Russia`s Motives in Relations with Central Asia and the Caspian Region Essay

Russia`s Motives in Relations with Central Asia and the Caspian Region - Essay Example This essay discusses the relevance between economic power and military power of Russia in relation to the its interests in maintaining good relationship with Central Asia and the Caspian Region. To secure Russia’s economic and political influence over the Caspian region, the Russian government is preparing and maintaining its military power in the Caspian region Considering the economic and military power of Russia, this study discusses the history behind the Caspian Flotilla. As part of going through the main discussion, some real-life current events that are taking place between Russia, the Caspian region, and the central Asia are used as concrete evidences in proving the point of the research. Located on the northern part of Iran and surrounded by the Azerbaijan, Kazakhstan, and the Turkmenistan, the Caspian Sea is a point of political argument and fight between the Azerbaijan, Britain, and Russia because of its 20 to 40 billion barrels of proven oil reserves Similar to case of the Caspian region, one of the main reasons why Russia is maintaining a good relationship with the Central Asia is because of the oil business. Since most of the Russian oil pipelines are controlled by Moscow, the Russian government has to maintain its political partnership with Central Asia to keep the flow of oil business transaction between Russia and other nearby countries in Asia normal. Since a lot of countries in Central Asia have weak political power in the world market, Russia is also enjoying a lot of economic and political advantages there.

Military lessons learned Essay Example | Topics and Well Written Essays - 500 words

Military lessons learned - Essay Example They focus on operating plans and details to go one step further at a time (Harris and White, 1987, p. 110). They are also more focused on little things than the generalized point-of-view. Logisticians are different from tactical planners since they are the ones responsible for inventories and knowing the use of resources and their whereabouts. They do that to achieve the objectives. Their works include combining and application of information, material transfer, storage and protection. They may use equipment or computers to easily store and retrieve the data regarding the analysis and predictions on resource use (Kane, 2001). Strategic thinkers are the ones responsible for the general direction of the organization like armed forces. They try to answer the questions why and how instead of what. They are concerned with wider arrays of methods to reach the desired future. Their works are then supported by both the logisticians and tactical planners. Strategic thinkers are not conventio nal type of people as they make use of odd and different ways to create opportunities that sometimes can be provocative regarding the direction of a group. They perform the operation called strategic thinking wherein it serves as the precursor of strategic planning (Heuser, 2010, p. 456). Since the armed forces always engage in defense and sometimes go to war, they really needed the thinkers and planners on how to use their armed members to the fullest to achieve the objective. Leadership may be proven to be handy in the case of armed forces since planning is part of the function of leaders. They should be able to delegate the works toward the achievement of their goals. In addition, leadership skills serve as the binding agent of an organization and traverse the same direction toward growth. In the process, big and small plans are needed and can be categorized as short-term and long-term plans. They contain deadlines, procedures and delegated

Home school vs public school Essay Example for Free

Home school vs public school Essay

The Decline of Education in America

The Decline of Education in America The United States is the greatest country in the world is a clichà © asserted everywhere. One would reasonably expect the greatest country in the world to have the worlds most educated citizens-except just one thing: that simply is not true. Author Mark Bauerlein in his book The Dumbest Generation lays out a compelling argument backed with a dizzying number of statistics that America is on the decline educationally, threatening the future of our country. How can United States be the greatest country in the world when it is ranked 29th in math and science? Or when 53% of high school seniors scored below basic in historical knowledge on an NAEP history exam (Bauerlein 17)? Think of what will happen when those high school seniors meet the real world. They will be the voting block and pool to draw from to become our elected officials who make life and death decisions for our country, and what will happen then? Bauerlein blames these seemingly terrifying statistics on the digital age mil lennials were born in, and how students today no longer feel the need to retain as much knowledge when they can just flip out their iPhones and go look it up online when they need to. This is a symptom of the declining social and political potency Neil Postman talks about in his book Amusing Ourselves To Death, and that the value of knowledge on the decline. The generation of today does not care as much today about the Arts, Science, History, and Math; they are more interested in things like what Kim Kardashian is doing today, or when Beyonces new album is coming out. You can ask almost any millennial who the Kardashians are and they will almost always give you the correct answer, however when you ask serious questions such as what powers the executive branch holds-many will draw a blank. This is because the millennial generation requires advanced stimuli due to our digital age. The human brain has plasticity in the sense that it will adapt to the environment it is placed in, and the millennial brain has molded to the instantaneous access of knowledge from our computers, televisions, and phones; because of that millennials demand that same level of stimulation everywhere else in their lives. In Steven Johnsons book Everything Bad Is Good For You, he argues for what he calls the Sleeper Curve: that the digital age of popular culture and w ith it the internet, movies, tv, and video games are actually intellectually nutritional (9). The technological popular culture of today can be very beneficial, such as how videogames can improve problem solving, or how television dramas can improve critical thinking. That probably seems like it is in stark contrast to what was said previously, however the arguments of all three authors are not mutually exclusive. Bauerlein, Postman, and Johnson all ultimately represent extremes. They do however get a few things right; Bauerlein is correct in stating there is a growing overall knowledge deficit, Johnson is correct in saying popular culture has positive benefits, and Postman is right about our increasingly connected society diminishing the value of information. Reality is within a happy medium of all three. In short, the digital age is not necessarily bad for you; however, it is impossible deny the educational decline in our society. In Mark Bauerleins book The Dumbest Generation, one of his dominant pieces of evidence to show our decline in knowledge is how fewer people today read than ever before, and he is partially correct; according to Pew Research the percentage of Americans who read at least one book in the last year fell from 79% in 2011, to 71% in 2015. Not only that, 27% of the people polled had not read a single book in the last year (Raine). These statistics seem troubling, book reading is declining, however overall reading is not, rather it has increased. Reading does not necessarily have to come from a book, and this is what Bauerlein misses. Young adults in 2015 spent twenty seven hours and thirty six minutes a week online a week on average, triple the mere ten hours and twenty four minutes a week recorded in 2005 (Anderson). To be a proficient user of the internet you have to be reading constantly; the main reason reading of traditional books is declining is because books are being supplemented by other forms of reading. Mark Bauerlein is incorrect in stating reading as a whole is declining, however the fact people are steering away from books is in itself a serious concern. Even Steven Johnson, the author by far most supportive of digital media out of the three of them, says in his book Everything Bad is Good For You: The very fact that I am presenting this argument to you in the form of a book and not a television drama or video game should make it clear that I believe the printed word remains the most powerful vehicle for conveying complicated information (21) Johnson is one hundred percent correct; books are the best medium for conveying complex ideas, as well as strong detail and content. Not only that, the ease of access to books cannot be matched as of yet by any other form of media. For movies, television, video games, and the internet you need to buy all kinds of hardware and services which limits the potential recipients of those forms of media. With books, all you need to know how to is read; even money is not necessary to read, anyone can go to their local library and check out a book for free. Books are still ultimately the heart and soul of culture, without them the other forms of media would not be possible; somebody had to write a book on how to make movies, television, video games, and how to code for the internet. While books are still the best medium for passing on information to the next generation, other mediums are getting more advanced to the point where they can be true fulfilling compliments to books, rather than a re placement for books, such as video games. Video games are the newest medium to enter our digital age, and what started as a simple a few pixels on the screen bouncing around in virtuality like in the game Pong, has blossomed into a full fledged new form of media capable of endowing knowledge, and cognitive benefits such as improving problem solving, attention, memory. This is the narrative Johnson supports; Bauerlein and Postman would balk at that assessment, saying video games infringe upon a proper education or that the information in games has no real world use and is a pseudo context. However, a study done by RMIT University lends a great amount of support to Johnsons claims. The results of the study indicate that online gaming can sharpen math, science, and reading skills amongst teenagers. RMIT Associate Professor Alberto Posso investigated the study results, stating: Students who play online games almost every day score 15 points above the average in math and 17 points above the average in science When you play online games youre solving puzzles to move to the next level and that involves using some of the general knowledge and skills in math, reading and science that youve been taught during the day. (Science Daily) Going even a step further, he said Teachers should consider incorporating popular video games into teaching so long as theyre not violent ones. This is a rather stunning assessment which supports Johnsons Sleeper Curve argument that television, movies, and video games are in fact good for you after all (9). Video games can stimulate the mind in similar ways books do, and perhaps in some ways far more than books. Video games tend to have a non linear structure in the sense that you can go from point A to point B however you want, unlike books you are fully immersed in the experience not just mentally, but audibly and visually as well, and you must make choices that affect the outcome of the game. This is the key as to why video games have all of these positive benefits. Let us take a look at a strong example of a video game series that truly stimulates the mind: Metal Gear. The Metal Gear storyline is one of the most complicated in any game, rivaling many books, movies, and TV shows; the lore stretches from 1964 to 2014 taking place in a slightly alternate reality across nine canonical games, each of which take many hours to complete in addition to hours devoted to cutscenes explaining the story. One of the games, Guns of the Patriots, has a guinness world record breaking seventy hours of cutscenes and over 400,000 words in the script, more words than some books; to fully comprehend the depth of the story, the characters, the factions and all the relationships between them, the player has to think very critically and very deeply. The games deal with complex and serious themes such as race, revenge, language, nuclear proliferation, genealogy, global politics, etc. to name a few and the games pull off those themes in meaningful ways. Not only is the s toryline mentally stimulating, so is the gameplay. In the newest iteration, The Phantom Pain, players are placed in an open world sandbox and are tasked with missions to complete, ranging to everything from collecting intelligence on the enemy, to rescuing prisoners of war. The open world nature and the plethora of weapons and tools gives the player freedom to conquer any objective as they see fit. Should the mission occur during the day or at night? Is going in silent with suppressed weapons and choosing a path of least resistance best, or is going in and out as fast as possible guns blazing preferable? These are all questions posed to the player. To achieve desirable outcomes the player must exercise his or her brain and think critically to employ an effective strategy. As Steven Johnson says in his book, this critical thinking exercises the brain similar to how algebra does and translates to reality in the form of improved planning skills, problem solving, attention, logic, and m ore (40). It is clear that video games do offer meaningful benefits, though video games are not always totally beneficial in nature. To give an example, a hot topic of debate that has gone on for many years is whether or not violent video games contribute to violence, aggressive behavior, and desensitization to violence in the real world. The American Psychological Association came out with a report in 2015, stating: The research demonstrates a consistent relation between violent video game use and increases in aggressive behavior, aggressive cognitions and aggressive affect, and decreases in prosocial behavior, empathy and sensitivity to aggression (Calvert) In all fairness, the report does not link video games to criminal behavior, and does not include outside factors such as pre-existing psychological conditions and the environment the person playing the game lives in, all of which may have been influential to the outcome of the report However, it establishes a link between violent video games and aggressive behavior, though indirect at best. Another important factor not included in the study is the age of the player. Children are very easily influenced; a child growing up is learning important skills like how to determine right from wrong, empathy, and moral values. It is fairly easy to see how incredibly violent games like Grand Theft Auto where a player can go carjacking and run over as many pedestrians as possible in a crowded city on a whim can have a negative effect on a child growing up. To reduce this effect, young children should not play video games, and video game developers should be careful in how they utilize violence. Th at being said, violence can have a positive impact on a storyline if there is a good reason for it to be there, such as to make the death of an allied character more impactful; unlike games such as Grand Theft Auto and Mortal Kombat which have violence for the sake of violence with no real purpose to it other than for pure shock value. The deciding factor as to how video games will benefit society depends on how they are utilized, the medium in itself is not foredoomed. One of the mediums that preceded video gaming was television, and it provides many of the same benefits video games do such as improved planning skills, problem solving, attention, logic etc.. Television engages the viewer to think with its programming with everything from documentaries, to dramas. In talking about the television drama 24, Steven Johnson argues in his book you have to focus to follow the plot, and in focusing you are exercising the part of the brain that maps social networks (115). Again, this is much like algebra in a sense; most people will never need to know things like the quadratic formula in their lifetime, however those things are still required material in high school because they are a mental exercise, improving reasoning skills, problem solving, and more. It isnt so much about the content of these shows as it is about the cognitive exercises involved in watching them. Mark Bauerlein does not acknowledge these benefits, arguing essentially that television is merely a distraction from real educational subject matter. Neil Postman has a similar view, stating in his book Amusing Ourselves to Death: televisions way of knowing is uncompromisingly hostile to typographys way of knowing; that televisions conversations promote incoherence and triviality; that the phrase serious television is a contradiction in terms; and that television speaks with only one persistent voice-the voice of entertainment. (80) Perhaps this is a correct assessment regarding some televised media like reality shows and cable news, though the blanket assessment that all television is incoherent and trivial is wrong. Sure it is true one of televisions goals is to entertain, however so are literary works of fiction that have been around for millennia. What makes novels sold for profit not incoherent and trivial? For the most part, excluding programming like news and sports, television is just literature put on the screen. Think of how many shows and movies you could rewrite as a book; in fact, many of the greatest works of television originated from books. For example, the 1962 novel The Man in The High Castle by Philip K. Dick was adapted as a television drama by Amazons streaming service in 2015, and it is far from being incoherent or trivial. The show takes place in alternate reality 1962, where the Germans and Japanese win World War Two and conquer the United States, with the victorious axis powers splitting up the country between the Greater Nazi Reich and the Japanese Pacific States. The show goes to great lengths to display the brutality of the Germans and Japanese people have come to expect with no political or personal freedoms, torture, summary executions, persecution of minorities, etc. brilliantly showing the struggle for everyday Americans to survive. It punches the viewer right in the gut reminding people of what could have been, and the harrowing path fascism leads us by drawing out our emotions. Sure all of it is done for entertainment, however the messages are nutritional, positive, and even educational. The underlying message is coherent and never trivial: be grateful for the world we live in, even with all its problems. Television can be an incredible tool to provide people with knowledge, though it can just as easily be a poor influence. The entertaining tint of television can have negative effects depending on the content, Neil Postman was not entirely wrong in his assessments. Take for instance reality television with shows like Keeping Up with The Kardashians, these shows are marketed as being reality unlike shows such as 24 which any viewer knows is entirely fictional.An article from Scholastic Scope had this to say about some of the false stereotypes propagated by reality television: And then there are the stereotypes. Are all girls obsessed with clothes and spray tans? Are all boys obsessed with getting toned abs? Thats what many of the most popular shows would have you think. Plus, some experts say these shows send a dangerous message: that being stupid and selfish is fun. It can make you rich and famous! (Scholastic Scope) This is the reality of reality television. Now what happens when your average teenage girl sees the plastic surgery laden figures of the Kardashian sisters? They can get the false ideas on how the female body is normally supposed to look, contributing to things like eating disorders and other psychological issues: the very same issue modeling magazines have struggled with for years. This is just one of many examples of how television can be dangerous and send the wrong messages when used improperly, especially to our youth. So if technology is ultimately not the cause of our downhill spiral in knowledge, what is? The answer is our millennial generation is so seemingly dumb because they feel they can afford to be dumb. Neil Postman, Mark Bauerlein, and Steven Johnson all miss the larger historical context; they focus too heavily on immediate societal trends. Our decline in knowledge and education is merely a small part of a generational cycle of societal moods in what is called The Strauss-Howe Generational Theory; a theory of generational phases called turnings in American history outlined in the book The Fourth Turning by William Strauss and Neil Howe. According to the authors, there are four turnings each lasting an average of twenty years; the high, the awakening, the unraveling, and finally the crisis, after which the cycle is reset and an enlightened high generation is born. To see how this ties into our educational decline, let us go back in American history to The Great Depression and World War T wo. Due to a series of poor political decisions building on themselves and outright ignorance to the issues of the world, The Great Depression and World War Two came to be; life was tough with people crowding soup kitchens, shortly followed by men going off to Europe and the South Pacific to fight and die- a crisis. The generation who lived through those hardships vowed never again, and valued knowledge and culture as a means of never repeating the mistakes of the past- a high . Next, the baby boomers were born, and they were raised having not experiencing just how terrible life can be like their parents did; this ended up becoming an era of peace and enlightenment. We know this generation best for the hippie movement, John Lennon, Woodstock, the civil rights movement, etc.- an awakening; a time of spiritual exploration and rebellion against the now-established order (Hines). These baby boomers had children, whom we now call generation x. An unraveling began, with an increasingly tr oubled era in which individualism triumphs over crumbling institutions (Hines). The very foundations of our culture were questioned with ignorance and political extremism on the rise. Today with the millennial generation, Strauss and Howe claim we are now entering the fourth turning- the crisis, a time of turmoil and uncertainty. We saw a glimpse of this play out most recently in the 2016 presidential elections, one of the most hotly contested elections in American history; both sides of the political aisle spewed ignorance, and extremism with the result dividing our nation further apart to an almost unprecedented level. In short, hard times create strong people, strong people create good times, good times create weak people, and weak people create hard times; and perhaps Bauerlein would agree that the millennial generation is weak. The strength and educational ethic of every society in the world is directly tied to the hardships that society has had to endure, and the lessons learn ed from them. There may be no better example of this than with the Jewish People; a people that have quite possibly endured more hardship than any other culture over the course of thousands of years. Today less than .02% of the global population is Jewish, yet 22% of Nobel Prize winners are Jewish (Schuster), and the tiny country of Israel puts out more engineers and scientists per capita than any other country in the world (Florida). As a Jewish person myself, I was taught from a young age that education and respect for the past is ingrained in our culture because if it werent, the consequences could be catastrophic. History shows us that education is essential for the continuity of any society. Perhaps Strauss and Howes ideas are somewhat simplistic; however they do show an unmistakable pattern in history, and how these cultural and educational declines form. Bauerlein was correct when he said in his book If you ignore the traditions that ground and ennoble our society, you are an incomplete person and a negligent citizen(233). Respect for history and culture is an integral part of any healthy society, and we are ignoring the past and the cultural traditions that grounded our United States. As the hardships of history seem more and more distant, we end up feeling entitled, and with that sense of entitlement the drive to do better and learn more decreases. Ultimately our digital age is not the cause of our decline in knowledge, as the cycle will manifest itself in any way it sees fit. That is not to say our downward spiral in knowledge is uncorrectable; Neil Howe when asked of the implications of the turnings on education, offered his solution as to how education should chan ge for the millennial generation: The answer lies in getting away from at-risk and damage control in education, and moving to a new model based on confidence and teamwork and mastery of the future. Thats what young Millennials want. Thats where we all should want to go. (Howe) Perhaps this is the basis for our happy medium between Bauerlein, Postman, and Johnson. An educational system tailored for the specific needs of the millennial generation, in which basic academics such as the arts, math, science, and history are sustained and taught while keeping in mind the technologies of today so we can be the masters of our future. One thing however, is clear: if we do nothing, our societal knowledge deficit will only increase, and therefore our hopes and dreams for a prosperous future will decrease. Works Cited Anderson, Elizabeth. Teenagers Spend 27 Hours a Week Online: How Internet Use Has Ballooned in the Last Decade. The Telegraph, Telegraph Media Group, 11 May 2015, www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/digital-media/11597743/Teenagers-spend-27-hours-a-week-online-how-internet-use-has-ballooned-in-the-last-decade.html. Accessed 21 Mar. 2017. Bauerlein, Mark. The Dumbest Generation: How the Digital Age Stupefies Young Americans and Jeopardizes Our Future: or, Dont Trust Anyone under 30. The Dumbest Generation: How the Digital Age Stupefies Young Americans and Jeopardizes Our Future: or, Dont Trust Anyone under 30, Jeremy P. Tarcher/Penguin, New York, NY, 2009, pp. 17-233. Calvert, Sandra, et al. APA Review Confirms Link Between Playing Violent Video Games and Aggression. American Psycological Assosiation, 13 Aug. 2015, www.apa.org/news/press/releases/2015/08/violent-video-games.aspx. Accessed 21 Mar. 2017. DeSilver, Drew. U.S. Students Academic Achievement Still Lags That of Their Peers in Many Other Countries. Pew Research Center, Pew Research Center, 15 Feb. 2017, www.pewresearch.org/fact-tank/2017/02/15/u-s-students-internationally-math-science/. Accessed 21 Mar. 2017. Florida, Richard. The Worlds Leading Nations for Innovation and Technology. CityLab, The Atlantic Monthly Group, 3 Oct. 2011, www.citylab.com/tech/2011/10/worlds-leading-nations-innovation-and-technology/224/. Accessed 21 Mar. 2017. Hines, Andy. Generational cycles predict a coming crisis. The Futurist, July-Aug. 1997, p. 14+. Academic OneFile, libproxy.pcc.edu/login?url=http://go.galegroup.com.libproxy.pcc.edu/ps/i.do?p=AONEsw=wu=pccv=2.1it=rid=GALE%7CA19980267asid=38e088024faf67596109c7bf0061be90. Accessed 20 Mar. 2017. Best-selling generations author: Neil Howe to speak and release new book at ACTE Orlando Convention. Techniques, vol. 78, no. 6, 2003, p. 50+. Academic OneFile, libproxy.pcc.edu/login?url=http://go.galegroup.com.libproxy.pcc.edu/ps/i.do?p=AONEsw=wu=pccv=2.1it=rid=GALE%7CA107896862asid=07a32adf7390680b62b43a336c026119. Accessed 20 Mar. 2017. Johnson, Steven. Everything Bad Is Good for You: How Popular Culture Is Making Us Smarter. Everything Bad Is Good for You: How Popular Culture Is Making Us Smarter, Riverhead Books, New York, 2005, pp. 9-115. Schuster, Ruth. Why Do Jews Win so Many Nobels? Haaretz.com, Haaretz Daily Newspaper Ltd., 9 Oct. 2013, www.haaretz.com/jewish/news/1.551520. Accessed 21 Mar. 2017. Postman, Neil. Chapter 5: The Peek-a-Boo World. Amusing Ourselves to Death: Public Discourse in the Age of Showbusiness, Penguin Books, New York, 1985, p. 80. Rainie, Lee, and Andrew Perrin. Slightly Fewer Americans Are Reading Print Books, New Survey Finds. Pew Research Center, Pew Research Center , 19 Oct. 2015, www.pewresearch.org/fact-tank/2015/10/19/slightly-fewer-americans-are-reading-print-books-new-survey-finds/#. Accessed 21 Mar. 2017. RMIT University. Online gaming can boost school scores: Video games sharpen math, science and reading skills among 15-year-olds, but social media reduces test results. ScienceDaily. ScienceDaily, 8 August 2016. www.sciencedaily.com/releases/2016/08/160808115442.htm. Is Reality TV Making You Stupid?. Scholastic Scope, vol. 59, no. 3, 11 Oct. 2010, pp. 14-15. EBSCOhost, libproxy.pcc.edu/login?qurl=http%3a%2f%2fsearch.ebscohost.com%2flogin.aspx%3fdirect%3dtrue%26db%3daph%26AN%3d54315625%26site%3dehost-live.

Working on My Scholarship Essay :: Scholarship Essays

Working on My Scholarship Essay That fateful night I stayed up too late working on a scholarship essay. Worked up into a frenzy with all this paperwork, I faded in and out of the work I was doing. I stopped for a few minutes to rest my eyes and upon opening them I gazed into a face crowned by a laurel-leaf and wore philosophers robes. "What doest thou?" he asked in a thick Italian voice. I could not believe it. Who was this man who entered my room unannounced and demanded from me what I do? "What doest thou?" he asked again, more forcefully. "I...I'm writing a paper for a scholarship, sir." I added 'sir' unintentionally. "What needest thou with this scholarship application?" "I have two brothers who are going to college, one of whom will be returning to UTD next year to continue his education, and the other will be attending medical school." "Aye, but what need hast thou for 'scholarship'?" He rolled the words in a soft Florentine accent. "My brother who will be attending medical school will be living on campus and the expense of room and board along with tuition and the tuition of my other brother attending UTD puts a great strain on our family. I really need this scholarship." "'Tis true, I believe it. But for what purpose needest thou this scholarship?" "Well," I said a bit unnerved at this intruding interrogator, "I hope to receive a masters degree in Commercial Art and I hope to join an advertising or design company." "Aye, but what other duties hast thou outside of education?" "To begin with, every two weeks I feed the homeless with my church. We pack lunches for them and, rain or shine, we hand out the food and water.

Examining History :: essays research papers

It is imporatant to carefully examine history in order to learn from previous mistakes, and also to ensure that the same mistakes are not repeated. The Manhattan project is an excellent example. This program allowed the United States to unleash the power of the atom, thus, introducing a new and devastating element into warfare. Although they managed to come in first in the race with Germany, the U.S. bears the responsibility of having introduced the atomic bomb, and have the blood on their hands from the use of it. It is obvious that the U.S. reaped the benefits by introducing the bomb, because no one else had the chance to use it on them. However, it is imperative to realize that when they dropped the bomb they became hypocrates. They did not want it used on them, but were eager to use it on another country. Actually, the U.S. had trouble deciding who to use it on. However, when a target was selected, the results were devastating. There were 170,000 people killed in Hiroshima alone and in Nagasaki, estimates say, nearly 70,000 died. After the bomb was dropped, the resulting radiation killed nearly 70,000 people. The Manhattan Project and the use of the atomic bomb were unfortunate products of a scientific breakthrough and a frantic race; which resulted in a revolution in warfare. The Manhattan Project originated from the Army Corps of Engineers, this division was originally named the Manhattan District. The later name, The Manhattan Project, encompassed the district, the scientific, the governmental and the strategic aspects (4:9). In 1941 President Roosevelt and several American scientists began work on the project (1:1). The bomb was never reffered to as the "atomic bomb" it was referred to as "a new weapon of unusual destructive force" (13:74). The main hub of acivity for this project was in New Mexico, the program lasted from 1942 to 1946. The total cost was nearly 2 billion dollars (1:3). Another important aspect to this program was the secrecy invovlved. It was said that "loose lips sink ships" (13:37). According to Roosevelt the only people who knew about the program at it's conception were Vice President Wallace, the Speaker of the House, the Democratic Leader of the Senate Mr. Barkley, and the Chairman of the Appropriations Committee for the House and Senate (11:27). As time went on it was still kept very quiet, most cabinet members and even more congressmen did not know about it (1:3).

Keurig: Convenience, Choice, and Competitive Brands Essay

In 1990, John Sylvan and Peter Dragone entered the coffee brewing industry by launching their company Keurig built upon on the question of, â€Å"why do we brew coffee by the pot when we only drink it by the cup?† Within a few years after their start-up, they were able to secure multiple patents as well as acquiring $1 million from venture capitalists to improve upon their prototype. By 1998, Keurig, which is German for excellence, was finally able to launch their first industrial strength, single-serve machine delivering a perfect cup of coffee every time. Keurig was lucky to join the coffee market at the dawn of its explosion, when consumers’ wants and needs began to shy away from traditional coffee pot brewing and shifted more towards a single cup of premium, gourmet roasted coffee. As the coffee market continued to grow, it exhibited two trends. First being the â€Å"mainstreaming† of specialty coffees and secondly, only brewing one cup of it at a time. Keuri g focused its efforts towards adapting to these changes by dramatically boosting innovation, technology, and their R&D department. Keurig changed the game in the single cup sector by introducing their patented K-Cup and partnering with Green Mountain Coffee Roasters (GMCR). These were tiny plastic cups that contained the coffee grounds already within the filter and sealed with an aluminum lid. All the consumer then has to do is place the cup within the Keurig machine (without removing the aluminum), close the lid and press a button, and in less than a minute, a fresh cup of coffee awaits. From the time of its launch in 1998, Keurig offered only 8 varieties of GMCR coffee and by the early 2000’s consumers had the choice of over 200 varieties from 30 different brands. When it comes time that Keurig’s patents will expire, competition will skyrocket, so it is extremely important that they pay close attention to their competitors’ moves. After an in depth analysis of the entire coffee industry, its competitors, and major market players, I have determined three recommendations to go forward with: Recommendation 1: Expand internationally using a transnational strategy. Recommendation 2: Follow GMCR’s 2012 initiatives with increased innovation Recommendation 3: Pursue a recycling initiative or biodegradable K-Cups With the coffee drinking market growing as fast as it is along with the amount of competition that  can present in the market, it is important that firms build their brands and are constantly improving what they have to offer. Recommendation 1: Expand internationally using a transnational strategy. Current in the industry, the top market players have established themselves in the United States as well as in other various parts of the world such as Europe and Asia. In order to be a serious competitor, Keurig must consider the advantages to expanding internationally, not only for sales but for manufacturing purposes as well. That being said, it is extremely important that companies pay close attention to other cultures and certain characteristics that effect each community differently. Especially when you are attempting to enter somewhat of a segmented market. Keeping foreign cultures in mind, implementing a transnational strategy would be the most advantageous in terms of serving the needs of other countries. Keurig would impose a think global, act local strategy or â€Å"glocal†. The book describes this as a middle ground strategy for when there are relatively high needs for local responsiveness as well as appreciable benefits to be realized from standardization. Although coffee is somewhat the same all over, different cultures prefer different types or blends. It is crucial that a company understands a cultures preferred wants and needs before embarking abroad. Although it may be difficult to implement, the benefits of sharing information and resources across boarders along with flexible coordination can far outweigh the negatives. Because coffee can become so standardized, it will not be extremely difficult or costly to differentiate between the lines. If Keurig wants to be able to compete with the other industry leaders, it is essential that they take the time to do careful research, then implement their strategy for expanding abroad. Recommendation 2: Follow GMCR’s 2012 initiatives with increased innovation With the expiration of Keurig’s patents coming to a near, it is crucial that Keurig be on the defensive end for a while and prepare themselves for any major market moves. In order to prepare themselves, Keurig must also have some tricks up their sleeve to keep their market share and diversification high because of the relatively low barriers to entry. There were two of GMCR’s 2012 initiatives that stood out as goo d plans for attack. The first one dealt with launching new coffee makers such as the Rivo Cappuccino and Latte System as well as new variety blends to accompany them. When their patent expires, launching  a completely new product with new patents will pave the way for increased market share. Keurig will be able to compete in a much broader market and can appeal to greater amounts of consumers. In addition to developing new variety packs, it is also essential that Keurig pursue more beverage options to appeal to a broader market. For instance, GMCR mention introducing a Wellness Brewed line to include healthy beverages containing vitamins and antioxidant ingredients. Keurig must continue growth between certain partnerships to keep up with certain trends in the market to be able to jump on new opportunities that present themselves and can be taken advantage of. Innovation is extremely key to remaining on top, and it is one of Keurig’s primary key success factors. Recommendation 3: Pursue a recycling initiative or biodegradable K-Cups Pursuing a green initiative, I believe will bring nothing but prosperity to Keurig. Being economically and socially responsible can yield high returns if done in the right way. With the coffee industry already in the global spotlight wi th Fair Trade agreements, it certainly would add credibility to a brand. With a large number of coffee drinkers already economically conscious, it would exponentially boost ratings if they were enforce a recycling initiative similar to what Nespresso did with their â€Å"ecolaboration† and encouraging consumers to recycle. Equally as important, if not more, would be the need for developing biodegradable K-Cups. It is very important to the world and its consumers to give back to the earth and not harm our environment. With the extremely high number of K-Cups produced, it would be extremely beneficial to find a way for those tiny little cups decompose into the ground. From the time Keurig was launched until 2006, over 1 billion K-Cups had been consumed. Within the next two years, another 2 billion had been consumed by 2008. That is an exceptionally large amount of K-Cups potentially harming the environment that could otherwise be helping to add to our nutrient rich soil. Industry Analysis Exhibit 1: Dominant Economic Forces Market size and growth rate: The coffee market within the United States is steadily increasing from year to year. In 2012, the US alone consumed nearly one-third of all coffee worldwide. That equals out to roughly 400 million cups of coffee per day.  During World War II, US coffee consumption accounted for nearly 80% of all coffee worldwide. Despite the drastic change in percentages, the coffee industry has never been as profitable as it is today because consumer value migration. In the early 90’s, P&G, Phillip Morris/Kraft, and Nestle held nearly 90% of the entire coffee market. When the market for specialty coffees began to take hold, within six years, that market had already grasped 22% of the total market share, leaving the big 3 in the dust without knowing how to properly react to the extensive growth. The big names were concerned with price and consistency while specialty coffee focused on origin, quality, processing and cultivation. It was estimated that the total coffee market consumption was nearly 2.9 billion pounds or $30-$32 billion in 2012. Specialty coffee accounted for nearly 37% of volume share and over 50% value share meaning it was far more profitable than generic coffee. In 2010, there were 90 million coffee brewers within US households and in 2012 alone, approximately 24 million brewers were purchased. During this growth phase, single cup brews increased 52% while all other brews only increased 3%. Coffee pods and single cup brews have experienced dramatic growth and have begun taking over the entire coffee market share. From 2011-2017, it is expected that these will lead the evolution with a 74% off-trade growth. Number of Rivals: Within the specialty coffee industry, there are only a handful of companies that compete at the level of Keurig and their single K-Cup technology. There are four main market players that have similar brewing technologies. The most successful competitor would have been Nestle with their Nespresso brewing machine released in 1976 that utilized pods for their espresso. Their technology has been around the longest but with the emergence of Keurig, they slowly began to be overshadowed. Keurig’s other three primary competitors included Mars’ Flavia beverage system which targeted offices, Kraft’s Tassimo system which offered an at home brew, and lastly there was the Senseo brewing system manufactured by Sara Lee. Scope of competitive rivalry: The coffee industry has a massive international market that reaches all points around the world. The US has the next largest market compared to  France. Americans consume 276 cups of coffee a year while the French consume 395. Nestle took advantage of this by expanding its technology to Europe to include both France and Switzerland as well as in Japan and China. Within the US, Keurig began to dominate by purchasing companies nationwide to increase its market share much quicker than rival companies were able to keep up with. Specialty coffee already had a strong foothold in New England. To expand their brand, Keurig partnered with Van Houtte to gain market share in Canada and later purchased Caribou Coffee (Midwest) as well as Tully’s coffee (Pacific Northwest). Number of Buyers: The number of buyers within the Unites States is extremely vast. As mentioned earlier, nearly 90 million of American households had a coffee brewer of some sort. The scope of brewers reaches far beyond that and can be classified into smaller groups. Households: extremely prevalent within the industry with high purchase power Hotels: approximately 5 million coffeemakers are in hotel rooms in the US Businesses: most, if not all businesses have a coffeemaker onsite or in their break rooms. B2B: Wal-Mart, Starbucks, Office Depot, Staples, Bed, Bath & Beyond Pace of technological change: The increase of technology and push for innovation plays a huge role in gaining market share. The evolution from a coffee pot to single cup brews has sparked a huge push to develop the perfect cup of coffee while at the same time making the process simpler. Coffee pods lead the way for the early 2000’s but when Keurig introduced their K-cups, other companies were eager to jump on board. Their patented technology included the coffee and the filter all into one simple cup. Keurig also released the My K-Cup, which allowed consumers to use their own coffee grounds to make a single cup roast. Upon Keurig’s patent expiration in 2012, other companies such as Breville and Cuisinart developed their own single cup brewers and even offering a My K-Cup as part of the package. Specific brewing techniques are important to customers in terms of getting the most out of your cup of coffee. Improving upon the injection brewing process is the key to perfecting the brew. Innovation is extr emely crucial in order to meet customer demands as well as keeping up with their wants and needs. It is  critical to have a strong research and development department to keep up with these changes. Standard Products: Within the specialty coffee market there are two products used within conjunction. There is the brewing machine itself and then there is the pod or the cup. There is mild differentiation between products but vast differentiation between different blends or roasts and so on. In the end, what it comes down to is the techniques applied to the brewing processes. Though coffee is not the only thing a Keurig can brew. It can brew a wide variety of beverages such as tea, lemonade, cider, fruit brews, and cocoa, which many competitors cannot compete with. Vertical Integration: By partnering with Green Mountain Coffee Roasters, Keurig was able to keep the manufacturing and selling process within the boundaries of their supply chain. Also by partnering with Van Houtte, they were able to acquire an already very successful vertically integrated company on top of being able to expand their market share into Canada. GMCR divided their operations into 3 different segments: Specialty Coffee business unit (SCBU), Keurig business unit (KBU), and Canadian business unit (CBU). Each of these carry out different responsibilities such as packaging processes or customer relations. For instance SCBU deals traditional packaging for supermarkets, convenience stores and distributors, while KBU focuses more on single serve packs for at home brewers. Keurig also has many licensing partnerships to carry and promote their product in their stores such as Wal-Mart and Starbucks. Exhibit 2: Five Forces Analysis Rivalry: Weak to Moderate Buyer demand is growing rapidly (-): the specialized coffee industry is growing as exponential rates, in some years even double digit increases Costs to switch are high (-): if a consumer owns a Keurig, then they are unable to switch to any other brand that does not utilize K-Cups Number of buyers are increasing (-): it is a growing market that is spreading rapidly and gaining nationwide attention Fairly high product differentiation (+/-): The brewers themselves are strongly differentiated as well as the diversity in the roasts themselves Threat of New Entrants: Strong Entry barriers are low (+): once Keurig’s patents expired, it made it easier for companies to enter the market and mimic preexisting products Buyer demand is growing (+): specialty coffee drinks are growing dramatically Expanding market segments (+): companies are purchasing or partnering with other companies to increase the geographical market segment. In doing so they are also expanding their product lines buy adding new brews Threat of Substitutes: Moderate to Strong Substitutes are readily available (+): consumers can choose to go to Starbucks or other coffee shops. Customers can also pursue another source of caffeine such as sodas, energy drinks, or 5-hour energy Substitutes have comparable features (+): Whether customers are pursuing a caffeine fix or looking for a good cup of coffee, they are each similar and readily available Relatively high switching costs (-): it would be much cheaper to put a K-Cup into the brewer than to go out to a coffee shop and purchase a specialty brew. Same idea applies for purchasing sodas or energy drinks Supplier Power: Very Strong Differentiated product selection (+): the products available are specific to each company’s needs such as K-Cups or pods. Coffee blends are very specific as well and rely on the same product on a regular basis No good substitutes for suppliers without high switching costs (+): it can be extremely difficult to switch coffee producers. There are specific contracts in place that need to be fulfilled. Supplier industry is more concentrated (+): Keurig obtains its coffee from specific companies that their sole purpose is to provide coffee. The industry is also dominated by a few large companies Bargaining Power of Buyers: Weak Buyer demand is growing (+): It is expected that the specialized coffee industry will continue to grow and bring high demand Buyer might not necessarily be able to postpone purchase (-): The primary purpose of purchasing coffee is for the caffeine intake and waking up. Certain customers integrate coffee into their daily routine and do not fare well without it High switching costs (-): difficult and expensive to purchase an  alternative product. Buyers price sensitive (-): In Keurig’s case, this works to their benefit because purchasing a specialty cup of coffee is more expensive than purchasing K-Cups and customers are likely to revert to Keurig when money is tight Exhibit 3: Driving Forces Entry or exit of major firms: In 2012 when Sara Lee was forced to discontinue their Senseo coffee maker, that in turn opened up a great deal of market share for competing companies such as Keurig to take advantage of. Companies were able to thrive off their misfortune and gain market share and new customers. On the contrary, barriers to entry into the market are relatively low, meaning new competition can arise causing existing companies to have to shift their focus and execute counteracting strategies. Buyer preferences shift to standardized product: With this situation I believe that Keurig has the upper hand whether buyers prefer a standardized product or a differentiated product. The same can apply for a situation in which buyers have to cut costs. Keurig offers both cheap, generic beverages and expensive, high end K-Cup choices. Keurig is the better alternative to purchasing an expensive specialty drink at a coffee shop. Regulatory or government policy change: There could be an increase in price between trade agreements or extra tariffs imposed for importing coffee into the United States. This could cause Keurig to have to make drastic changes in their pricing or expenditures. Although they might not deal directly with importing the coffee, they would surely be impacted down the line and consequently have to bear the brunt of it with increased prices from suppliers. Product innovation: There is always a high probability of a competitor coming out with a revolutionizing innovation that boosts them to the forefront of the market. Both Kraft and Nestle are capable of improving their products and making Keurig seem outdated. Keurig would in turn have to implement a sound strategy to counteract their move and boost their research and development teams. Exhibit 4: Key Success Factors Technology and Innovation: Held 26 US patents and 65 international patents in 2007  Patented proprietary portion-pack system using specially designed filter, sealed in a low-oxygen environment to ensure freshness (K-Cups) Specially designed proprietary high-speed packaging lines that manufactured K-Cups Brewers that precisely controlled the amount, temperature, and pressure of water to provide a consistently superior cup of coffee in less than a minute Eliminating the need to measure water and coffee grounds Marketing: Penetrating the medium and low income homes and not just appealing to high end Reliable pod machine, with easy to use refills, and a variety of coffee flavors that are easy to find. Leading to a 94% customer satisfaction rating Offering My K-Cup to use for personal coffee grounds Encouraging distributors to give away or lease Keurig brewers to businesses in order to attain the real profits from the K-Cups Utilizes â€Å"razorblade model† that keeps customers continually having to replenish their K-Cups once they have purchased the brewer GMCR deriving 90% of consolidated net sales from Keurig appliances and K-Cups and receiving $.04 royalties from every K-Cup sold through partners Expanding Brand Name Vertically integrating their business to keep it within the supply chain Partnered with Van Houtte, Starbucks, Dunkin Donuts, Newman’s Own, Gloria Jean’s, Coffee People, Caribou Coffee, and Tully’s coffee in order to increase market share Partnering with large corporations such as Starbucks, Home Depot, Wal-Mart, Staples, and Bed, Bath and Beyond to promote and stock their product on their shelves With these partnerships, Keurig was able to expand their customer base not only geographically but also by expanding their beverage variety to more than coffee and tea Exhibit 5: Competitor Overview Competitor Analysis Despite stiff competition and rapid growth of single cup brewing, barriers to  entry remained relatively low. Although, the high demand for Keurig’s K-cup technology began to vastly outnumber that of its competitors, many still pursued their techniques and innovative strategies. Sara Lee: Their brewing line was called the Senseo which was the first real competitor of Keurig. The Senseo utilized similar brewing techniques by being able to vary the amount of water passing over the coffee, which affected the flavor and strength of the brew. When Keurig introduced their Vue system in 2012, Sara Lee was unable to compete forced to shut down production due to unreliable performance and short product life span. Kraft Foods: Launched their product called the Tassimo, which utilized coffee pods called T-Discs that caught on extremely well in France. After spending nearly $10 million in promoting T-Discs, coffee pod volume grew 26% in 2005 and another 35% the following year in France. Unfortunately, due to lesser quality of coffee and limited user control features, sales were negatively affected. On top of that, in 2012, approximately 835,000 coffeemakers in the US and another 900,000 in Canada as well as 4,000,000 T-Discs were recalled after reports of brewers spraying hot liquid and causing second degree burns to consumers. Mars: They developed a brewing system named Flavia. Their primary focus was creating a coffee maker that would be ideal for the workplace or in a business environment Nestle: Nestle has been in the coffee industry the longest out of the competitors. In 1976 the launched the Nespresso machine that was one of the first to encapsulate the single cup espresso. Their technology quickly caught on and within ten years had expanded their market to Switzerland, Japan, and Italy. In the early 90’s they introduced their household espresso machine in France. By 2000 they were experiencing double digit growth by focusing on the highest quality coffee. Their industry was skyrocketing and in 2006 exceeded revenue of 1 billion, quickly followed by 2 billion in 20 08, then 3 billion in 2010. By 2012 they had over 8,300 employees across 60 countries, offering 30 machine models, which all lead to their 19% market share in espresso and premium coffees that paved the way for the rest of the premium coffee roasters. Exhibit 6: Financial Breakdown The chart below demonstrates the breakdown of net sales between 2010 and 2012 of each of the products the Keurig sells. It is clear the vast majority of  sales is due to sales of single serve packs growing on average nearly 1 million a year. Keurig has experiences substantial growth from year to year with the exception certain royalties. Their ability to rely on the sales of single serve packs acts as their distinctive competency. Exhibit 7: Weighted Competitive Strength Assessment The weighted competitive strength assessment demonstrates that Keurig and Nestle both have the strongest market positions compared to the inferior Kraft and Sara Lee. Keurig exemplifies its strengths in quality and innovation while Nestle has the upper hand in their developed brand name and advertising abilities. Kraft and Sara Lee have lower scores considering their failed attempts to compete at the top only to have their products discontinued or recalled which reflects their overall quality which is demonstrated in the group map below COMPANY ANALYSIS Exhibit 8: Business Level Strategy Keurig focuses their strategy around broad differentiation by offering customers something that competing rivals cannot. Keurig coffee makers have appeal to all coffee drinkers worldwide, especially in the Unites States, whether they are pursuing a premium roast or a basic cup of coffee. They appeal to the niche market of specialized gourmet coffee drinkers with the ability to reach the broader section of all coffee drinkers. They offer something attractively different while keeping quality at a premium. In doing so their customer loyalty continues to flourish with nearly all of them being repetitive buyers as well as a 94% customer satisfaction rating. Through all of their partnerships with other coffee companies they are now able to appeal to vast array of customers, and not just coffee drinkers. Their massive selection of K-Cups includes over 30 brands with over 200 varieties to choose from. Their partnerships have also put them to the forefront by being able to grasp a nationwide market share that appeals to everyone. When it comes to innovation, Keurig’s puts that as a top priority, which keeps them ahead of their imitative competitors, especially when it comes to the speed and simplicity of using their product. Their ability to evolve their technology through innovation is their strongest sustainable  competitive advantage. In addition, their continued increase in capital investments is why they have remained an industry leader as well as their large amount of patents they are able to retain. Keurig would not be nearly as successful without their well-built, in-depth research and development team. Keurig stands by their name of excellence. Lastly, their implemented growth strategies is what will keep them on top with continual improvements and innovations to all aspects of their brand. Of the 90 million households with coffee makers, Keurig has made it their goal to convert half of those coffee makers to Keurigs as well as strongly pursuing hotel rooms to implement their technology. GMCR has four vectors of their growth strategy for Keurig which include new brewer technologies, new beverage categories, new brands, and new channels. Keurig clearly demonstrates their strive for product supe riority over the rest of the market. Exhibit 9: Resources and Competitive Capabilities Resource Strengths Keurig has developed a strong loyal customer base that spans beyond specialty coffee drinkers, and even beyond coffee drinkers for that matter, including tea and cocoa Acquirement and partnership with multiple established companies nationwide that strengthen their market share, customer base, and supply chain success Core Competencies Strong differentiation from their competitors in terms of offering their superior K-Cups and premium roast coffee blends Their strong ability to improve upon their technology with their extremely advanced and well-rounded research and development department Distinctive Competencies Keurig has become an industry leader in the single cup market by vastly differentiating their products from competitors through a series of patents that revolutionize the speed and simplicity of using their coffee makers. Exhibit 10: S.W.O.T.O. Analysis Strengths Keurig is one of the leading innovators in the industry with one of the best research and development teams to back them that are constantly aiming to  improve their brand Expanding the firms brand vertically and geographically to gain greater market share and appeal to consumers by broadening their beverage horizons and offering over 200 different varieties The idea that customers will continually run out of K-Cups and have to repurchase them and earning a $.04 royalty with every K-Cup sold through another brand Weaknesses Keurig, unlike many of the other industry leaders, has not firmly established itself as a strong international brand. In order to stay at the top, a company must compete with its rivals on other playing fields. There is tremendous room for growth internationally, especially with the technology Keurig has to offer Opportunities Total coffee machine sales are projected to increase by 20% from 2011-2016 The specialty coffee industry is experiencing rapid growth New iced coffee drinks are becoming more popular in the market Threats The idea that some of Keurig’s key patents will expire in 2012, meaning they are vulnerable to mimicking as well as potential flooding of new entrants due to the relatively low barriers to entry Increased tariffs or trade barriers Options Implementing a green initiative to encourage recycling as well as developing biodegradable K-Cups to not hurt the environment Expanding internationally and increasing its market share Push to partner with hotels to include a Keurig coffee maker in every room