Essay on the Gulf War

Essay on the Gulf War Rashid Abdul, a citizen of Saudi Arabia was working for the Kuwait oil company as a firefighter engineer during the time of the Gulf War. The invasion of Kuwait by Iraq occurred in august 1990, and the war lasted up to February 1991. Rashid was involved in firefighting when the oil fields were put ablaze by the Iraq army. Engineer Rashid explains the occurrences and his experience during the war. Student: Thank you for agreeing to share your knowledge and expertise regarding the Gulf War. The topic is critical to students in understanding the history of the Persian Gulf region and the American involvement. R.A:Thank you for considering interviewing me regarding this important matter in the history of Kuwait. It’s essential for students to learn and understand the history of their country and the world. In august 1990, Saddam Hussein, the president of Iraq, raided Kuwait and Saudi Arabia. He complained that Kuwait and Saudi Arabia had taken over the oil market in the world. During the war with Iran, Iraq incurred a lot of losses and had to get a way to recover. Invasion of Kuwait was in an attempt to recover from economic loss that Iraq suffered during the war with Iran. Kuwait had drilled a lot of oil in the disputed border with Iraq. The oil market became flooded, and the prices of oil dropped significantly (Bacevich, 2003, 103). The economy of Iraq that was already depreciating was significantly affected by the decline in the prices of oils. Iraq accused Kuwait of initiating an economic war to weaken the Iraq government. There were historical tensions between Iraq and Kuwait, in the conflict between Iraq and Iran, Iraq had sought a lot of money from the Arab countries Kuwait being one of them. The government of Iraq had pressured Kuwait to pardon it the grant because of its finan cial status which was poor. Kuwait failed to call off the debt, and the Iraq government initiated a conflict with Kuwait. The territorial dispute between Iraq and Kuwait also contributed a lot in the emergence Gulf War. Iraq claimed that Kuwait belonged to Iraq before the British colonization. Student: invasion of Kuwait was not from a particular point and caught the world by surprise. Were you or your family living in the areas that were mainly affected by the war? R.A: Before the start of the Gulf War I was working for the Kuwait oil company today known as the British petroleum (BP). I was stationed at the Burgan oil field which was invaded by the Iraq troops in 1990, and the oil fields were set ablaze. Most of the Kuwait oil company facilities were destroyed by the Iraq army. Majority of the company workers left and some remained. Despite the setback, the company heavily invested in training firefighter engineers after the end of the Gulf War in 1991. Most of the fires in the oil fires were extinguished in a record time. Student: America was mainly involved in the war in helping Kuwait. Do you think they should have warned Iraq of their plan to participate in the war? What role did America play in the Gulf War? R.A: After the Iraq army had invaded Kuwait in august 1990, the Americans seemed to have no intention to initiate a military action against Iraq.The deceptive mechanism that the bush administration was applying towards Saddam Hussein was to show him that America had intention to initiate military action. In the reality, the American government was working round the clock talking to the Saudi Arabia government to allow it bring in ground troops. On 8th august 1990, the American troops in large numbers arrived in Saudi Arabia. The United States mobilized other countries to assist in fighting the Iraq army and force it withdraw from Kuwait. Through its efforts and power, the United States assembled about thirty-four countries to fight the American troops against the Iraq army. Key among the coalition army was France and the Great Britain. The American government had so many reasons to convince the United Nations Security Council and the whole world why it was just to send troops to figh t the Iraq army. Iraq was accused of violating human rights for so many years especially during the Iraq-Iran war where Iraq was accused of using chemical weapons against the Iranians (MacArthur, 2004, 93). The Saddam Hussein army was also accused of using chemical weapons against the Kurdish people. There was a lot of mass media sensitization in America about the reasons why it was necessary for America to defend Kuwait and the gulf region. At the beginning of January 1991, there were extensive air strikes targeting the Iraq army installations. The main agenda in the use of air strikes was to weaken the Iraq air force and ensure that its anti- aircraft facilities were destroyed. With the intense air attacks on the Iraq soil by the coalition army, the Iraq government fulfilled its earlier threat of attacking Israel if it were attacked. More than eight missiles were fired into Israel by the Iraq army. The primary aim of the Iraq army was to prove Israel to fight back thus forcing the Arab countries fighting the Americans to withdraw. America, a close ally of Israel, understood the whole concept of the Iraq attack on Israel and advised Israel not to fight back. The plan of the Iraq army was thwarted. The Iraq army fired missiles to Saudi Arabia, Qatar, and Bahrain though there were no significant casualties. Towards the end January 1991, the Iraq army invaded Khafji city in Saudi Arabia, which prompted heavy fighting between the Iraq army and the Saudi Arabia army with the support of the American marine troops. The Khafji battle lasted for two days when the Iraq army was repelled back through heavy artillery, but there were many casualties reported on both sides. The air strikes made by the coalition army provided significant support to the ground troops who were equipped with more sophisticated artillery than the Iraq army. The ground forces also used modern global positioning system technology to identify their locations and to locate the enemy. On 23rd February 1991, the coalition forces led by the American and British army invaded Kuwait where the Iraq army had laid siege. The invasion was not anticipated by the Iraq army and therefore there no much resistance. In fact, the Iraq army surrendered to the coalition army. On the other hand, the Kuwait army initiated air strikes in the Kuwait city targeting the Iraq army with very little resistance. After five days of heavy fighting, Saddam Hussein surrendered and gave the order for the withdrawal of Iraq army from Kuwait (Stanton, 2003, 64). Student: many nations took the initiative to evacuate their nationals from Kuwait, Iraq and neighboring countries. R.A: Countries such as India had nearly two hundred thousand nationals working and living in Kuwait and Saudi Arabia. When the Iraq army invaded Kuwait, most of the foreign nationalities were caught unaware, and majorities were stranded. There was great urgency by the affected nations to evacuate their citizens soonest possible. India carried out massive evacuations of its nationalities through Air India. Nearly three thousand five hundred Indians were evacuated on a daily basis. It is estimated that over five hundred flights were carried out by Air India. The evacuation process was taking with massive mobilization of resources and crew. The Kuwait and Bagdad airports were not accessible and therefore the Amman airport was majorly used for the evacuation process. The evacuees had to travel to Amman through Kuwait and the Iraq. Majority of the evacuees lacked the basic needs such as medication and water throughout the journey to Amman. By the end of the evacuation process, the Indian statistics showed that nearly one hundred and eighty thousand Indians had been evacuated from Kuwait and Saudi Arabia. The Indian evacuation remains the largest evacuation in the history. Student: After the Gulf War, the Kuwait oil company initiated massive restoration of its oil fields and installations. What were the mechanisms employed in the restoration process? R.A: After the end of the Gulf War the Kuwait oil company through Bechtel and other international allies initiated plan to put out fires on oil fields through workforce of about sixteen thousand firefighters. A lot of equipments were mobilized from different countries. The reconstruction work was done in record time of one year, and the oil production resumed after the war. The Kuwait GDP per capita increased tremendously. The impact of the Gulf War was immense to all the parties involved. The America and its allies made great strides in defeating Saddam Hussein. The American army emerged victoriously with minimal fatalities and casualties. America emerged as a powerful nation in the world with its sophisticated artillery. The Gulf War had a great economic impact on the Persian Gulf region especially in the oil production. The government of Saddam Hussein suffered an economic crisis with much of its resources used the Gulf War. Iraq was unable to pay back the debts, and it had incurred losses in military artillery. Kuwait, on the other hand, suffered great loss due destruction oil fields and oil installations thus reduced oil production. Saudi Arabia also incurred a lot of losses in the Khafji war where oil facilities were destroyed by Iraq army causing massive oil spills which cost the Saudi Arabia government a lot of dollars to clean up. The Gulf War caused a lot of human sufferings from the onset to the end. When the Iraq army invaded Kuwait, a lot of inhumane acts were committed including rape, killings and so many people captured as war prisoners. The environment adversely affected by the war. Heavy artillery were used which had a great impact on the desert environment. The desert vegetation was destroyed, and the atmosphere was polluted (Austin, 2000, 71). There was a lot of emissions and dust into the atmosphere from the burning of the oil fields. There were also a lot of chemicals emitted which contributed to the damage of the ozone layer. The marine life along the Persian Gulf was also endangered due to the sinking of ships carrying oil artillery. The Kuwait sewage treatment facilities were destroyed releasing raw sewer to the Kuwait Sea. The untreated sewer endangered the ecosystem and poses as a threat to use of beach by humans. Both economic and environmental impacts of the Gulf War will always affect the P ersian Gulf region for decades (Austin, 2000, 94). Although the gulf countries have worked tirelessly to solve these problems, the impact is still evident with oil spills and destruction of desert plant life is so imminent. The Gulf War dented the America economy, and the public lost hope in the sustenance of the economy and control of skyrocketing cost of living. Many Americans were longing for the day when the war will come to an end. The banking industry became fragile, and the majority of the American society were involved in financial borrowing. The development projects were abandoned, and the employment rates declined significantly. The American government also incurred a lot of losses in the war, and there were also casualties and fatalities. The American society was greatly affected by the war especially those families who had their sons and daughters in the front line. Some of the American soldiers returned wounded, and others were killed in the battle line. Up to date the impact of the Gulf War is evident in the life’s of most Americans who had had to change their perception towards their involvement in the defense. Today many American parents try and educate their young ones on the adv antages and disadvantages of enrolling in the army. Works cited Austin, Jay E, and Carl E. Bruch. The Environmental Consequences of War: Legal, Economic and Scientific Perspectives. Cambridge: Cambridge University Press, 2000. Print. Bacevich, Andrew J, and Efraim Inbar. The Gulf War of 1991 Reconsidered. London: Frank Cass, 2003. Print. MacArthur, John R. Second Front: Censorship and Propaganda in the 1991 Gulf War. Berkeley: University of California Press, 2004. Print. Stanton, Martin. Road to Baghdad: [behind Enemy Lines: the Adventures of an American Soldier in the Gulf War]. New York: Ballantine Books, 2003. Print.

Breast Cancer A Devastating Disease - 953 Words

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Also attributed with the decline of breast cancer incidence rates is the increasing awareness of the disease, anti-smoking campaigns and the decline in use of hormonal therapy. In 2002, the World Health Initiative published a report that indicated that the use of hormonal therapy after menopause was associated with an increased risk of not only breast cancer, but heart diseases as well. Following the report, the incidence rate of breast cancer dropped by 7% from 2002 to 2003.While positive, the number of those affected with the disease, including their familiesShow MoreRelated Breast Cancer Essay742 Words   |  3 PagesBreast Cancer The thought of having breast cancer is frightening to every woman, and devastating to some. However, ignoring the possibility that you may get breast cancer, or avoiding the things you should do to detect and avoid cancer, can be even more dangerous. Breast cancer is a devastating disease that may affect one out of nine women in the United States. 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The rule of nutrition in bone health Free Essays

string(34) " plasma ionised Ca and via versa\." Bone has chief regulation of the organic structure portion. All mass are carried with aid of bone otherwise mass is merely like a fabric. You can give illustration fabric has non prize without put fabric on organic structure. We will write a custom essay sample on The rule of nutrition in bone health or any similar topic only for you Order Now Just merely bone is supplying aid for traveling, walking, dancing and other of import function in life. Your bone is healthy or weak depends on your life manner and diet. If you are taking regular exercising and it is besides provide good energy diet. Bone is growing merely 10-18 twelvemonth old ages period. In that ages immature are along energy and good diet every bit good as supply a strong bone. In Egypt clip 2000 BC dry grapes raisin was used as intervention. Old clip from wall paintings shows that raisin was obsessional and Mediterranean and Europe used as ornament that epoch. In ancient clip raisin was extremely awards who demand worship topographic points with them and used them currency converted better alteration and as awards for athleticss events. In 1900 century modern universe California as popular san jacqium vale is produced commercial degree raisin. Raisin is a extremely good energy consumed and provides a good wellness for bone. Homeostasis is the care of a normal internal environment within organic structure. This stableness is of import for normal operation of cell tissue, organ, protein and many other substances have to be maintained at concentration including electrolytes, H2O, Na, Ca, P and Mg. Normally psychological and biochemical mechanism to modulate and command and command concentration to hemeostatic control involve negative feedback mechanism. Homeostasis upset can happen usually as failure consequence to command mechanism. Nutrition has chief function and lack for bone wellness. Your weight is checked through BMI under weight and bone is a controversial function for bone wellness. If your weight is reduced it means your nutrition diet did non provide adequate energy for bone wellness. Mass extremum bone is referred genetically for bone denseness bone. In age 20 every adult females have a batch of opportunity to develop osteoporosis disease. Bone is weak and a batch of lack due to non good care f oods. Good foods are supplying good wellness of bone. Homoeostasis ‘ is merely explicating for care nutrient and bone. Foods are indispensable factors for bone wellness otherwise castanetss are traveling to weak twenty-four hours by twenty-four hours and develop to opportunity osteoporosis. Lifestyle and exercising is besides of import function for bone wellness. Bone is healthy depends on the age. In childhood is develop to strong bone in whole life. Healthy and exercising to supplying a strong and healthy bone. Exercise is taking fresh Ca, protein and metamorphosis during exercising clip to supply for healthy castanetss. Factor exercising is besides assisting to cut down autumn strength factor, addition flexibleness and balance and better flexibleness. During clip of exercising is supplying physical activity and receive messages they need strong and able to work. Bone wellness benefit is long term footing if you are taking regular exercising. It is besides of import function bone strength and care musculus. Important dietary for bone wellness: Protein and Ca is of import drama function in bone mass gaining. During under nutrition, deficient Calories including vitamin and protein can different in brace bone development. Growth factor IGF-1 is activated action when low protein intake can be determined for skeleton musculus by formation of bone mass. Bone mineral component is soaking up in bowel to excite for factor. Phosphorus and Ca via an addition in the deliberate nephritic production hormonal signifier vitamin D. although pubertal mutant and growing factor to in pair production of IGF-1 due to intake low protein is caused to cut down for bone development. That ‘s why we find a positive association between bone mass to derive in kids and protein intake during dietetic consumption. We have a given adequate illustration from research on bone development in striplings and kids so that recommendation for bone growing and striplings in kids. Calcium soaking up is taken in balance diet with high degree of Na and protein t o increase degree Ca elimination through kidney low Ca consumption are avoided to inordinate sum of these substances. Calcium consumption can be demo the manner unequal lactose intolerance. Those who are intolerant lactose have adequate sum of lactose enzyme. Dietary dairy merchandise is breakdown and to acquire lactose or you can take lactose as pills. Some diary company to provide a milk merchandise have been treated with lactose. We have ever problem to acquire adequate consumption Ca addendums. We can acquire calcium obtain to depend how much you can dietary beginnings nutrient to provide different compounds Ca for illustration Ca citrate and Ca carbonate. The organic structure wants within Ca soaking up to acquiring adequate vitamin D of the Clairol Ca. Calcium soaking up from dietetic is to turn deficient soaking up. The chief job is calcium consumption to hive away in the skeleton musculus to consequence for new bone formation and bone wellness. Deficiency Ca, P and vitamin Calciferol: Calcium is required for bone and teeth construction, the release of neurotransmitter and initiated of musculus contraction as a cofactor for curdling factor, some enzyme activities and it is besides integral intracellular 2nd courier for a figure of endocrines. Calcium is of import for bone mass formation. The normal dietetic consumption 25 mmol Ca in one twenty-four hours is chief dietetic addendum by the soaking up of Ca from GI subdivision. Normally we released 25mmol Ca through fecal matters. Calcium is the most often dietetic mineral 25000mmol in one kg contain Ca. Bone is consist 99 per centum of Ca. About 500 mmol Ca is day-to-day transferred through ECF and bone. The ECF contain usually 25 mmol of Ca and plasma is present 9 mmol of Ca. Parathyroid endocrine is secreted by the parathyroid secretory organs is response to a autumn of concentration of plasma ionised Ca and via versa. You read "The rule of nutrition in bone health" in category "Essay examples" It stimulates the re lease of Ca from bone. A procedure called bone response. Cytokines and prostaglandins ‘ released by tumors that have metastasized to the castanetss may take to increased Ca Restoration of Ca. In primary hyperparathyroidism occurs most normally due to a parathyroid adenoma, which is begin tumors, and merely seldom due to parathyroid postmenopausal adult females. In primary hyperparathyroidism there is inordinate PTH secernment that causes hypocalcemia and sometimes hypophostemia which increased bone turnover peculiarly of the metaphases. Familiar hypocalciuric hypocalcemia is a normal autosomal dominant status that develops from childhood. It is chronic hypocalcemia feature but it is normally symptomless with usually PTH degree and no parathyroid adenoma. The mechanism underlying this status in known but TB and sacoidosis are granulomatous disease. Phosphorous combine Ca to from hydroxyapatite, the mineral constituent of dentitions and bone and it is requirement enzymatic activity, synthesis of 2-3-byphosphoglycerate and oxidative phosphorylastion and all membrane dependability. In the mean male is incorporating 20000 mmol with 17000 discoveries in bone and 3000 in soft tissue mostly attached with protein and lipid. Hyperphosphatemia may do metastatic calcification for illustration Ca P deposition in soft tissue as the extra Ca precipitates and cause hypocalcemia and colossus in accomplished patient. Nephritic failure is chief cause of hyperphosphatemia where GFR and phosphate diminution. There is different type of biochemical trials to utile when look intoing hyperphosphatemia. These include formative the phosphate and Ca concentration and serum keratinize and the concentration of phosphate piss. The undermentioned technique has proved utile probe obscure cause of hyperphosphatemia. A deficiency of vitamin D impairs mineralization of matrix bone doing rachitiss in kids and osteomacia in grownup. Ricketss result in malformations of the legs that bow due to organic structure tallness, weight, skull, ribs and pelvic girdle. During 1950 rachitiss was first clip discovered in UK by munition of infant nutrients with vitamin D. unluckily some susceptible kids suffer vitamin D toxicity and developed hypocalcemia. As an result the sum of vitamin D added to nutrient was reduced and rackets reappeared. Overt rickets is now rare in UK although subclinical rachitiss affect about 10 per centum of immature kids. Osteomalacia cause strivings in bone particularly of the legs and pelvic girdle and there is an increased susceptibleness to break of the long legs following minor injury. It is non uncommon in the uk particularly among adult females of some cultural parts because of their deficiency of exposure to sunlight during solitude and the erosion of traditional apparels. Exces s of vitamin D is once more, mostly associated with the overconsumption of vitamin addendums. Toxicity is due to overstimulation of Ca soaking up from the backbones and the inordinate Restoration from the bone which consequence in its demineralisation. The weakening of the bone and hypocalcemia promote metastatic calcification and inclination in the patient to organize kidney rock. Osteoporosis: Osteoporosis is a disease on the patient BMD degree as uttered T in every bit adult females and work forces. There are different pin autumn to explicate for osteoporosis degree. Osteoporoses are given information for bone, strength and non explicate for bone denseness. Osteoporosis has a intervention and bar to maintenance bone wellness and nutrition has play of import function for biological procedure. Calcium and P has of import regulation to usually 90 percent mineral content in bone. Organic matrix protein is incorporated in bone collagen upon with mineral content occurs. Metabolic procedure in bone is chief function for vitamin. Mentions: hypertext transfer protocol: //www.jacn.org/cgi/content/full/19/6/715 There are different phases for bone growing in adult females throughout in lives. A adult females has foremost two decennary bone are growing both breadth and length. In immature adult females is develop bone mass to travel PBM. Calcium is chief function for bone wellness and at least 300 mg per twenty-four hours. At the accomplishment of teenage old ages, bone continues to increase in denseness and thickness into immature maturity, when PBM is achieved. It has been assumed that persons with higher PBM achieved in early in-between age will be at minor hazard for merely get downing osteoporosis later in life. Ethnity: In UK 3 million people are effected osteoporosis and at least 23000 breaks every twelvemonth. In immature adult females, kids and work forces can besides consequence on menopausal castanetss are strongest and thickness in early immature age. Asiatic population demographic displacement with aging are increased osteoporosis in modern states. Osteoporosis epidemiology information and break fragile in Asian is thin and X raies are limited service in most Asiatic states. Normative informations population for bone denseness are less lactation, para, nutrition position, ethnity and business are few factor to impact bone denseness in this part and VITAMINE D lack job in all over the universe. In UK and world-wide osteoporosis are chief factors to personify loss and eating upset. Bone mass is associated with low bodyweight in immature people and hazard break and bone loss in older individual. Calcium, P and vitamin are chief alimentary to supply strong bone and thickness otherwise low weight to symbol of weak bone. Women and immature misss are at punctilious hazard of convert scraggy due to inordinate concern stay slim. In Asiatic and African community are less job for osteoporosis due to eating upset but besides have job for weak bone. In 3rd states have increased degree osteoporosis because food has a lack of chief food? 92 states as 94 societies, part around the universe are member of IOF. These society both medical society and patient are worked in the broad scope for osteoporosis. Many information patient offer, run self group and telephone are given osteoporosis patient. Bone wellness and food: Bone is reduced and less denseness weight to explicate osteoporosis disease. The castanetss can go delicate and porous, or weak skeleton and a batch of hazard of breaks. The bone loss occurs increasingly and saliently and most normally at the spinal column, carpus and hip are first break without any symptoms. Normally 5 work forces is out 50 has break due to osteoporosis and different ratio 3 adult females out of 50. Thymine is besides fact on your life manner, good wellness, and good nutrition and genetically has become cause of the breaks of the bone. Healthy bone and balance diet is besides depend on the good nutrition and good diet consist adequate Calories and normal protein, saccharide and fat every bit good as other mineral and vitamin. In adolescences kids good nutrient to assist for strong bone and it has less opportunity to impact osteoporosis chronic disease. In older and immature people, alimentary nutrient is supplying strong bone. It is besides aid for recovery break re ally rapidly. hypertext transfer protocol: //www.iofbonehealth.org/osteofound/filemanager/patients_and_public/images/food.jpg Mentions: hypertext transfer protocol: //www.iofbonehealth.org/patients-public/about-osteoporosis/prevention/nutrition.html Atkins diet was introduced in 1930 with good food and less fat nutrient. Atkins diet has received excessively much popularity and one of this most popular of those diet with saccharide and tonss of vitamin. Atkins diet with include cereals nutrient and tonss of fresh veggie and fruit. Alternatively eat generous sum of domestic fowl, meat, pick and butter. Carbohydrate is advancing insulin to assist for care for wellness. The organic structure is response to rapidly by using stored animal starch for energy and cut downing organic structure weight and besides aid for strong bone wellness. The plan for a typical Atkins diet consists of four stage ‘s debut, ongoing weight loss, premaintenance and a concluding life clip maintence phase. A good diet is besides forestalling for merely like osteoporosis disease and besides provides a strong and good wellness castanetss. Foods are dwelling of vitamin, protein, hint component and Ca nutrient. Calcium and phosphoric are besides chief part s of the bone. Bone strong and weak is depending on Ca and phosphoric concentration in bone cell. Exercise, diet, lifestyle and other factors: Exercise is chief function for bone wellness. If you are making day-to-day everyday exercising to helpful for older age. In immature age is supplying good healthy castanetss and long life castanetss. Exercise is taking fresh Ca, protein and metamorphosis during exercising clip to supply for healthy castanetss. Factor exercising is besides assisting to cut down autumn strength factor, addition flexibleness and balance and better flexibleness. During clip of exercising is supplying physical activity and receive messages they need strong and able to work. Bone wellness benefit is long term footing if you are taking regular exercising. It is besides of import function bone strength and care musculus. Life manner is besides of import factors to supplying strong musculus and healthy bone. Nutrient has chief portion for life style if you are taking good nutrient. It means to state you are taking every good food for supplying strong and healthy castanetss. Less foods diet is besides create a tonss of disease for illustration weak bone racket disease, osteoporosis and lack Ca and phosphoric disease. Drinking is really bad wont to lose your wellness and every bit good as bone wellness. Healthy castanetss are supplying a good wellness. Drinking is loss immature metabolic metamorphosis to make a tonss of job in your wellness. Medicine is besides damage your bone and besides damage kidney, liver and other parts of the organic structure. Smoke is more bad consequence for your bone. Bone is loss day-to-day wellness and failing. Your bone is more failing merely like an 80 old ages old individual. Smoke is less heal to retrieve for break bone and it is besides loss your bone mineral salt. Vitamin D is chief function for bone wellness. You must take half hr sunlight energy to supply to do vitamin D. Eating upset is chief factor for bone wellness. You can non take any good food for your bone wellness because cistron is damage your harm your nutrient food. Some physicians intervention for osteoporosis is preferred merely drug intervention non other intervention. During intervention is supplying good nutrient which consists is a batch of mineral and vitamin. How to cite The rule of nutrition in bone health, Essay examples

Brand Management of an International Firm

Question: Describe about the Brand Management of an International Firm. Answer: Introduction The purpose of branding is to distinguish one product from that of another. The American Marketing Association defines brand as name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. This would mean that whenever an organization creates a product and the product is given name or a logo or anything, which differentiates it from another product, then the organization creates a brand (Keller 2013). Different organizations use different elements to differentiate the organization from another organization. Brand management is both tangible and intangible. The tangible elements would be the look and the feel of the product. Examples of organizations having tangible elements are NOKIA, SAMSUNG, Apple, and General Electric. The intangible elements would be the relationship that the organization has with its customers. Examples of organizations having the intangible elements can be from the banking sector (Heding, Knudtzen, Bjerre, 2016). In the present study, Kentucky Fried Chicken (KFC) a firm that specializes in branding Fried Chicken would be chosen. KFC as it is popularly known opened its first restaurant in 1952 in Utah, United States. Harland Sanders a school dropout founded it. KFC has outlets all over the world, opened about 2365 restaurants in 2015. Its presence is felt in 120 countries with more than 15,000 restaurants. It expects to give a 10% operating profit growth in 2016 ("2015 Yum! Brands Annual Report", 2016). Literature Survey In the modern world, every organization wants to be projected as a brand. Branding by an organization can be compared to building a strategic asset. The very existence of an organization sometimes balances on the name and fame it has acquired. The name of the organization has the strength to influence the market. This influence may be lost if the brand management is poor. A band is an amalgamation of three factors: the product and services offered by the organization, the name of the organization and the concept of the organization (Kapferer 2012). Food is an integral part of our daily life. The food that we eat is a reflection of our culture, our habit and our wellbeing. The tweets on the social media reflected the eating habits and profile of the person. Tweets between friends on the subject of food showed that the tweets reflected a demographic profile of the person irrespective of their culture (Abbar, Mejova, and Weber 2015). A cross cultural study done to analyse the perceived knowledge of wine between Australians and Koreans found that Australians had more knowledge of the health benefits of red wine. But Koreans consumed more red wine. Red wine was chosen since it is consumed in both Australia and Korea. The study was conducted on wine drinkers who were more than 18 years of age. (Yoo et. al. 2013). Fast food outlets are growing at an enormous rate. A study conducted in Manado city analysed the consumer behaviour and the preference of the consumer towards the food. The preferred fast food brands selected were McDonalds, KFC and AW. The analysis found that price was the most important factor in determining the fast food chain. The other important factors in determining the fast food outlet was the atmosphere, location, cleanliness, the speed of service and the taste of the food. (Wibowo and Tielung 2016). In the hospitality and fast food sector corporate social responsibility is a very important factor in making consumer food chooses. A cross cultural study across North America and Europe found that social and environmental responsibility to vary across consumer valuation. The study also found significant differences in awareness, purchase intentions and trust of the different food chains between the consumers. Similar to previous conclusions the CSR in North America is more as compared the European markets (Mueller Loose and Remaud 2013). A cross-cultural study (Western and non-Western) conducted to assess the influence of technology on food products found that the consumer valued the economic value of the food more than the taste value. The study found that across cultures there exists consumers who are both pro and anti to the use of technology in the processing of food products. The study suggested that the consumer valuation for the use of technology is a multidimensional concept. (Perrea, Grunert and Krystallis 2015). A cross cultural study found that the aesthetics of a food product influences the choice of the food. Two groups of consumers from America and China were presented with various liquid drinks in transparent glasses having different shapes. The study was designed to understand the consumer preferences to the type / shape of the receptacle, the colour / aesthetics of the drink and the type of drink. The study found that in all the three categories in which the study was conducted the choice of the consumer differed across cultural differences (Wan et.al. 2014). For a food product the packaging is the first object with which the consumer comes in contact. The packaging of the food product gives important information regarding the quality of the food and information of the food product. The study was conducted giving four cues which gave the consumer to make an informed choice. The study was conducted across two countries in Europe with different cultural backgrounds. The study found that different symbols gave different meanings across cultures. The study also found that symbols or visual cues to be as strong as written information to influence consumer choice (Carrillo et.al. 2014). Consumer behaviour towards purchase of organic foods differs across cultures and religion. In a study conducted on US and Korean consumers it found that there were significant differences in the buying behaviour. The buying behaviour was influenced by the religious beliefs of the consumers. The study found that Buddhists were more inclined to sustainable behaviors irrespective of their place or country of residence (Minton, Kahle and Kim 2015). Customer equity (value, brand and relationship) is a concept in the brand management of a product. A study conducted amongst the Europeans and Chinese consumers found that the consumers preferences varied across all the three variables of equity. The study was conducted in two locations. A banking sector and a supermarket location were chosen for the purpose of the study. The study found that the Chinese consumers were more loyal as compared to the European consumers. The study also revealed the impact of the equity drivers on the western cultures were more as compared to the eastern cultures. The study also indicated that the same marketing strategy cannot be followed across diverse cultures. This being a reason that MNCs originating in western nations have not been able to have the same growth in eastern nations (Zhang, Doorn and Leeflang 2014). A study conducted to identify the overall effects of culture, loyalty and price on the complaint behaviour pattern of the consumer evidenced significant differences across cultures. The study indicated that customer loyalty in relation to service failures in the hospitality industry differed across cultures. The study indicated that there were significant differences amongst the behaviour of first time and loyal customers (Kim, Lee and Mattila 2014) Customer loyalty is a very critical for the growth of an organization. For any organization to grow profitably it should be able to deliver satisfactory goods to the customers at affordable prices. The gap between satisfactory goods and affordable does not mean that the customer will express displeasure, but it surely means that the customer would most likely visit a competitor. A study by Bennet on aggressive consumer behaviour found that only 5% of the customers complained. Customers in a hospitality industry are the most important asset. The presence or absence of customer can mean a difference in profit and loss to the industry. By the process of complaining the customer only expressing his displeasure (Eid 2013). The purchase behaviour of a consumer is variant across culture and religion. This is reflected in the promotional strategy that McDonald follows in UAE as compared to that in Europe (Begum 2015). The hospitality industrys success depends on its ability to cater to the needs of customers across cultures. A study done to measure the brand management of the hotel industry found that the image of a hotel depends on the perceived quality of service, the awareness, image and the reliability of the brand. The study used a cross-cultural analysis by studying the variables like the language spoken by the tourist, the residence country of the tourist and the hotel in which the tourist stayed. The study found that to study the brand management of the hospitality sector there were an infinite number of grouping variables and studying a cross-cultural and cross-religious preference cannot be limited (Oh and Hsu 2014). Research aim The aim of the research is to analyse the impact of cultural diversity and the cross-cultural differences on the brand management of Kentucky Fried Chicken (KFC). Research questions The research questions for this research are as follows: How the brand management of KFC is is influenced by the culture diversity and cultural differences of a place? What is the relationship between cultural diversity/ difference and the brand management at KFC? How cultural diversity of a place creates cross-cultural issues/challenges at the workplace for KFC? How cultural diversity affects the brand image, reputation and value of KFC at the global level? What strategies are used by KFC to manage the cultural diversity as well as to solve the cross-cultural issues in the global market? Research Hypothesis On the basis of the above research questions and the brand management of the fast food chain the hypothesis are developed. The hypotheses to be tested are H1: Cultural diversities have no impact on the brand management of the fast food chain KFC H2: Cross-cultural diversities and cultural differences have no impact on the brand equity of the fast food chain KFC H3: Cross-cultural issues have no impact at the workplace of the fast food chain KFC Research objective The objective of the research is as follows: To find the relationship between the cultural diversity and or differences in brand management at KFC To study the relationship between the cultural diversity and cultural challenges at KFC How does KFC cope with the challenge of cultural diversity and cultural difference How does KFC manage its reputation as the market leader in fried chicken at the global level. The strategies used by KFC to manage the cross cultural diversity and cross-cultural issues at the global level Research Methodology To address the present research a survey questionnaire would be developed which would be administered to the customers and employees of the fast food chain KFC. The questionnaire would test how cross-cultural and diverse relation of the fast food giant affects the consumers choice of food. The research also focuses on whether fast food giant like KFC has different frameworks to work at different regions of the world. The research would analyse how KFC brand manages and represents itself in a cross-cultural situation. The demography of the people would be studied. The correlation between the choice of food and the cultural background of the customer would indicate the customers food habit. A t-test would be done to analyse how the KFC adapts to the needs of the customer. Finally the reliability of the data would be studied. Gantt chart Week 1 Week 6 Week 10 Week 13 Week 14 Introduction Literature review Data collection Data analysis Conclusion Figure 1: Gantt chart of the research (Source: created by author) Research Process The present research is based on the inquisitiveness that how international organization brand manage themselves in a cross-cultural situation. An organization in its process of expansion grows from one country to another. In this process, it sometimes expands into regions which have different cultures, religions, beliefs. To be a profit making organization in such regions it has to tweak its philosophy. The present research aims to find how KFC has made changes in its working so that can work in a cross-cultural situation. The approach is to collect data from the customers of KFC from a region / place where there is an amalgamation of cultures, religions, languages of people. The data thus collected would represent a cross-cultural data. The analysis of the data would represent if KFC has been able to promote itself as an international organization keeping in view the different cultures and value ethics of the people. Most of the international organizations in the catering, fast foo d, hospitality industry do make changes in their philosophy so that they can survive in a cross-cultural situation. Data collection The most important task of the researcher is to design a sampling plan. Since for the present research qualitative data collection method will be used hence the sample size would also be kept small. For the purpose of the research, a sample of 200 customers of the fast food chain KFC would be selected at random. The entire 200 customer would be mailed a survey questionnaire. Since the present research focuses about cultural diversity and cross-cultural differences the customers selected would have to be from diverse cultural backgrounds. For selecting the customers a metropolitan city would be chosen where cross-cultural people stay. The customers selected would be regular and loyal customers of the fast food giant. Only then can we randomly select people with different cultural backgrounds. The sample of the customers would consist of an equal number of people coming from different cultural backgrounds. The customers thus selected should also have different language backgrounds. Since the customers selected would have different cultural backgrounds it could safely mean that they have different religious beliefs also. The customers should also have different lifestyles and values of life. The sample would also consist of an equal number of customers of both the gender. The sample would also have an adequate number of customers of all age groups. Data analysis The demographic profile of the participants would be studied. This profile would be the most important factor in determining the extent of cross-cultural and diverse sampling of the consumers / customers. It would also indicate the food preferences of the customers vis-a-vis their religion and culture. The correlation of the food of choice for the customer against the cultural background of the customer would be studied. This would indicate the evolution of brand management by the fast food giant. A test for the difference in means of different statements by the consumer with regard to the tangible and intangible variables that affect the brand management of the fast food giant would be done. This would indicate how the fast food giant adapted to the growing demands of changes in a cross-cultural situation. This would also indicate how KFC evolves its menus, aesthetics, and other equity variables in a global scenario. The tests would be done at 95% level of confidence. Expected Research Outcome A previous study by Begum (2015) has indicated the consumer expectation from fast food giants in a diverse cross-cultural situation. The results showed that the fast food giants like KFC and McDonald improve and make changes in their brands to cater to the needs of varied consumers / customers. A study by Nadiri and Gunay (2013) points to the fact that the catering industry creates a quality of experience so that it can achieve more customer satisfaction and create a brand of loyal customers. The catering industry brand manages its equity according to the culture and religion of the country. The hospitality, catering, fast food industry have brand managed themselves and are way ahead in offsetting any negative impacts of cross-cultural diversity as against other MNCs which are still struggling brand image themselves. Conclusion It can be concluded from the present study that multinational organizations in the field of hospitality, fast food have adapted to the ever growing requirements of the customer. They very well understand the cultural diversity and cultural differences that are present throughout the world. Multinational brands in the fast food sector have learnt that the less they know about the culture of the place (in which they are doing business) the more is their loss. Thus multinational brands have adapted themselves so that they get moulded into the beliefs, values and customs of the region while keeping their identity intact. References 2015 Yum! Brands Annual Report. (2016). Yum.com. Retrieved 16 September 2016, from https://www.yum.com/annualreport/ Abbar, S., Mejova, Y. and Weber, I., 2015, April. You tweet what you eat: Studying food consumption through twitter. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems (pp. 3197-3206). ACM. 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