Professional relationships with children Essay

1.1 Describe how to establish respectful, professional relationships with children any young people To establish and maintain a respectful and professional relationship with children and young people in setting the Teaching assistant must always put the children first, never appear bored or uninterested, always encourage children and never make them feel like they have said something silly as this may make them reluctant to join in class discussion or turn to the teaching assistant for help. Body language is very important, if a child senses anger or unrest this may make the child not want to approach the TA with any problems or concerns they may have. The TA must always maintain eye contact and be friendly and approachable; they must also remember to give short and clear instructions to the children as they can only process it a bit at a time. If the TA has children or friend’s children within the school they must not discuss any child with any parent and their friends must be made aware that if they require any information on their child they must speak directly to the teacher. 1.2 Describe with examples how to behave appropriately for a child or young person’s stage of development Children and young people are still developing their language skills so it is important that the TA uses the correct terminology when in the classroom, in the key stage one they are learning phonics and it is important that the TA uses the same pronunciation as the teachers as this will confuse the children. The TA must never use inappropriate language i.e. swearing or slang words as this is not setting a good example to the children. When in setting the TA must dress appropriately no low cut tops. This can be very distracting. The TA must give the children their full attentions and not be distracted as they will pick up on this and it can impact negatively on the children and they will be reluctant to be involved with the TA. The TA needs to set a good example and be a good role model. 1.3 Describe how to deal with disagreements between children and young people Children and young people often have disagreements and fall out amongst themselves due to differences of opinion or personality clashes, it is important to stay calm and try to diffuse the situation, make sure that  both sides of the story are heard be fair and do not take sides. If the TA is unsure of anything then they must seek help from colleagues. 1.4 Describe how your own behaviour could: – Promote effective interactions with children and young people In setting body language is the first thing a child notices about the TA. Children can tell when there is something wrong. It can be off putting for a child if they are worrying whether they have upset the TA or not. If you are smiling they are smiling they can also tell when it’s not a genuine smile too, so never try to force one. -Impact negatively on interactions with children and young people Again a child can tell if you are genuinely in a good mood or not, if they are picking up on the TAs mood then it can impact hugely in a negative way as they might not want help form the TA and this could put them behind with their work and get them into trouble with the teacher. Adults 2.1 Describe how to establish respectful, professional relationships with adults In setting it is important to establish a good professional working relationship with adult’s weather it is a teacher or a parent. The TA needs to be respectful of other people’s views and opinions even if it differs from theirs. It is also important to be polite as the TA is not only to help the teachers but to set a good example to the children. 2.2 Describe the importance of adult relationships as role models for children and young people If the children see a good working relationship between adults then they are more likely to give other children the same courtesy. If the child sees politeness and good manners they are more likely to do the same. If is important for the adults to set a good example to the children. Communicating with children, young people and adults in an educational environment is an important part of a professional relationship 3.1 Describe how communication with children and young people differs across different age ranges and stages of development When communicating with babies and toddlers parents often use baby language I.e. choo choo for train and woof woof for dogs but this will not help them later on when the time comes to go to school, as they grow the need to be taught the proper words for things as it will make it more difficult when they start school and it will confuse them. In early years at school they concentrate on phonics, numeracy and  literacy this helps them develop their language and mathematical skills and helps them for the rest of their school life. Each child has a different way of learning. The TA must be able to communicate with each child regardless of their learning abilities. Communication can differ among different ages and stages as the younger children may have difficulties such as speech problems which in older children this may have already been addressed. 3.2 Describe the main differences between communicating with adults and communicating with children and young people The difference between communicating with adults, children and young people are adults are able to process information much more quickly and effectively than small children and young people. When speaking to small children and young people you must use precise instructions so they understand what you want them to do. When speaking to adults sometimes we use sarcasm but small children and young people do not understand sarcasm and they may take it as the TA being nasty. Sometimes we have to raise our voices to be heard or to get our point across but when dealing with children that is not always the best way, if you want them to do something it is better to ask them calmly rather than shouting. 3.3 Examples of communication difficulties – Speech – Hearing – Language/different accents – Disability – Social Issues – Emotional Issues – Lack of stimulation – Lack of concentration – Lack of time – Abuse/neglect – Environment – Religion – Quiet/shy – Autism 3.4 Describe how to adapt communication to meet different communication needs In everyday life there are communication difficulties and it is the same at  school, there can be language barriers or hearing problems you just need to be able to adapt learning around there issues for example writing things down, written instruction or speaking slower more clearly, misunderstandings happen more often than not when a child has misunderstood instruction, do not rush a child if they feel under pressure they are more likely to get it wrong. Also respect others views and opinions even if you do not agree. 3.5 Describe how to deal with disagreements between: – The practitioner and children and young people If there are disagreements between a child and a TA the TA must involve another member of staff who can remain objective and not take sides as with all disagreements both parties should be treated fairly. The TA must not shout and behave inappropriately as this does not set a good example. * The practitioner and other adults If there are disagreements in setting between the TA and another adult it is important to try and resolve the situation as quickly and as calmly as possible to maintain relationships, if there are unresolved issues then the school grievance policy should be followed. Underpinning communication and professional relationships is the principle of confidentiality 4.1 Identify relevant legal requirements and procedures covering confidentiality, data protection and the disclosure of information The Data Protection act 1998 requires that information is – Accurate and relevant – Kept secure – Obtained and processed fairly and lawfully – Processed for limited purposes and not in any manner incompatible with those purposes -Held for no longer than necessary -Only disclosed if specific conditions set out in the act are satisfied 4.2 Describe the importance of reassuring children, young people and adults of the confidentiality of shared information and the limits of this It is of the utmost importance that children, young people and adults are reassured of the confidentiality of shared information as if they feel that what they tell people is going to become common knowledge then they will be reluctant  to tell anyone, this could lead to things been missed and someone getting hurt. Children, young people and adults need to be aware that things will remain confidential within reason, sometimes confidentialities have to be broken if someone ids in immediate danger or there are reports of abuse. 4.3 Identify the kinds of situations when confidentiality protocols must be breached – Sexual abuse – Physical abuse – Neglect -Self harm Resubmission TDA 2.3 Communication and Professional relationships with children, young people and adults 1.3 Describe how to deal with disagreements between children and young people When in setting if I was in that situation I would seek help from another member of staff so that the child or young person could be heard fairly as it is important that both sides of the story are heard. Both parties must be treated equally until the situation is resolved. I would need to remain calm and try to diffuse the situation without shouting. 1.4 Describe how your own behaviour could promote effective interactions with children and young people When dealing with children and young people the TA must be friendly, approachable, give praise where needed and support the children with their work and make them feel valued and that their opinion counts. This can have a very positive impact on the children, their work can improve and their self-confidence will improve. If a child or young person doesn’t feel that they or their opinions matter the will not progress properly and this can impact negatively on their education. They will not want to show their work or may feel silly asking questions, it is a TA’s job to help support the children and young people and make them feel valued. 2.1 Describe how to establish a respectful professional relationship with adults It is important to establish a respectful professional relationship in setting because we are there to set a good example to the children and young people and if they see adults behaving or speaking inappropriately then they will think it is acceptable to do the same, we are there to be good role models. It is also important to establish a good professional relationship with the parents whether they are your friends or not as they must understand that there are  rules and the TA’s cannot discuss their or anyone else’s child. 2.2 Describe the importance of adult relationships as role models for children and young people It is important that the children see a good working relationship between adults because if they see tension between the adults the child or children will pick up on this. They may think that this is normal and start being like that themselves. Adults must set a good exampl e to the children and young people, being a good role model is important as you are there day in day out and they will learn from you. If you go in and they think that you are not interested it is going to impact negatively on them. 3.1 Describe how communication with children and young people differs across different ages and stages of development Communication differs between different ages and stages of development, people tend to use baby talk when talking to babies and toddlers which is ok but the need to know the correct words for things as it will make it difficult for them when they go to school. When they start school they will learn with phonics this will help them to learn to read and write, in schools now there are many children and young people who don’t have English as their first language so learning has to be adapted for their needs. Some children and young people’ levels understanding are not the same as others so they perhaps need a little more help and would require one to one help with certain subjects. 3.4 Describe how to adapt communication to meet different communication needs There are a many different communication needs within a school, for example hearing and speech diffi culties and ESOL (English speakers of other languages), They will all need extra help as people with hearing problems will require one to one as they may use sign language or lip reading the TA may need special training for this, you can also use picture cards or write things down. It may be easier for someone with speech problems to practice writing them down first before trying to say them and listening to someone else pronounce them first to help. With people who have English as their second language it will be more beneficial if they hear someone speaking the words to help with their pronunciation. When helping someone with anything whether they have difficulties or not it is important to speak slower pronounce things accurately and be patient. 3.5 Describe how to deal with disagreements between the practitioner and children and young people In setting the TA must diffuse any disagreements between children, there are often fallouts in  the playground over who had what first, as a TA I would say that the child who had it first could have it for 5 more minutes then it would be the other child’s turn. In my setting if a child does not do as they are told they will get a warning and if they continue misbehaving they will get a verbal warning, if the still do no adhere then they will get put on a stage. This will then be reported to the parents at the end of the day. If dealing with a disagreement between myself and other adults I would try to diffuse the situation by remaining calm seeking advice from a member of staff and I would also speak to the head of the school to find of what the complaints and grievance procedures are for that school. You would not necessarily need to use the procedures but it would be useful to know for future reference. When dealing with disagreements with adults you need to use the same methods as when dealing with children and young people, stay calm and don’t shout as shouting will only make matters worse. You also need to be discreet as people will not appreciate people gossiping about the situation. 4.1 Identify relevant legal requirements and procedures covering confidentiality, data protection and the disclosure of information * The children’s act 2004 * SEN Code of practice 2001 * Human Rights act 1998 * Freedom of Information act 2000 4.3 Identify the kinds of situations when confidentiality protocols must be breached * OFSTED Safeguarding in schools: best practice September 2011 No 100240 * Risk of serious harm * Where an adult is aware that a child is involved in criminal activities * Illness

Reputation in Shakespeare’s Othello Essay

Reputation is what people think of you and it is a part of human nature. Nobody can dispute this fact whether they like it or not. To some, their reputation is a blessing because of positive attitudes towards them. To others, it can be an illness that they cannot cure. In William Shakespeare’s Othello, the characters of Iago, the two-faced character, Cassio, Othello’s lieutenant at the start, and Othello, the â€Å"Black Moor† and the protagonist of the play, show just how important one’s reputation can be. Iago’s reputation is an honest man and he used this to destroy others’ reputation. Othello has a changing reputation throughout the play. Cassio also has dramatically changing reputation. â€Å"I am not what I am† is a popular quote that Iago honestly says. In this play, Iago is a two-faced character. Iago’s persuasion is strong towards Othello and Cassio. He uses his good reputation as a weapon to destroy everyone’s reputation even though his reputation is the exact opposite of his true nature. This becomes evident when Othello describes Iago as â€Å"Honest Iago† and says â€Å"this fellow’s exceeding honesty†. Othello is under the impression that Iago is an honest man so he allows himself to be influenced by him and believes that he is trustworthy. Othello then believes him when he suggests that Desdemona is unfaithful to him regarding the fact that he does not know much about relationships and women. Iago also worked hard to destroy Cassio’s reputation by making him drink and making Othello believe that he is in love with Desdemona. Iago also tells us that he cares for his reputation by saying â€Å"Good name in man and woman†¦ But he that filches from me my good name robs me off that which not enriches him and makes me poor indeed† but then he tells Cassio and Othello that reputation is not important. â€Å"†¦there is more sense that than in reputation. Reputation is an idle and most false imposition†¦Ã¢â‚¬  and â€Å"Men should be what they seem†. Without Iago’s honest reputation, he would not cause the death of Desdemona and ultimately Othello. Roderigo, a suitor of Desdemona, is the only character who knows the real Iago yet Iago kills him. O damned Iago. You inhuman dog! † is what Roderigo says before he dies. This is one of the lines that show his real nature. This shows us that our reputation does not have to be true to make it or plausible among others. Acting is a good way of manipulating others about our reputation. We can use it either for good or evil. In this case, Iago uses his reputation for his own advantage and for his evil plans. Cassio is an honest and loyal man. Unfortunately his reputation is thoroughly tarnished by Iago. Iago works very hard to damage Cassio’s reputation and Othello’s impression of him. He easily loses his position as Othello’s lieutenant and his reputation when Iago plans what might happen if he drinks. â€Å"Come, lieutenant, I have a stoup of wine; and here without a brace of Cyprus gallants that would fain have a measure to the health of black Othello. † Cassio is resisting but Iago is insisting. He still drinks because he believes that Iago is making an honourable gesture towards Othello and Desdemona. He also believes that Iago is loyal to his commander. Iago then tells Roderigo to attack Cassio by saying â€Å"How now, Roderigo! I pray you after the lieutenant go! †. Roderigo then follows Iago and then Cassio makes a brawl while Othello is having a good time. Othello then asks what happened then Iago informs him what happened. Othello then fires Cassio as his lieutenant. Cassio values his reputation. It is evident when he says that â€Å"Reputation, reputation, reputation†¦ I have lost the immortal part of myself, and what remains is bestial†¦Ã¢â‚¬  Here we are shown that reputation is a human need. Good reputation prevents great public dismay. Also if you have a great reputation when you die, people will remember you meaning reputation lives longer that humans do. Good reputation also is harder to maintain than to break. It is simply fragile. Othello has a changing reputation throughout the play. Firstly we are shown a confident yet respectful man then a gullible man then a violent one until he becomes a murderer of an innocent person. From the lines â€Å"Most potent, grave and reverend signiors†¦Ã¢â‚¬  comes a person with great respect over people with greater power over him. He shows humility and respect while he is speaking and this earns him a great reputation even though he is a black man in a white people community. He also says â€Å"She loved me for the wars I fought†¦Ã¢â‚¬  around the last part of the speech meaning that the audience should see him as a hero. â€Å"This fellow’s of exceeding honesty† comes a person with a flaw, his gullibility. In here we see the irony and how he starts to trust Iago more than his beloved Desdemona. We also see that he lacks knowledge in marriage and women. He disregards himself as black and old which he thinks are the reasons why Desdemona is unfaithful to him. In the scene where Othello slaps Desdemona in front of everyone we are shown that Othello is a violent husband and not a gentleman. From here on we see how the reputation of Othello changes dramatically. â€Å"Lie with her! Lie on her! †¦ Pish! Noses, ears and lips. Is’t possible? / Confess? † is a prose that shows a man at its lowest. This quote conveys agitation and his use of questions suggests insecurity. His fractured sense of self is conveyed through the syntax. Here we see that people with great reputation from the start can possibly experience a great breakdown in their reputation. We see how flaws beat good reputation. In the end, we learn that even heroes can just be naive and gullible who can have so many flaws. The theme of reputation in Othello plays a very important role in the play. It is evident on how Iago uses his reputation to ruin others like Cassio and Othello. Reputation is what keeps people living through the ages. Having a good reputation gives us power to easily manipulate and persuade people but if we do that, karma may come to us like what happened to Iago, death. Applying the reputation in the play to the present, someone’s good reputation is hard to rebuild because it is hard to change people thoughts about you. Reputation is harder to maintain that to break.

Coffee and Starbuck Essay

Summarize the overall strategy of Starbucks Management in its effort to create and develop a new concept and a rapidly expanding company. The overall goal of Starbucks Management was to create an American version of the Italian coffee bars that Howard Schultz had experienced first-hand in Milan. He believed that Starbucks should function as an important part of the community, as a meeting place for its customers. He wanted Starbucks to become an experience that would differentiate itself from its competitors. One of their key strategies in meeting this goal is a focus on customer service in order to create an experience for its consumers. Another one of their strategies is to ignite their emotional attachment with consumers. They also have a commitment to improving their business through better training, tools, and products and to give attention to store-level economics and operating efficiency. All of these are prongs to their strategy that will allow Starbucks management to turn Starbucks into a location where people don’t just go to grab coffee, but to experience the atmosphere of an Italian coffee shop. Another prong to their strategy is to offer many different products and to distribute them among a variety of distribution methods. Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Starbucks is employing? There are five generic competitive strategies that can be employed and they are low-cost provider strategy, broad differentiation strategy, focused low-cost strategy, focused differentiation strategy, and best-cost provider strategy. The strategy that Starbucks uses is broad differentiation where they seek to differentiate their product offerings from rivals’ with attributes that will appeal to a large variety of consumers. The key market characteristic for the strategy of differentiation to work is that buyers’ needs and preferences are very diverse and cannot be satisfied with a standardized product offering. This is an evident characteristic of the market because consumers all have different preferences on the way they like their coffee. Which is the reason why Starbucks offers many different product options like lattes, skinny lattes, coffee, iced drinks, blended drinks, etc. They also offer fruit cups, water, and bakery items to provide even more options for their consumers. If a differentiation strategy is successfully implemented the firm will be able to do one of the following: command a premium price for its products, increase unit sales, and/or gain buyer loyalty to its brand. Starbucks has some of the highest prices for the type of products they offer and people tend to be extremely loyal to whatever coffee they are used to purchasing, because they trust the quality. Methods to enhance differentiation 1. Create superior product features, design, and performance Starbucks has a superior knowledge of coffee and a commitment to providing customers with quality coffees. Providing top-quality, fresh-roasted whole-bean coffee was the company’s differentiating feature and a core value since the beginning of its founding. Couches, fireplaces, newspapers, drive-through windows, kiosks in supermarkets and other public places were added to locations depending on what would add value to their consumers. Due to their focus on providing a different experience depending on the location of the store, their international strategy is a multi-domestic approach. The core characteristics of each new store was based on local materials and craftsmanship, a focus on reused and recycled materials and exposure of structural integrity and authentic roots. Most important of all they believed that coffee should be central and that distractions should be removed. They believed that the combination of all these elements should tell a story that would engage the consumer’s five senses and provide them with flexibility to meet the needs of the many different consumers that would be attracted to Starbucks. 2. Improving customer service or adding additional features When Howard Schultz first became part of the company he realized that one key problem Starbucks was having was that first-time consumers often felt uneasy about their absence of knowledge about high-quality coffee. An additional problem was that the employees came off as arrogant and unapproachable. He then worked with employees to teach them about friendly customer service and created a pamphlet to teach new customers about coffee. He also began to offer part-time employees health insurance and a stock option plan for all employees, because he believed that if a company treated their employees well, then they would in turn treat their consumers well. The additional features that Starbucks offers are fireplaces, couches, music, Wi-Fi access, ability to use paid sites and services like Wall Street Journal’s site, exclusive content and previews, free downloads, local community news, and activities. 3. Pursuing production R&D activities Starbucks is constantly brewing new flavors and blends to offer their consumers a variety of coffee to try. Flavors are rotated daily or weekly to offer constant variety. They also test new product offerings like Frappuccino’s, Lattes, Skinny Lattes, and seasonal drinks. 4. Striving for innovation and technological advances One way that Starbucks was able to constantly strive for innovation was by controlling the cost of opening and renovating stores by centralizing buying, developing standard contracts and fixed fees for certain items, and consolidating work under those contractors who displayed good cost-control practices. Starbucks retail operations group outlined the minimum amount of equipment each store would need. This meant that standard items could be ordered from vendors in volume at 20 to 30 percent discounts. The items would then be delivered to the site from a warehouse or from the vendor. A technological advance was that they used computer software to build store layouts that would calculate costs as the design progressed. This cut costs by a significant amount and shortened the process of opening a store to 18 weeks. 5. Increasing intensity of marketing and sales activities Originally, Starbucks didn’t spend a lot of money on advertising, because they relied mostly on word-of-mouth. In 2008 McDonald’s stepped up their advertising to highlight their McCafe coffee drinks. In order to counter this Starbucks undertook the largest advertising campaign ever. 6. Seeking out high-quality inputs Starbucks promotes environmentally sustainable practices in coffee cultivation methods and have specific guidelines they follow called Coffee and Farmer Equity Practices that help farmers to grow high quality coffees in environmentally beneficial ways. In 2000 they began purchasing their coffee organically and a growing percentage of their coffees were grown organically as well as Fair Trade Certified. 7. Improving employee skill, knowledge, and experience Starbucks has a commitment to training their employees so that they are better able to serve their customers. All partners and baristas receive at least 24 hours of training in their first two to four weeks on topics such as coffee history, drink preparation, coffee knowledge, customer service (for a total of 4 hours), and retail skills. Baristas in particular are required to learn how to grind beans, steam milk, pull perfect shots of espresso, memorize recipes, practicing how to mix drinks, and how to customize drinks. Sessions also include how to operate the cash register, clean the milk wand, explain the Italian drink names, and making eye contact with customers. Management trainees are required to attend classes for 8-12 weeks and learn about store operations, practices, and procedures. When a new store is opened a Star Team of experienced employees are sent to make sure everything runs smoothly. From time to time, Starbucks conducts special training programs, including a coffee masters program, leadership training program, and career programs for partners in all types of jobs. When does a differentiation strategy work best? A differentiation strategy works best when buyer needs and uses of the product are diverse, there are many ways to differentiate the product or service that have value to buyers, few rival firms are following a comparable differentiation approach, and technological change is fast paced and competition revolves around rapidly evolving product features. Starbucks’ actions to differentiate their product line They have expanded their product offerings along many different distribution channels by capitalizing on their growing brand name and awareness. First they were able to market their product to restaurants, airlines, hotels, universities, hospitals, business offices, country clubs, and select retailers. United Airlines, Hyatt, Hilton, Sheraton, Radisson, Westin hotels, and Wells Fargo all began to serve Starbucks coffee. A joint venture with PepsiCo came with the sale of a bottled version of the Frappucino drink and Starbucks Doubleshot espresso drinks. In 2008, they partnered with Suntory to sell ready-to-drink Doubleshot drinks in Japan. In 2010 a partnership with Arla Foods spread Doubleshot products and Starbucks chilled cup coffees into retail stores in the UK. A 1995 partnership with Dryers created a new line of coffee ice cream under Starbucks names that was later disbanded in 2008. At this time the rights to manufacture, market, and distribute Starbucks ice cream was given to Unilever. In 1998 Kraft Foods began marketing and distributing whole bean and ground coffee to supermarkets in the US. Tazo Tea was acquired by Starbucks in 1999 and in 2005 they acquired Ethos Water. A partnership with Jim Beam Brands created Starbucks Coffee Liqueur in 2004 and Starbucks Cream Liqueur in 2005. In order to offer healthier options they began offering skinny lattes, banana walnut bread, fruit cups, yogurt parfaits, a farmer’s salad, and smoothies in 2008. Also in 2008, Starbucks responded to customer’s wishes to have a blend of coffee that was always in stores. They created the Pike Place Roast in order to satisfy these customers. 2009 saw the introduction of VIA instant coffee. In 2009 the retail sales mix of Starbucks was 76% beverages, 18% food items, 3 percent coffee-making equipment and other merchandise, and 3% whole bean coffees. What are the key policies, practices, business principles, and procedures that underlie how Howard Schultz and Starbucks’ management have implemented and executed the company’s strategy? Key Policies, Practices, Business Principles, and Procedures The key policies that have been implemented can be broken down into five groups. First is how the company goes about expanding the number of Starbucks stores. The second is their international expansion practices. The third group is their staff training. The fourth is their principles towards ethical business practices. Fifth, is their coffee roasting practices. Store Expansion Starbucks management’s approach to store expansion is using a hub city approach. After a suitable demographic area is chosen Starbucks begins to open up stores in a large city that serves as its hub. After about 20 stores are opened in this hub city, they will then move on to the surrounding areas that are the spokes. This expansion strategy serves to create buzz and brand recognition for the company in an area that has a high amount of foot traffic before moving into a location that has less customer traffic. When a new area was selected for expansion a group of professionals were sent to facilitate the opening. Starbucks also had zone vice presidents who would oversee the expansion process and instill the culture of Starbucks in the new stores. International Expansion When expanding internationally Starbucks has two options; they either open company-owned and operated stores or license to a company that has a good reputation and the knowledge of retailing in that area. Starbucks prefers to license, rather than franchise because licensing provides more assurance of quality control. When they move into foreign markets one of their practices is to use a partner or license to help recruit individuals for employees, set up relationships with suppliers, find store locations, and learn how to cater to local market conditions. For stores that were licensed Starbucks would receive a license fee and a royalty on sales. Companies that were licensed to supply Starbucks coffee were required to follow their detailed operating procedures. Not only that, but managers and employees were required to attend the same training as employees at company-owned stores. Staff Training As mentioned previously, employees are put through an extensive amount of training to learn daily practices and how to treat customers. They are put through this training because customer service is so integral to their organization. Some of the things that baristas learn in their 24 hours of training are coffee history, drink preparation, coffee knowledge, customer service, retail skills, and beverage preparation. Beverage preparation includes grinding the beans, steaming milk, pulling a perfect shot of espresso, memorizing the recipes, practicing the drinks, and learning how to customize drinks. Finally, partners were trained on cash register operations, how to clean the milk wand, how to explain Italian drink names, how to sell espresso machines, making eye contact, interacting with consumers, and taking responsibility for the cleanliness of the store. Not only that but they had many rules that needed to be learned as well such as: milk needs to be steamed to 150 degrees Fahrenheit but not more than 170 degrees, an espresso shot not pulled within 23 seconds needs to be thrown out, coffee can’t sit in the pot more than 20 minutes, and disgruntled customers were given a coupon for a free drink. Managers were required to go even more in depth with their training. Ethical Business Principles Starbucks purchases products that are Fair Trade Certified, meaning that farmers make a fair amount of money for their products. They are very involved in Corporate Social Responsibility and take a number of measures to reduce, reuse, and recycle. They are also committed to purchasing from companies that use environmentally sustainable growing practices. Coffee Roasting Practices Coffee recipes are put together by the coffee department once all components have been tested. In order to be sure of consistency computerized roasters are used. Trained personnel are required to monitor the process by using hearing and their sense of smell to check when the beans are perfectly done. There are extremely exacting standards that must be met and the color of the beans is tested in a blood-cell analyzer and if it doesn’t meet the requirements the batch is discarded. Directly after roasting and cooling coffee is vacuum-sealed into bags that are guaranteed to preserve freshness for 26 weeks. However, policy says that after three months they need to be used. Once opened the shelf life is seven days. What â€Å"values† does Starbucks have? How well do they connect to the strategy and to the manner in which the company conducts its business? Are they successful in implementing to them? The values that Starbucks consider important are included in their mission statement and those are: 1) Coffee: They are committed to providing their consumers with top-quality coffee that is ethically sourced, and to improve the lives of the people who grow the beans. They do this through a variety of methods. First is their Coffee and Farmer Equity Practices (C. A. F. E Practices). These practices specify product quality, that the price received by farmers/growers is fair, that safe and humane working conditions are being used, and that the methods of growing are environmentally responsible. Second, they do not add artificial flavorings to their coffee beans. Third, they have Farmer Support Centers in Costa Rica and Rwanda. These support centers were staffed with agronomists and experts on environmentally responsible coffee growing methods and worked with coffee farming communities to promote best practices in coffee production They also worked to improve coffee quality and production yields. 2) Partners: In order to better care for their employees Starbucks has a health care plan available for all employees, a stock purchase plan, employee training, and employee recognition. Some of their employee recognition awards include Coffee Master awards, Certified Barista awards, Spirit of Starbucks awards, Manager of the Quarter, Green Apron awards, Green Bean awards, and Bravo! Awards, 3) Customers: They value connecting with customers and uplifting the lives of consumers by providing the perfectly made beverage and going the extra mile for their customers. Employees are trained to take heroic measures to make customers happy. 4) Stores: Starbucks management’s goal was to create the stores to be a haven where customers belong and meet with friends. They do this by creating a store ambience, having interesting music playing, leather couches to sit and read newspapers in, and they make sure that nothing overpowers the smell of coffee. 5) Neighborhood: Their stores are part of its community and to be a force of positive good in the area. One way they do this is by using local materials and craftsmanship. They are also extremely involved in Corporate Social Responsibility. The commitment to do the right thing has been a significant part of how Starbucks operates as a company ever since Schultz became CEO. Starbucks has been named to Corporate Responsibility Magazine’s list of â€Å"The 100 Best Corporate Citizens† for the 10th time in 2010. 6) Shareholders: Starbucks is committed to getting all of the above values right so that they can help everyone that is involved and affected by Starbucks thrive. What is your evaluation of Starbucks social responsibility strategy? How much does it help to create their public image? Starbucks CSR strategy has four main parts which are: 1) Ethical sourcing of products: They do this through their C. A. F. E Practices, purchasing Fair Trade Certified products, and buying from manufacturers that have a commitment to environmental and social responsibility. 2) Community involvement: Starbucks has several organizations to foster community involvement. First, is the Starbucks Youth Action Grants which involves young people in community involvement projects. Second, is their program to give medicine to people suffering from HIV in Africa. Third, is the Ethos Water Fund where they donate 5 cents every time somebody purchases a bottle of Ethos Water. Fourth, they donate money to the Starbucks Foundation which was the fund that was started in 1997 to handle all the Starbucks’ philanthropic actions. 3) Environmental Stewardship: In order to achieve this goal they have several methods. First, they focus on increasing recycling and reducing waste which they do by giving discounts to people who bring in their own mugs, coffee grounds are donated for use as a soil amendment, they take part in Earth Day activities, they purchase paper products with recycled content and unbleached fiber, and they encourage their suppliers to provide energy-efficient products and eliminate unnecessary packaging. They also have commitments to be more energy efficient, use renewable energy sources, conserve water resources, use green facilities, using environmentally friendly building materials and energy-efficient designs. They also have plans to achieve LEED certification globally. In 2009 they became part of the Businesses for Innovative Climate Change and Energy Policy coalition. They have also collaborated with the Earthwatch Institute and work on replanting rain forests, mapping water resources, and biodiversity indicators, and sharing sustainable agriculture practices with coffee growers. 4) Farmer loans: They provide funding to organizations that make loans to coffee growers. Their goal for 2015 is to donate $20 million dollars to these funds. They have also committed money to hurricane Rita and Katrina victims, as well as to help the devastation after the earthquake in Haiti. Having a strong CSR campaign adds to the value of Starbucks’ products if consumers know that they are involved in these activities. It lets consumers know that part of the money they are spending is going to a good cause. By getting on the Corporate Responsibility Magazine’s list of â€Å"The 100 Best Corporate Citizens† for the 10th time in 2010, it increases the knowledge that people have about their CSR strategy. Compare the US and International share of yearly revenue, revenue growth, and operating income/revenue. What do these ratios tell you? What is your overall assessment of Starbucks’ financial performance during fiscal years 2005-2009? Explain the performance of Starbucks stock. Exhibit 1 Comparison of Starbucks’ Financial Performance in the US and Internationally| | | 9/27/2009| 9/27/2008| 9/30/2007| 10/1/2006| 10/2/2005| Yearly Revenue ($ millions)| | | | | | | United States| $ 6,572. 10 | $ 6,997. 70 | $ 6,590. 20 | $ 5,495. 20 | $ 4,359. 50 | | International| $ 1,608. 00 | $ 1,774. 20 | $ 1,437. 40 | $ 1,087. 90 | $ 852. 50 | Revenue Growth ($ millions)| | | | | | | United States| -6. 08%| 6. 18%| 19. 93%| 26. 05%| | | International| -9. 37%| 23. 43%| 32. 13%| 27. 61%| | Operating Income/Revenue ($ millions)| | | | | | | United States| $ 531. 80 | $ 454. 20 | $ 1,005. 20 | $ 955. 20 | $ 818. 50 | | International | $ 92. 90 | $ 110. 00 | $ 137. 70 | $ 108. 50 | $ 82. 30 | These ratios tell us that overall they have been increasing their revenue growth by significant percentages of an average of 20% internationally and 12% domestically. Domestically the amount of revenue growth per year slowed down in 2008 and went negative in 2009. Revenue growth also went negative in 2008 internationally. This makes sense because 2008 was the beginning of the economic downturn which affected the company’s bottom line. Operating income has fluctuated quite a bit since 2005 and since its peak in 2007 ($1,0005. 20 million) has decreased significantly to $531. 80 million. Internationally it has remained steadier at an average of $106. 28 million. Again these numbers make sense because it was in 2008-2009 that the economic downturn occurred and Schultz instituted strategic initiatives and revamped strategy execution efforts to fix these financial problems. One reason that the economic downturn affected Starbucks’ bottom line badly is because it was considered a treat to go to Starbucks and to get coffee that wasn’t brewed at the home. Less people were indulging in coffee by the cup. In 2006 and 2007 Starbucks reached its peak growth in the period displayed in exhibit 1. This is represented in the stock chart because it is also when their stock performance reached its peak at 40. The lowest point on the stock chart was in 2008 which makes sense because this is when the economic downturn occurred so many people were selling stocks. In 2008-2009 Schultz’s measures to institute strategic initiatives and revamp strategy execution efforts began and clearly worked because in the period of time from 2008-2010 stocks returned to almost 30. What are the key elements and your evaluation of Howard Schultz’s transformation agenda for Starbucks during 2008-2010? What do you think of the letters shown on page C-364 and C-365? Has Schultz done a good job since his return as Starbucks’ CEO? Why or why not? Elements of the Transformation Agenda Howard Schultz’s transformation agenda during 2008-2010 had several key elements. First, he planned on slowing new store openings to 73 internationally. Second, 900 underperformed company-owned stores were closed in the United States. The goal of this action was to raise sales and traffic at nearby sales. Around 75% of these stores that were considered underperforming were within three miles of an existing store which shows that their strategy of having a Starbucks everywhere was cannibalizing their sales. The third element of the transformation agenda was raising the projected return on capital requirements for proposed new store locations. This is a way for Schultz to be more particular about new store placement and to have a better chance of making a significant amount of profit and not losing traffic to existing stores. Fourth, he planned on revamping the company’s locations in Australia with a focus on Brisbane, Melbourne, and Sydney as the hub cities. He planned on closing 61 under-performing locations in order to do this. Fifth, it was important to Schultz that there be an emphasis on developing new store designs in order to promote a refreshed customer experience. In order to do this the character of each store would be a reflection of the area it was in to make the customers feel more at home and to make Starbucks the center of that community. Sixth, customer experience would be heightened through a variety of methods. The first method was by removing warmed sandwiches from the menu, because it inhibited the aroma from the coffee. Second, high-quality baked goods and pastries would be offered at the store along with new menu items for healthy eating on the go. For example, fruit cups, skinny lattes, yogurt parfaits, salads, smoothies, and healthier bakery selections were all a result of this step in Schultz’s transformation agenda. The seventh part of the agenda was to create a program to share best practices in stores globally, this would promote quality control and improve customer service, which was one of the things that Schultz had found lacking when he became CEO again. Eighth, Schultz thought it was important to provide resources and tools for store employees such as laptops and internet-based software for scheduling. Ninth, there were cost-containment initiatives put in place in order to improve the bottom line that included a reduction of 1,000 people in staffing. Finally, the last part of the agenda was to renew the attention placed on employee training in order to reignite the enthusiasm to please customers that is vital to the mission of Starbucks. Evaluation The goal for 40,000 stores worldwide as a long-term objective and the rapid expansion that Jim Donald began led to a decrease in customer traffic in the US stores, new store openings that continued at a rate of 6 per day worldwide, and the emphasis on increased store operations efficiency put financial strain on the company and led to a decrease in customer service. Good customer service is one of the cornerstone values of Starbucks and was a central idea during Schultz’ leadership. Schultz’ return to CEO and his strategic initiatives mentioned above will help to return Starbucks to the values it originally held as very important and to return it to profitability by slowing down on expansion to focus more on the three main themes Schultz saw as important to his strategy. These themes are: strengthening the core, elevating the experience, and investing and growing. Before he can focus on growing the company, they need to have a strong base of employees and a focus on the experience that Starbucks is meant to provide its consumers. Letters from Schultz The letters that are shown on page C-364 and C-365 of the case show that Schultz is dedicated to his shareholders, which is one of the values in their mission statement. He is being extremely open and upfront the concerns of shareholders and about the actions that will be taken to address those issues. The first letter is addressed to customers and he explains that he has come back to Starbucks as CEO in order to ensure that the customers receive the experience that he believes Starbucks is known for. This letter shows that he truly cares about the thoughts and concerns of consumers. The second letter is to the employees of Starbucks. In this letter Schultz addresses them as partners in the path to revitalizing Starbucks’ mission. He even says, â€Å"I am proud to be your partner†¦Ã¢â‚¬  By treating his employees like this he is able to foster accountability for the actions that everybody can take in helping to turn around Starbucks to what Schultz’ vision for it is. Evaluation of Schultz’ work. Schultz has done a good job by creating strategic initiatives in order to return Starbucks to where he thinks the company should be. His vision includes becoming the authority on coffee, engaging and inspiring Starbucks’ partners, igniting the emotional attachment with customers, expanding global presence and making each store the neighborhood’s heart, being a leader in ethical sourcing and environmental impact, creating innovative growth platforms, and delivering a sustainable economic model. Every one of these visions is addressed in some way in his agenda, which shows he has a clear idea of where the company should go and how to get it there. In 2008-2009 the company experiences five quarters of deteriorating sales, but from 2009-2010 had five quarters of improving sales, which shows that Schultz’ transformation agenda has been working. What issues confront the company as of mid-2010? What should Starbucks’ management be worried about? What are the challenges in expanding internationally? Issues as of mid-2010. 1) Oversaturation of the market: With the â€Å"A Starbucks Everywhere† approach and the rapid expansion steps taken by Donald, there was a decrease in customer traffic at the stores, resulting in a loss of profit. 2) Lack of emphasis on customer relationships: The emphasis on increased efficiency in store operations led to a decrease in good customer service. 3) Drifting away from the original values of Starbucks: Starbucks was built with an emphasis on high-quality coffee, good customer service, and a commitment to creating an experience for customers. However, when Schultz became CEO again he noted that this was lacking. 4) Offering high-quality products: As Starbucks moves into new locations in order to draw attention away from local popular spots they will need to offer a product that is of high enough quality to keep consumers coming back. 5) Differentiation: Again, as they move into new markets they will need to do significant research to find out what those consumer’s value. They need to be able to give it to them in order to achieve their goal of being the heart of the neighborhood. 6) Coffee prices: Coffee prices fluctuate significantly due to weather, economic, and political conditions in the countries where they are grown. What should management be worried about? Management should be worried about offering high-quality products. If they cannot prove that their product is better due to quality or differentiating features then locations that sell coffee and consumers are already loyal, they will have issues drawing consumers away. However, Starbucks does have an extremely strong brand image and hype associated with their name, which is an asset for them in entering new markets. International Challenges Some challenges that Starbucks will face internationally are: 1) Adapting their stores to fit the location they are in 2) Creating partnerships and licensing agreements with reputable companies to offer their products abroad 3) Regulations on foreign businesses moving into their country 4) Having enough control over the quality in the international stores that are licensed. 5) Higher production costs Starbucks has chosen to follow a multi-domestic approach to international expansion, meaning that they customize their product offerings to match the tastes and preferences of local buyers. The main challenge that Starbucks will face in entering international markets is knowing what that group of people wants and prefers. Another problem is that they will need to make partnerships and licensing agreements with reputable companies in order to be sure that the culture of Starbucks is continued to their new stores. Finally, they will have the issue with tailoring their stores to fit the environment they are in, because they will be unable to use a set design which could raise production costs. What recommendation would you make to Howard Schultz to sustain the company’s growth and support continued strong financial performance in the years ahead? Consider both the US and International strategies. Recommendations * Coordinate with suppliers to address consumers’ needs better: By coordinati.

Seminar in criminology classmate response 3 Essay

Seminar in criminology classmate response 3 - Essay Example also like to add that this type of policing not only promotes a good relationship between the community and the police force, but it also prevents other crimes from occurring. It is possible because the main element of problem-oriented policing is that there is scanning, analyzing of the problem and the response and assessment of the crime. Thistlethwaite and Wooldredge (2013) evidently point this out on page 80, where the authors abbreviate the four steps of problem-oriented policing as the SARA model. It is from such steps that police are in a better position to develop informed responses which help in reducing more incidents from occurring again. It was clear that Gonzalez wanted her readers to know that this is a type of policing technique where the police cannot work on their own. Crime prevention in United States has often been seen by members of the public only as a police officer’s duty. However, with such policing initiatives such as the problem-oriented policing, the public begins to understand that it is also their duty. This is also evidently pointed out by Thistlethwaite, and Wooldredge (2013), on page 78 of their book, where they say that the police take a broader role in the community when it comes to the problem-oriented policing. In my opinion, the second part of the discussion on broken window policing also provides readers with a clear view of what it is. For example, Gonzalez has clearly explained what this policing technique attempts to do in a community. Unlike the problem-oriented policing, the broken window policing initiative focuses on the conditions of a community’s landscape and environment to detect problems. I liked that Gonzalez tried to show why this type of policing is effective in certain circumstances, while ineffective in others. I agree that disorders and crimes are some of the effects that come as a result of high poverty and not because of run-down buildings and structures. Lastly, though the author has provided some

Leadership Studies Essay Example | Topics and Well Written Essays - 1750 words

Leadership Studies - Essay Example From this discussion it is clear that to identifying what a leader’s objective is defines the leader’s aim. It is basically an inward attempt to sort out direction, velocity and purpose. Structuring follows defining wherein the leader outlines and charts that project or idea enabling him to know how to present, enact and complete the project. Structuring sends a message to the employees that the leader or management can be trusted because the leader has the ability to explain clearly the course which have been chosen to take. This study highlights that the leader must recruit people, making commitments, side-deals, complimenting, remonstrating and sometimes bargaining – to get things done. Therefore, it is imperative for the leader to be knowledgeable enough to be able to arrive to a sound decision. Leadership is the compass of living. No subject has been more explored in our day than leadership. Management luminaries and other thinkers are constantly addressing the issue. Many studies of leadership have already been done which resulted to the different approaches in its study. Leaders are made, not born. Leadership develops daily, not in a day. It is not like investing in the stock market in the hope of making a fortune. Studies and research have proven to be valuable tools in keeping an organization at par with the others, if not succeed. Learning one’s own strength and weakness and compare it with other similar organization can help gauge its standing and growth in a particular field. Th e study of leadership can be done in different ways. It can be through academic studies, qualitative studies, comparative studies and many more.

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Involving Parents - Assignment Example One of the other important items about this involvement is being able to measure whether the implemented plan has been of any importance in terms of the success attained by students (Chavkin & Williams, 2007). In the State of Michigan, parental involvement refers to the active engagement of parents in the learning activities of their children. However, it has been revealed that there is a high need to move beyond the involvement of parents to their engagement. The state of Michigan has educators who are among the best in the entire world. It is thus important that the state, schools. School districts and parents are all united to support a common goal. Thus, the following plan towards parent involvement in education will help my school district in developing, assessing and implementing the engagement policies, plans and programs. Some of the plans that include outreach strategies include activities that are related to home learning, use of resources within the community, as well as policies and actions that support the schools and the district. Therefore, the following is a plan that will help to enhance the involvement of parents. In this plan, teachers and administrators will be required to assess their level of readiness to involve parents and how determined they are to engage and use them. Definition of the plan: Each of the parents is expected to take part at different levels in the learning activities of his or her child. The involvement of parents will be empowered and encouraged through the application of committees that are in charge of empowering and enabling parents to be involved in the education of their children (Cervone & O’Leary, 2012). At the closing stages of the second semester, the members of the committee will be in a position to start making the implementation actions as they will be in place. These actions will be as a result of their formation. Before

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Routing and Switching Selection Criteria - Essay Example The needs memory of distance vector are low and its updating is done only on broadcast not on multicast and its HOP is limited and coverage time is quite slow and does not have any hierarchical structure. There are not many limitations of link state protocol however it may scale a distance which is much greater than the distance vector protocol and its function are more like a CPU. EIGRP may have short coverage times and it easily adapts to the changes that occur. Therefore it may be considered as the best suited method for designing new protocol for LAN architecture. The physical topology may also be considered as an important factor for determining the protocol. EIGRP is the Cisco propriety protocol and therefore it restricts the selection of the vendors. EIGRP can be used in the campus core and in some of the routing protocols in order to overcome this restriction (Routing Protocol Deployment,

Potential Malicious Attacks in ACME Inc Assignment

Potential Malicious Attacks in ACME Inc - Assignment Example One rational motive that managers will use with people who might resist is that the info they supply can facilitate confirm what quantity ought to be spent on defensive measures so as to cut back the likelihood of future attacks. Adopting a diverse computing atmosphere offers important security worth for a few enterprises. Include the impact of recent worm attacks on the concerns of desktop software package decisions. a straightforward way to begin this method is to maneuver the setting organization that doesn't directly support the operating system desktops which don't need applications that area unit solely supported on OS onto an alternate software package or systems. Therefore, in case a malicious-code attack strikes, the desktops that run the choice systems will perform and may scale back the scope and period of the attack. Hackers will access networks that don't seem to be properly secured, thieves may gain entry to the workplace and steal instrumentality or employees may carry the information out of the workplace on movable media. External threats by hackers are expected and also the risks may be reduced through the safety measures mentioned on this website. Internal threats are harder to anticipate however may be equally devastating to your business. Employees could take away information unwittingly or deliberately for gain or revenge. Data can be taken out of the workplace in USB drives, writable CDs or DVDs, mobile phones or MP3 players. These devices can all hold giant amounts of data that may be a discreet means within which unauthorized persons may copy data.

Decision-Making Model Essay Example for Free

Decision-Making Model Essay The human decision-making process has been described by the development of several frameworks. The alternative for the maximize utility of the decision is selected by a fully informed, as well as, knowledgeable decision maker in the Rational Model. A satisfactory decision alternative is sought by the decision maker due to the causes of time, information, and space constraints according to the Bounder Rationality Model. It is hypothesized by the Organizational Model that available procedures are used by the decision maker for the solution of problems of decisions in a continuously updated organizational memory. Conflicting values and interests are confronted by the decision makers in the Muddling through Model, and an incremental improvement in the outcome is achieved by the selection of alternative with minimal organizational changes. An intermeshing of problems, solutions, and decision maker interest are represented by decisions that are forced by social and political factors in an anarchistic environment according to the Garbage Can Model. The criteria are met best by the identification of alternative with the use of relationship that is made between the criteria, events, and alternative by the decision maker in the Classical Decision Theory Model. During the selection process, conflicting constraints can be confronted by the decision maker, as intangible or tangible criteria would have to be dealt in uncertain events. The situation is assessed, a single alternative is generated and evaluated, and alternative for a satisfactory solution of the problem is selected by the decision makers according to the Naturalistic Decision-Making Model. Outcomes of the decision-making process are focused by some of the proposed models like Classical and Rational Decision Theory formulations. A limited set of decision activities is highlighted by other models like Bounded Rationality Models and Naturalistic Decision-Making Models. A comprehensive and integrated view of decision-making has been offered by none of the proposals. In addition, not all the situations of the decision-making can be applied with any formulations of these proposals. For instance, operational and tactical decisions can be applied with the Organizational Model. However, strategic decisions cannot be applied with this model due to incomplete understanding of the problem, as well as, limited availability of the knowledge of the problem. In this regard, the most popular model of the human decision-making process has been the three-phase paradigm of design, intelligence, and choice by the Simon. Virtually, all other proposed frameworks have been implied by this most general paradigm. However, an implementation phase of the Simon’s formulation has been concluded with the expansion of such scrutiny. Reality is observed by the decision maker during the intelligence phase. A fundamental understanding regarding the existing problems, as well as, new opportunities is gained by the maker. In addition, the general quantitative and qualitative information is acquired by the decision maker for the addressing of different opportunities, as well as, the problems. In the design phase, a specific and precise model is developed by the decision-maker, by which, the discovered problems and opportunities are examined systematically. Decision alternatives, uncontrollable events, criteria, and numerical, as well as, symbolic relationships will be consist in this model. The ensuing choice phase constitutes of the generation of recommended actions from the evaluation of the specified alternatives by the usage of explicit models logically. The analyses and recommendations are pondered by the decision maker during the subsequent implementation phase. In this regard, the consequences are weighed, and sufficient confidence is gained in the decision-making process. In addition, an implementation plan is developed, financial, human, and material resources are secured, the plan is put into the action. After the implementation of the final choice, the new reality should be observed by the decision maker. In addition, intelligence, design, choice, and implementation should be regarded and followed by the decision maker. Moreover, the need for revisions at preceding phases might be suggested by the phase’s analyses. For instance, adjustments of the previous design might be necessitated by the analyses during the choice. Conceptually, individual or group decision-making is applied with the decision-making process in the same manner. In practice, the communication-intensive aspects of cooperative problem solving must be accommodated by the group decision-making. In addition, voting, ranking, rating, and other consensus-developing methodologies should be supported by the usage of structured techniques. Group and organizational collaboration support should be provided by the development of this consensus. Decision-making model can be operated by the use of a variety of measures. Outcomes are dealt by some measures, and process outcomes are involved by the others. Positive decision outcomes can include: Increases in returns, costs reduction, and increment in the flow of information are some of the examples of the gains in the performance of the organization. When the understanding of a person regarding a current problem, as well as, its solution is developed, the decision-maker’s maturity develops. In addition, the improvement of the general problem-solving skills also results in the maturation of the decision-maker. Objectively, recording can be done regarding the number of opportunities, problems, as well as, alternatives. Experts, as well as, person’s evaluations can assess such efforts and subjective assessments. In expert’s evaluations, practice would be observed by the experienced decision makers and the examinee’s efforts will be rated. In this regard, a structured rating form will be used for its support. The examinees are used by the directed self-examinations, and a facilitator is used for the purpose of guidance. In some decision-making situations, the improvement of the organizational performance becomes impossible due to the competition, internal restrictions, external constraints, and several other factors. Under these circumstances, the main decision outcome will be the learning, training, and various other beneficial side effects during the maturation of the decision maker. Process Enhancements in the ability of a person or group are involved in the process improvements for the implementation of the phases and steps in the decision-making process. Experts, as well as, person’s evaluations can assess such efforts and with the help of subjective assessments. In expert’s evaluations, practice would be observed by the experienced decision makers and the proficiency of the examinee during each phase and step of the decision-making process will be rated. In this regard, a structured rating form will be used for its support. The examinees are used by the directed self-examinations, and a facilitator is used for the purpose of guidance. The use of accounting tools is involved in the process tracing, in which, the decision aid is embedded for the recording, as well as, reporting of the actions of the examinee during the decision-making process. In addition, the process enhancements may be manifested through: The time that is needed during the structuring of the problem by the user is reduced in a hike in personal efficiency. In addition, in a given time period, the number of alternatives is increased during the evaluation of the user, which is also an example of the hike in personal efficiency. The time of the decision-making is reduced, and the amount of pertinent information is increased from the decision-making is an improvement in the personal productivity. Objectively, recording can be done regarding the time and number of evaluated alternatives. Expert, as well as, direct self-evaluations by the activity of an individual or group can assess the amount of pertinent information, wisdom, and knowledge, that is, subjective assessments. In any particular management situation, more importance might be given to the support for some phases, as compared with the support for others. The process should be improved for at least the relevant phases by a given aid in the decision-making process. The decision outcome and process measures have been summarized in the Table 1. In addition, the measurements have been obtained by the available approaches, which have also been summarized in the table. As such, a series of guidelines has been offered by the table for the operation of the decision-making process. For instance, the implementation phase of the decision-making process consists of confidence and commitment of the decision maker. The performance of the decision maker during these steps is measured by the process tracing, expert ratings, and directed self-evaluations, as indicated by the Table 1.

Analysis Of Ground Zero Tourism Essay

Analysis Of Ground Zero Tourism Essay In this section the author will analyse the different shades of dark tourism and analyse the shade and signification of Ground Zero and 9/11 Memorial Museum. In part of literature review, the author already has given out two main justifications for them, they are: memorial places and sign of the ugly side of war on terrorism. In this section, the author will have an in depth analysis these issues. Firstly, in previons section it is seen that dark exhibitions should be full of education, so the educational aspect will be looked at first. As people known, grief will damage the physical and mental health of human, and they should pay more attention on social activities, past memorises and get a vision for the future (Parkes 2002). Base on this theory, Ground Zero and the 9/11 Memorial Museum they record the grief of 9/11 terrorism attacks, but the new building of museum and rebuild the World Trade Center is a sign for people to remember the people who died in the attacks (memories of the past) and meet the new life (vision for the future), thus the Ground Zero and 9/11 Memorial Museum confirm Parkerss (2002) point of view, telling people vividly about history and grief, thus these two places are not just places for people to remember, but also a sign for people to start a new life. In addition, in government website of 9/11 Memorial Museum they cooperated with New York City Department of Education and the New Jersey Commission on Holocaust Education (2011) to make teaching plans to offer useful educational programs to offer information and knowledge about the events of 9/11, history of attacks, and the post 9/11 world. Meanwhile, they also help people who have lost people in the terrorism attacks out of the pain and grief. The government website said they received many parents message that they do not know how to teach their children the history about 9/11 and what happened in the 9/11 terrorism attacks, in this way the 9/11 Memorial Museum offer a plan on their website to all parents, on how to tell the true history of 9/11 event to their children, and this information is all free. The objective is to face up to the history is necessary for the people, and everybody has a right to understand the history, thus the teaching and learning plans of 9/11 Memorial M useum offer an effective way for people to understand their history. From these, the 9/11 Memorial Museum provided a wealth of information is telling visitors the dangers of terrorism, stay away from terrorism, against terrorism and peace loving, has a strong role in education. There is another reason for people to understand the real terrorism attacks in the museum that is museum cooperation with StoryCorps to record the terrorist attacks of 26/02/1993 and 11/09/2001, which include the narratives from survivors, rescue workers, witnesses, service providers and other people impacted by these events, therefore the museum tries to restore the historical truth (9/11 Memorial Museum website). Rogers and Soyka (2004) suggest through an interview, that a survivors description, recording and voices from the scene, and pictures of the scene, are the best ways to show a true picture of 9/11. Based on these the Ground Zero and 9/11 Memorial Museum tells the real history which expands range of educational activities. Above mentioned which not only shows education function of the 9/11 Memorial Museum, but also expression the social function, that is restore the true history to people. Through education, they hope to publicise the harmfulness of terrorism. The other major significance of the Ground Zero and 9/11 Memorial Museum is tell people how terrible terrorism is and how human will always oppose terrorism (Espiritu and Moore 2008). Based on the voice of survivors which is on exhibition in 9/11Memorial Museum, reveals the dread, alarm, helplessness, hopelessness and pain when the attacks happened (Miller 2011). Ground Zero is rebuilding on the site of the World Trade Center, and when people pass the site, they can see the ruins, which shows the destructive effect of terrorism. Meanwhile, the pictures in the 9/11 Memorial Museum show the whole history of 9/11 and pass 9/11, it tells visitors the true ugly features of terrorism and how beautiful peace is, and the visitor will be shocked through these pictures ( Bohland 2004). To view the various of all kinds of pictures, and hear the voices in the 9/11 Memorial Museum, as well as the ruins of the World Trade Cent er, both show people the danger, destructive and terrible side of terrorism. In addition, apart from except the above section, one of the major significance of Ground Zero and 9/11 Memorial Museum is to provide a venue for people around the world to remember the 9/11, as well as to commemorate the people killed in this terrorism attack. After 9/11 in 2001, many visitors that go to the World Trade Center site have visited to grieve over the deaths. Especially in 9/11 2011, the ten years of 9/11 terrorism attacks, have seem the American people hold comment that memorial activities in the World Trade Center site. BBC News (2011) on that day many people went into the World Trade Center in New York, the Pentagon and Pennsylvania to honour the victims. On September 10, former US president George W Bush laid a wreath to honour the victims and on September 8, there were two lights piercing the horizon from the World Trade Center site to honour the tenth anniversary after the terrorism attacks. The 9/11 Memorial Museum was opened on that day (9/11 Memorial Museum we bsite and NY1 news, 2011). The main 9/11 Memorial Museum chose to open on the tenth anniversary to honour 9/11 attack. That day, it opened for victims family and was opened to the public on 12/09/2011. Because many people go to Ground Zero to honour victims, in order to reduce the traffic, as well as not to affect construction work around Ground Zero, thus the government built the 9/11 Memorial Museum. Ground Zero and the 9/11 Memorial Museum are centres of the people to remember the 9/11 terrorist attacks events. Another significance is the sign for the war on terrorism, as mentioned in the literature review. After the 9/11 terrorist attacks, the American government published policies against terrorist, and the World Trade Center was seen as the centre of the terrorist attacks, thus the new construction on the site of the World Trade Center has become one of the important symbol of the U.S. government anti terrorism (Melnick 2009). Education, restore true history, shows terrible of terrorism and sign of war on terrorism are major significations related to these two sites. Ground Zero and the 9/11 Memorial Museum play a very important role on the fight against terrorism, and full of social function (education people, restore history) and service function (provide the pictures, videos, voice to people and provide places for people to remember) Based on the significations and the shade of dark tourism mentioned in the literature review, in the next section the author will use the table 1 to analysis the shade of the Ground Zero and the 9/11 Memorial Museum. 4.2-2 Shade of Ground Zero and the 9/11 Memorial Museum Referring to the literature review, Miles (2002) writes that authors should understand distinction between sites associated with death and suffering, and sites of death and suffering. Based on this theory, Stone (2006) gives an example of Auschwitz Birkenau as a site of death and suffering, but the US Holocaust Memorial Museum in Washington DC is belong to sites associated with death and suffering. Because the Auschwitz Birkenau is the direct place that the Nazi imprison and massacre the people, however, the US Holocaust Memorial Museum is a museum to memorial the massacre, it is a place to memorial the events, thus the shade of the Auschwitz Birkenau isdarker than the US Holocaust Memorial Museum. In Stones (2006) paper, he suggests that, à ¢Ã¢â€š ¬Ã‚ ¦recent death and tragic events that may be transported in live memory through survivors or witnesses are perhaps darker than other events that have descended into the distant past Because of this, those dark events like the Auschwitz Birkenau and the Ground Zero which can be described as darker because of them can be proved by the survival and living the place could arouse a greater sense of empathy (Stone, 2006). As the above theories, the author considered the Ground Zero can be classified in darker and the 9/11 Memorial Museum is lighter than former, could be describe as dark. In the following part, the author will use table to analysis more details to explain why the Ground Zero is belong to darker and 9/11 Memorial Museum is dark Analysis through the table 1 from top to bottom, the first one is about polities. As known after 9/11 terrorism attacks events, American government implementation of a series of anti terrorism policies, and the strength is more strong than before the 9/11 events. The main and official aim is to exterminate al Qaeda and other terrorist organizations. In 2002, the Bush administration will be the definition of state terrorism as the primary threat in the United States, and replace religious terrorism and defined Iraq and Iran as the main terrorism base because who have weapons of mass destruction (CNN U.S. 2002). Followed by March 2003, U.S. government sent troop to Iraq and announces the Iraq was a part of war on terrorism, it opened the prelude of the war on terrorism, and in April 2003 the Baghdad the capital of Iraq was fell and the government of Saddam Hussein was dissolved. After 9/11 events, former American President Bush, G. W. operation with former President of Pakistan to ag ainst the Taliban government in Afghanistan (USA Today News, 2006). In 2005, American government to amend the anti terrorism policy, and requalification terrorism objects, from original single al Qaeda expanded to more than 20 organisations (Argomaniz, 2010). Meanwhile, American government established Homeland Security Department to build a safer and more powerful structure of the Homeland Security Department (Department of Homeland Security website). This series of policy changes is the 9/11 events brought to American government, also caused changes in government policy. Based on table 1, it shows if the site has a higher political influence it will be trend to darker, thus Ground Zero as the events center it should be belong to darker. However, the 9/11 Memorial Museum as a new building to remember the people death in 9/11 it not influence the polities, but why it is also classified in the darker or dark, it can not just analysis one aspect, it will be explain from other element of table 1. The next element will be analysed is education orientation. At the first of this part the author already mentioned the signification of Ground Zero and the 9/11 Memorial Museum, it include full content of education. Based on above information, Ground Zero and the 9/11 Memorial Museum are have high education for people, and the 9/11 Memorial Museum also offer many useful action to show the educational significance to visitors, and some project in museum could help the parents to teach their children, this is also played a significant role in the education of next generation. On this element, Ground Zero and the 9/11 Memorial Museum are have a very strong education role, thus them should be part of darker. From history aspect, Ground Zero and 9/11 Memorial Museum both are record the history. In the table 1, it say of the sites are trend to darkest which should be the history centric and conservation of commemorative. As know, Ground Zero is build in the site of the World Trade Center, the new building is witness of this history of 9/11 events and 9/11 Memorial Museum collected many pictures, voices, stories and videos about that events, it the best save of that events, shows real history and also can restore the truth history for future generations. In term of commemorative, the author already gives out many factors to proved Ground Zero and the 9/11 Memorial Museum full of memorable. It is worth mentioning that based on the 9/11 Memorial Museum website the purpose and mission is better remember and memorial people who death in 9/11 attacks. Consequently, there is no doubt that these two places main function is memory. In this regard, they also trend to be darker. There is another side also can prove Ground Zero and 9/11 Memorial Museum are pertain to darker. Based on shade of dark tourism, if product include perceived authentic it could be belong to darker. Although, Ground Zero is building in the site of the World Trade Center, the new building will recover the site, but the face of terrorist attacks at this site will not be changed and many memorial activates in here could engender a degree empathy to visitors. The products in 9/11 Memorial Museum are the directly materials which related to the terrorist attacks, such as pictures of the scene of terrorist attacks, video recording of the World Trade Center which was attacked., photos of victims and people can share the story about 9/11 attacks, all of these are let people feel very directly of destructive of 9/11 attacks. These products of 9/11 Memorial Museum can make a strong resonance for visitors. Direct show 9/11 and make visitors feel a real 9/11 are the feature of products in Ground Z ero and 9/11 Memorial Museum. In the table 1, it mentioned the location authenticity. In this paper the author has been mentioned many times that Ground Zero is build in the site of the World Trade Center and the 9/11 Memorial Museum is near by the attacks site, in terms of location these two place are very close to terrorist attacks. The last one is tourism infrastructure and supply. The infrastructure is defined as basic facility and physical for an organization needed for operation or service to match the function and aim (Jeffrey, 2009). After Ground Zero build, it will be use as business it must include many high level and complete facilities and infrastructure for people, in the 9/11 Memorial Museum, in order to provide a good service to visitors the museum also use many high tech infrastructure. Concerned to supple of 9/11 Memorial Museum, the purpose is very clear, that is to remember the 9/11 terrorist attacks, as well as the victims. Based on these two aspects and table 1, Ground Zero and 9/11 Memorial Museum they are not trend to darker. However, consider the issued should from different perspective to analysis and then conclude. Based on analysis from above, in the vast majority of aspects the shade of Ground Zero and the 9/11 Memorial Museum are trend to darker side, thus the author consider Ground Z ero and 9/11 Memorial Museum are belong to darker in the shade of dark tourism. 4.2 3 Conclusion In this section, the author give out more details about the signification, shown that Ground Zero and the 9/11 Memorial Museum are full of memorable and historical dark tourism sites. It also a major symbol of the war on terror. Especially the 9/11 Memorial Museum, is very suitable for school and parents to educate the children abut the 9/11 attacks, and make them know how horrible the terrorism is, at the same time is the best place to memorial victims. Understand the shade could help the author depth understand Ground Zero and 9/11 Memorial Museum as a multifaceted and complex tourism products. Based on Stones (2006) point, dark not means bad, the darker is closer to the actual event. In Stone (2006) paper says Auschwitz Birkenau can be described as darker. In this case study, the author based on elements of table 1 (the shade of dark tourism) to analysis Ground Zero and 9/11 Memorial Museum form many aspect and concluded Ground Zero and 9/11 Memorial Museum are trend to darker th at is rigorous and theoretical basis. Understanding of nature of Ground Zero and 9/11 Memorial Museum, enables the author better analysis the strategies which Ground Zero and 9/11 Memorial Museum they used in operations, and help the 9/11 Memorial Museum better to achieve the goals and aim. In the next part, the author will based on these information which mentioned above and through the main strategies for Ground Zero and 9/11 Memorial Museum from 2001 to 2011 to depth analysis details about strategies of Ground Zero and 9/11 Memorial Museum. 4.3 Strategies of Ground Zero and 9/11 Memorial Museum 4.3 1 Differentiation strategy In this section, the author will analysis the strategies of Ground Zero and 9/11 Memorial Museum. In the table 2, the author summarized the main strategies which used during 2001 to 2011, from the table it shows the main strategies of these two places is rebuild and build a new building to memory which decided by American and New York government. In 2001, after 9/11 attacks, American government decided to rebuild the World Trade Center at the site and quickly began to implement this plan, in same year announced the Lower Manhattan Development Corporation (LMDC) as the official commission. From this, American government officially began the reconstruction of the World Trade Center. Meanwhile, in the same year, after 9/11 attacks American government published some anti terrorist policies, this mean America declared war on terror, and rebuild the World Trade Center is also a reflection of the war on terrorism. The strategy of rebuild the World Trade Center is not only to memory the 9/1 1 attacks, to revive the confidence of Americans, it is also a reflection of terrorism by the American government (Melnick, 2010). During these ten years, the other main construction strategy is build the 9/11 Memorial Museum. In 2004 the official commission Lower Manhattan Development Corporation decisions design the museum and in 2005 design the mission of museum. Determine of mission is also determine the characteristically of the 9/11 Memorial Museum. Based on the 9/11 Memorial Museum website the museum has two main mission. The first is remembered and honor the victims by terrorists in the horrific attacks of February 26, 1993 and September 11, 2001 and this is a very important main mission of the 9/11 Memorial Museum. The second is respect this place made sacred through tragic loss. Based on the mission, it caused the author chose differentiation and cost leadership strategies to develop the 9/11 Memorial Museum which was mentioned in the literature review. In September 11, 20 11, the ten anniversary of 9/11 the 9/11 Memorial Museum was opened for victims families and September 12, 2011 opened for public for memorial and the museum will open in 2013 (Cohen, 2012). These strategies are specific actions of American and New York government, the author considered that need more professional strategy framework to analysis the Ground Zero and the 9/11 Memorial Museum and give out more details. Because Ground Zero will be as a business center in the future (Watts, 2009) and the memorial function is a part of it, thus in this section the author will pay more attention on strategies of the 9/11 Memorial Museum. Based on the mission and Porters framework (Evans et, al. 2003 refer Porter, 1985) the author chose two strategies to develop the 9/11 Memorial Museum. The first one is differentiation. Evans et, al (2003) point that the main benefits for differentiation strategy are the following four aspect. The first is the products will be sale by a premium price, because the product is different from others, thus the product could be as an advantage for the organisation and the price will add more value. The second benefit is demand for its product will be less price elastic than demand for competitors products, that means the product is in a class by the organisation, the organisation could decide the elastic of price by themselves. The next is average profits can be earned. And the last one is can create good environment for entry the industry and new market. Distinctive product could help the organisation attracts more customer if the product meet the customers needs, and can be occupy domina nt position in the competitive. Meanwhile, Evans et, al (2003) also give out the some suggestions for organisations to help them how to achieve a successful differentiation strategy. There are five ways. The first way is creating a superior product than competitors, which is means the product will be excellent in the industry. Then is offer a superior level of service, the quality and characteristics of the product is important, but it is also very important for services, that include pre sale service, the services of sale, as well as after sales services. The third is the organisation should have a superior distribution channels, a good distribution channels could make the orgainsation occupy a better network and branches and will take more newcomer. The next one is creating a strong brand image, the status of the brand image in customers mind is increasingly important. In the same price, or a little bit of price difference, customers often choose the product which has a good bra nd image. The last one is offer a superior promotion, based on Evans et, al (2003) a successful promotion could give a very deep impression for customers, when they wants to buy similar products, their mind will think of the organisations products first and the choice of customers will take precedence. In this case study, as the Ground Zero and the 9/11 Memorial Museum are nonprofit organisation, therefore main aim of them are not earn profit, thus the author will main focus on services, brand image and promotion to analysis. Primarily, the author will analysis the service of the 9/11 Memorial Museum. A high quality services could offer a good atmosphere to customers. In the 9/11 Memorial Museum, the organisatin should try them best to make a good environment for victims families and visitors memory. In this aspect, the 9/11 Memorial Museum offers many useful products for customers and also provides services for customers requirements. Firstly, the 9/11 Memorial Museum offers true information about terrorism attacks for visitors, it include pictures, video, stories from survival and others. In the website of the 9/11 Memorial Museum, the author found some people ask them do not know how to tell their children what is terrorism and how to tell a real 9/11 attacks for next generation, the 9/11 Memorial Museum based on visitors needs to offer many documents about talk to children about 9/11, and cooperation with the New York City Department of Education and the New Jersey Commission on Holocaust Education to offer 9/11 lessons for people and to meet the mission of the 9/11 Memorial Museum. For visitors come to the 9/11 Memorial Museum the main purpose is to memory, based on this, the 9/11 Memorial Museum hold memorial exhibition, and the exhibition provide an opportunity for visitors to learn about the men, women and children who died on September 11, 2001 and February 26, 1993, the 9/11 Memorial Museum use a corridor to show photographs of the nearly 3000 victims form a wall of faces who died in the terrorism attacks to visitors. Visitor can better memory the victims through this way, and the wall of faces will help visitors more intuitive understand many people died in terrorism attacks and understand the destructive of terrorism. Not all the visitors can go to the 9/11 Memorial Museum to visit, in this reason, the 9/11 Memorial Museum use google earth to explore the 9/11 memorial within the context of the surrounding landscape of lower Manhattan. This is include mapping program, cre ates a virtual look at the World Trade Center site, dimensionally accurate 3D model and other planned projects at the 16 acre site. This can better meet more peoples requirements who want to memory 9/11 and victims, and also provides a good platform for visitor to know about the 9/11 and understanding terrorism. Then is brand image, as a memorial site the brand of 9/11 Memorial Museum is different from other organisations. The 9/11 attacks is the brand of the 9/11 Memorial Museum. Refer mentioned above, the brand image could help organisation attracts more customers, but for the 9/11 Memorial Museum it not want to attract visitors, it want to offer a real 9/11 to visitors. Frank (2008) refers that for a museum a strong brand image can be a major asset and should position of the institutional brand, and for a new museum it can try to establish with an unusual subject. For the 9/11 Memorial Museum, it certainly exhibition an unusual show. The 9/11 Memorial Museum as a one of the most important places to memorial of the 9/11, its position is unique. Mentioned 9/11 people would think about the World Trade Center and Ground Zero, and when mentioned where to memory the people will choose Ground Zero and the 9/11 Memorial Museum, in the other hands the purpose to build the 9/11 Memorial Museum is t he government want to offer a dedicated place for memory. As a result the brand image of the 9/11 Memorial Museum is unique and it is a strong image in visitors mind who want to memory the victims died in 9/11 attacks. Frank (2008) also point out a good brand image can provide reinforcement of mission, operating stability and increased revenue. In this theory, the 9/11 Memorial Museum in order to meet the mission, it should keep and maintain unique brand, and through offer real information about 9/11 attacks and high level of service to improve the brand image to make more people choose the 9/11 Memorial Museum to memory and understand the 9/11 attacks. The last one is promotion. As a memory place the main purpose it make visitors get more experiences from the 9/11 Memorial Museum. Carman (2010) points out the important thing for promotion to museum status is understand why do people visit museums at all? In this case study the author mentioned many times, the visitors go to Ground Zero and the 9/11 Memorial Museum is in order to memory and understand the real 9/11 attacks, thus the promotion of the 9/11 Memorial Museum should based on the purpose to decided. Also based on the website of 9/11 Memorial Museum it not try to attract many visitors through promotion, it just use promotion to publicity how threatening and destructive of terrorism, and will bring huge damage for human. In this reason, the promotion for the 9/11 Memorial Museum is different from other museum, in the website the 9/11 Memorial Museum established a special column about 9/11 attacks, people could share stories in there. This special column offer a platform for survivor, victims families, and visitors to deep feel 9/11 attacks, in this column there are many stories shared, and it is a effective way to stimulate people go to the 9/11 Memorial Museum to visit and to know more. Wherefore, the 9/11 Memorial Museum should show some experiences to people to motive them, make more visitors come to the 9/11 Memorial Museum, and achieve the aim for make more people understand 9/11 and approach the mission. 4.3 2 Cost leadership strategy Based on Evans et, al. (2003) the benefits for an organisation through strategy of cost leadership are summarised as following aspects, the first one is the organisation could earn high profits and possibility to increase both sale and market share in the industry. Then is help organization entry new market and particularly valuable in a market where customers are price sensitive. How to make this strategy successful? Refer to Evans et, al (2003) they give out some way to achieve this strategy: reducing cost : reduce cost is a effective way to occupy more market share, because the organisation has price advantage. using less expensive resource inputs: reduce the inputs could make organisation ensure the price advantage, eg: easyJet. Producing products with no frills, this way could reducing labour cost and increasing labour productivity. Achieving economies of scale by high volume sales: the high volume of sales is a good way to ensure the profits. For the 9/11 Memorial Museum and Ground Zero, they are nonprofits organisations, but they have many partner to support them, especially for the 9/11 Memorial Museum. Through the website, the partners are including: 9/11 National Day of Service, 9/11 Tribute Center, Project Rebirth, Story Corps and Voices of September 11th. All of them are helping the 9/11 Memorial Museum to enrich content. Evans et, al (2003) refer that the definition of cost leadership is organisation and managing its value adding activities so as to be the lowest cost producer of a product (a good or service) within an industry The information from the website of the 9/11 Memorial Museum, the budget for the 9/11 Memorial Museum funded by private and public funds, is $530 million, and in additional, New York State grant $80 million. A wide range of support for the government decided to build the 9/11 Memorial Museum to reduce the burden. Compare with other museums, the 9/11 Memorial Museum add and attach a lot of significance which was mentioned in the above. Special signification of historical and memorable for the 9/11 Memorial Museum makes this museum has a certain degree of competitiveness. Moreover, the 9/11 Memorial Museum provides various useful products, information and hold many activities (these are mentioned in 4.2 and 4.3 1) to meet visitors needs, all of these are make this museum as the choice to memory the 9/11 for many people. 4.3 3 Conclusion The 9/11 Memorial Museum as a nonprofits organisation, strategies for it not in order to earn money, the aim for these strategies are help the 9/11 Memorial Museum achieve the aim and mission. As a place for people to memory 9/11 attacks, the 9/11 Memorial Museum should provide a very high level and quality of service to people, and ensure the visitors could take experiences from the 9/11 Memorial Museum. Miles (2002) points out à ¢Ã¢â€š ¬Ã‚ ¦dark tourism site must engender a degree of empathy between the sightseer and the past victim (or product) For the 9/11 Memorial Museum, many products are collection by primary resources, such as photographs, videotapes, voice messages, recovered property, clothing and other personal effects, workplace memorabilia, incident specific documents, and original writings including letters, e mails and diaries, all of them will stimulate visual sense, emotion, empathy and mood of the visitors. However, these strategies which mentioned above are useful way for the 9/11 Memorial Museum to engender empathy with visitors. In this section, the author anaysis how the differentiation and cost leadership strategies used in the 9/11 Memorial Museum, and give out the signification and functions of these strategies. Because of these strategies, which ensure the 9/11 Memorial Museum achieve the mission and the aim, and the continuous realisation of the aim and mission ensure the 9/11 Memorial Museum has been in a position to provide people with a positive sense. In the 4.1 the author analysis the negative and positive of dark tourism, avoid the negative aspects and develop the positive aspect is very serious for a museum, in terms of the 9/11 Memorial Museum, keep the positive mission and follow the mission to decide strategies could avoid negative aspects as much as possible. Chapter 5 Conclusion This chapter aims to bring together and conclude the main findings and procedures of this case study. The author uses secondary research to collect the information and data and uses theory for analysis, starting with characteristics and properties of dark tourism, Ground Zero and the 9/11 Memorial Museum which include the nature, positive aspects and negative aspects, these analyse help the author achieve the objective about an evaluate dark tourism, and relate to Ground Zero and the 9/11 Memorial Museum is closed to the case study. Then specific to Ground Zero and the 9/11 Memorial Museum, the chapter 4.2 analyse significance and shade of them. In this chapter the author began