there is a risk that adopting any low cost/low price strategy would merely lead to a race to the bottom. In any case, Brita is unlikely to be able to undercut its smaller, more nimble rivals due to its size and structure. Additionally, this strategy does not fit with the stated requirement for double-digit growth. However, the current product mix and their current specification are in the mature stage of the product life-cycle so Brita needs to seek ways to add value to maintain current sales and to consider new products to drive growth.Our recommendations are therefore predicated on the value that the brand has in the eyes of its customers and to leverage the reputation for quality that the company has built up. Develop and implement a marketing strategy for growth The advice of i-Fusions is for Brita to follow a growth strategy, focused on meeting the needs of key identified market segments with clear product offers, consistent messaging, via the optimal distribution channels and at the appropriate price. Short term – Expand existing marketProduct: Existing users – Brita should aggressively target existing filtered water users (Principled Filter Fans and Assertive Self Improvers) with Pitchers and Faucets with improved ability to remove impurities and taste. Brita should therefore focus R&D effort on improving the purity capability of its filters, reinforcing the key brand messages of health and purity. Price: Maintain existing pricing strategy Place: Brita should continue with the mass distribution strategy as changes in the past have quickly translated in lost sales.Promotion: Find new uses – Brita can create new uses of existing products through promotion of additional activites such as using filtered water for cooking, an activity that is important to key segments Strong single brand messaging around Health/Purity/Sustainability using a mix of targeted TV and radio, social media, lifestyle magazines (home, food, well-being), demonstrations and tasting instore and at gyms/yoga-chains et c Brita is in a position to add complementary messaging around its green/sustainable credentials, which fits with target segment values and has the additional benefit of reaching other segments in the water consumption market. Long term – Increase Market Share Product: Change product mix in the longer term. Brita should look at expanding its product mix to better meet the behaviour patterns of its identified segments.For example, developing a filter for fridge water dispensers is highly advisable. Form alliances: i-Fusions strongly recommend that Brita forms strategic alliances with quality white goods manufacturers in order to jointly develop a product that meets the needs of the key market segments identified. It is recommended that quality brands are identified and targeted in order to maintain Brita’s brand image and support the growth strategy. Additional alliances with yoga-chains/gyms for joint marketing opportunities should also be explored. Finally, alliances with home-builders/plumbing providers was considered as an option but i-Fusions do not recommend this for Brita as it is effectively a new and very different market.Price: Reduce costs: Information on reducing overall capital costs is scarce but spend on R&D is likely to increase in the short/medium term. In terms of Fixed Costs, Brita should review its organisational structure, both to clarify reporting lines and reduce management overhead. Finally, it would make sense for Brita to have a single brand, with clear associated brand messages, managing their product lines within that brand. Promotion: New users – Brita should aggressively target consumers in the Affluent Fridge Followers category, given the high consumption of water at home and their fit with the key Brita health messages. Maintain green credentials with targeted messaging.Place: Brita should continue with the mass distribution strategy as changes in the past have quickly translated in lost sales. People: Brita should implement clearer communication channels with clearly identified lines of authority. Conclusion On analysing the information available i-Fusions believe that Brita needs to refocus its attention on the market, using short and long term strategies that target appropriate segments with specific products, messaging and distribution channels to best meet their requirements, aspirations and life-styles. We believe that the marketing strategy recommended will assist in driving double-digit top line growth.