History of Coffee Essay

Coffee is one of the world’s most poplar beverages. Some claim it is the most widely consumed liquid in the world aside from water. Coffee is more than a beverage , however. It is a memory , anticipation, a lifetime of consoling moments of modest pleasure woven into our lives. Coffee’s success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure. Coffee lovers come to associate the energizing lift of the caffeine with richness and aroma of the beverage that delivers it. Coffee is grown in more than 50 countries around the world and the principal commercial crop of over a dozen countries, half of which earns 25% to 50% of their foreign exchange revenue from coffee exports. More than 10 billion pounds of coffee beans are grown per year, providing more than 20 million jobs. Coffee is indigenous to Ethiopia and was most likely discovered as a food before it became a drink. The most popular legend of how coffee was discovered involves an Abyssinian goat herder named kaldi. Kaldi awoke one night to find his goats dancing around a tree speckled with red cherries. When he tasted one of the cherries, he too started dancing with the goats. As interesting as this story may be it is more likely that coffee was used as a food supplement by wandering Ethiopian tribes-men. The tribes-men are said to have squashed the coffee cherries and carried them on long journeys, eating them for nourishment as needed. Later, the coffee cherries were soaked in water, possibly to make wine, but some historians say it was not until 1000 AD, when the Arabs discovered how to boil, that coffee was serve hot. Coffee was also believed to have medicinal properties. Avicenna, an Islamic physician and philosopher of the eleventh century, said of coffee: â€Å"It fortifies the members, it cleans the skin and dries up the humilities that are under it, and gives an excellent smell to all the body† CHAPTER – 1 HISTORY OF COFFEE HISTORY OF COFFEE [pic] Palestinian women grinding coffee the old fashioned way, 1905 The history of coffee goes at least as far back as the fifteenth century, though coffee’s origins remain unclear. It had been believed that Ethiopian ancestors of today’s Oromo people were the first to have discovered and recognized the energizing effect of the coffee bean plant. However, no direct evidence has been found indicating where in Africa coffee grew or who among the natives might have used it as a stimulant or even known about it, earlier than the 17th century. The story of Kaldi, the 9th-century Ethiopian goatherd who discovered coffee, did not appear in writing until 1671 and is probably apocryphal. From Ethiopia, coffee was said to have spread to Egypt and Yemen. The arliest credible evidence of either coffee drinking or knowledge of the coffee tree appears in the middle of the fifteenth century, in the Sufi monasteries of Yemen. It was here in Arabia that coffee beans were first roasted and brewed, in a similar way to how it is now prepared. By the 16th century, it had reached the rest of the Middle East, Persia, Turkey, and northern Africa. Coffee then spread to Italy, and to the rest of Europe, to Indonesia, and tothe Americas. Origins Etymology: The word â€Å"coffee† entered English in 1598 via Dutch koffie. This word was created via Turkish kahve, the Turkish pronunciation Arabic qahwa, a truncation of qahhwat al-bun or wine of the bean. One possible origin of the name is the Kingdom of Kaffa in Ethiopia, where the coffee plant originated; its name there is bunn or bunna. Legendary accounts. There are several legendary accounts of the origin of the drink itself. One account involves the Yemenite Sufi mystic Shaikh ash-Shadhili. When traveling in Ethiopia, the legend goes; he observed goats of unusual vitality, and, upon trying the berries that the goats had been eating, experienced the same vitality. A similar â€Å"Legend of Dancing Goats† attributes the discovery of coffee to an Ethiopian goatherder named Kaldi. The story of Kaldi did not appear in writing until 1671, and these stories are considered to be apocryphal. It used to be believed Ethiopian ancestors of today’s Oromo tribe, were the first to have recognized the energizing effect of the native coffee plant. Studies of genetic diversity have been performed on Coffea arabica varieties, found to be of low diversity but which retained some residual heterozygosity from ancestral materials, and closely-related diploid species Coffea canephora and C.liberica; however, no direct evidence has ever been found indicating where in Africa coffee grew or who among the natives might have used it as a stimulant, or known about it there, earlier than the seventeenth century. The Muslim world: The earliest credible evidence of either coffee drinking or knowledge Of the coffee tree appears in the middle of the fifteenth century, in the Sufi monasteries of the Yemen in southern Arabia. It was in Yemen that coffee beans were first roasted and brewed as they are today. From Mocha, coffee spread to Egypt and North Africa, and by the 16th century, it had reached the rest of the Middle East, Persia and Turkey. From the Muslim world, coffee drinking spread to Italy, then to the rest of Europe, and coffee plants were transported by the Dutch to the East Indies and to the Americas. Syrian Bedouin from a beehive village in Aleppo, Syria, sipping the traditional murra (bitter) coffee, 1930. The earliest mention of coffee noted by the literary coffee merchant Philippe Sylvestre Dufour is a reference to bunchum in the works of the 10th century CE Persian physician Muhammad ibn Zakariya al-Razi, known as Rhazes in the West, but more definite information on the preparation of a beverage from the roasted coffee berries dates from several centuries later. The most important of the early writers on coffee was io-de-caprio, who in 1587 compiled a work tracing the history and legal controversies of coffee entitled Umdat al safwa fi hill al-qahwa. He reported that one Sheikh, Jamal-al-Din al-Dhabhani, mufti of Aden, was the first to adopt the use of coffee (circa 1454). Coffee’s usefulness in driving away sleep made it popular among Sufis. A translation traces the spread of coffee from Arabia Felix (the present day Yemen) northward to Mecca and Medina, and then to the larger cities of Cairo, Damascus, Baghdad, and Istanbul. Coffee beans were first exported from Ethiopia to Yemen. Yemeni traders brought coffee back to their homeland and began to cultivate the bean. The first coffeehouse opened in Istanbul in 1554. Coffee was at first not well received. In 1511, it was forbidden for its stimulating effect by conservative, orthodox imams at a theological court in Mecca. However, the popularity of the drink led these bans to be overturned in 1524 by an order of the Ottoman Turkish Sultan Selim I, with Grand Mufti Mehmet Ebussuud el-Imadi issuing a celebrated fatwa allowing the consumption of coffee. In Cairo, Egypt, a similar ban was instituted in 1532, and the coffeehouses and warehouses containing coffee beans were sacked. Similarly, coffee was banned by the Ethiopian Orthodox Church some time before the 12th century. However, in the second half of the 19th century, Ethiopian attitudes softened towards coffee drinking, and its consumption spread rapidly between 1880 and 1886; according to Richard Pankhurst, â€Å"this was largely due to [Emperor] Menilek, who himself drank it, and to Abuna Matewos who did much to dispel the belief of the clergy that it was a Muslim drink. † Europe [pic] Dutch engraving of Mocha in 1692 Coffee was noted in Ottoman Aleppo by the German physician botanist Leonhard Rauwolf, the first European to mention it, as chaube, in 1573; Rauwolf was closely followed by descriptions from other European travellers. Coffee was first imported to Italy from the Ottoman Empire. The vibrant trade between Venice and the Muslims in North Africa, Egypt, and the East brought a large variety of African goods, including coffee, to this leading European port. Venetian merchants introduced coffee-drinking to the wealthy in Venice, charging them heavily for the beverage. In this way, coffee was introduced to Europe. Coffee became more widely accepted after controversy over whether it was acceptable during Lent was settled in its favor by Pope Clement VIII in 1600, despite appeals to ban the drink. The first European coffee house (apart from those in the Ottoman Empire, mentioned above) was opened in Venice in 1645. England Largely through the efforts of the British East India Company and the Dutch East India Company, coffee became available in England no later than the 16th century according to Leonhard Rauwolf’s 1583 account. The first coffeehouse in England was opened in St. Michael’s Alley in Cornhill. The proprietor was Pasqua Rosee, the servant of Daniel Edwards, a trader in Turkish goods. Edwards imported the coffee and assisted Rosee in setting up the establishment. Oxford’s Queen’s Lane Coffee House, established in 1654, is still in existence today. By 1675, there were more than 3,000 coffeehouses throughout England. Popularity of coffeehouses spread rapidly in Europe, and later, America. The banning of women from coffeehouses was not universal, but does appear to have been common in Europe. In Germany women frequented them, but in England they were banned. Many believed coffee to have several medicinal properties in this period. For example, a 1661 tract entitled â€Å"A character of coffee and coffee-houses†, written by one â€Å"M. P. â€Å", lists some of these perceived virtues: Not everyone was in favour of this new commodity, however. For example, the anonymous 1674 â€Å"Women’s Petition against Coffee† declared: France Antoine Galland (1646-1715) in his aforementioned translation described the Muslim association with coffee, tea and chocolate: â€Å"We are indebted to these great [Arab] physicians for introducing coffee to the modern world through their writings, as well as sugar, tea, and chocolate. † Galland reported that he was informed by Mr. de la Croix, the interpreter of King Louis XIV of France, that coffee was brought to Paris by a certain Mr. Thevenot, who had travelled through the East. On his return to that city in 1657, Thevenot gave some of the beans to his friends, one of whom was de la Croix. However, the major spread of the popularity of this beverage in Paris was soon to come. In 1669, Soleiman Agha, Ambassador from Sultan Mehmed IV, arrived in Paris with his entourage bringing with him a large quantity of coffee beans. Not only did they provide their French and European guests with coffee to drink, but they also donated some beans to the royal court. Between July 1669 and May 1670, the Ambassador managed to firmly establish the custom of drinking coffee among Parisians. [pic]. Melange in Vienna Austria The first coffeehouse in Austria opened in Vienna in 1683 after the Battle of Vienna, by using supplies from the spoils obtained after defeating the Turks. The officer who received the coffee beans, Polish military officer of Ukrainian origin Jerzy Franciszek Kulczycki, opened the coffee house and helped popularize the custom of adding sugar and milk to the coffee. Until recently, this was celebrated in Viennese coffeehouses by hanging a picture of Kulczycki in the window. Melange is the typical Viennese coffee, which comes mixed with hot foamed milk and a glass of water. Netherlands The race among Europeans to make off with some live coffee trees or beans was eventually won by the Dutch in the late 17th century, when they allied with the natives of Kerala against the Portuguese and brought some live plants back from Malabar to Holland, where they were grown in greenhouses. The Dutch began growing coffee at their forts in Malabar, India, and in 1699 took some to Batavia in Java, in what is now Indonesia. Within a few years the Dutch colonies (Java in Asia, Surinam in Americas) had become the main suppliers of coffee to Europe. Americas. Gabriel de Clieu brought coffee seedlings to Martinique in the Caribbean circa 1720. Those sprouts flourished and 50 years later there were 18,680 coffee trees in Martinique enabling the spread of coffee cultivation to Haiti, Mexico and other islands of the Caribbean. Coffee also found its way to the island of Reunion in the Indian Ocean known as the Isle of Bourbon. The plant produced smaller beans and was deemed a different variety of Arabica known as var. Bourbon. The Santos coffee of Brazil and the Oaxaca coffee of Mexico are the progeny of that Bourbon tree. Circa 1727, the Emperor of Brazil sent Francisco de Mello Palheta to French Guinea to obtain coffee seeds to become a part of the coffee market. Francisco initially had difficulty obtaining these seeds yet he captivated the French Governor’s wife and she in turn, sent him enough seeds and shoots which would commence the coffee industry of Brazil. In 1893, the coffee from Brazil was introduced into Kenya and Tanzania (Tanganyika), not far from its place of origin in Ethiopia, 600 years prior, ending its transcontinental journey. The French colonial plantations relied heavily on African slave laborers. Ancient Production of coffee The first step in Europeans’ wresting the means of production was effected by Nicolaes Witsen, the enterprising burgomaster of Amsterdam and member of the governing board of the Dutch East India Company who urged Joan van Hoorn, the Dutch governor at Batavia that some coffee plants be obtained at the export port of Mocha in Yemen, the source of Europe’s supply, and established in the Dutch East Indies; the project of raising many plants from the seeds of the first shipment met with such success that the Dutch East India Company was able to supply Europe’s demand with â€Å"Java coffee† by 1719. Encouraged by their success, they soon had coffee plantations in Ceylon Sumatra and other Sunda islands. Coffee trees were soon grown under glass at the Hortus Botanicus of Leiden, whence slips were generously extended to other botanical gardens. Dutch representatives at the negotiations that led to the Treaty of Utrecht presented their French counterparts with a coffee plant, which was grown on at the Jardin du Roi, predecessor of the Jardin des Plantes, in Paris. The introduction of coffee to the Americas was effected by Captain Gabriel des Clieux, who obtained cuttings from the reluctant botanist Antoine de Jussieu, who was loath to disfigure the king’s coffee tree. Clieux, when water rations dwindled during a difficult voyage, shared his portion with his precious plants and protected them from a Dutchman, perhaps an agent of the Provinces jealous of the Batavian trade. Clieux nurtured the plants on his arrival in the West Indies, and established them in Guadeloupe and Saint- Domingue in addition to Martinique, where a blight had struck the cacao plantations, which were replaced by coffee plantations in a space of three years, is attributed to France through its colonization of many parts of the continent starting with the Martinique and the colonies of the West Indies where the first French coffee plantations were founded. The first coffee plantation in Brazil occurred in 1727 when Lt. Col. Francisco de Melo Palheta smuggled seeds, still essentially from the germ plasm originally taken from Yemen to Batavia, from French Guiana. By the 1800s, Brazil’s harvests would turn coffee from an elite indulgence to a drink for the masses. Brazil, which like most other countries cultivates coffee as a commercial commodity, relied heavily on slave labor from Africa for the viability of the plantations until the abolition of slavery in 1888. The success of coffee in 17th-century Europe was paralleled with the spread of the habit of tobacco smoking all over the continent during the course of the Thirty Years’ War (1618–48). For many decades in the 19th and early 20th centuries, Brazil was the biggest producer of coffee and a virtual monopolist in the trade. However, a policy of maintaining high prices soon opened opportunities to other nations, such as Colombia, Guatemala, Nicaragua, Indonesia and Vietnam, now second only to Brazil as the major coffee producer in the world. Large-scale production in Vietnam began following normalization of trade relations with the US in 1995. Nearly all of the coffee grown there is Robusta. Despite the origins of coffee cultivation in Ethiopia, that country produced only a small amount for export until the Twentieth Century, and much of that not from the south of the country but from the environs of Harar in the northeast. The Kingdom of Kaffa, home of the plant, was estimated to produce between 50,000 and 60,000 kilograms of coffee beans in the 1880s. Commercial production effectively began in 1907 with the founding of the inland port of Gambela, and greatly increased afterwards: 100,000 kilograms of coffee was exported from Gambela in 1908, while in 1927-8 over 4 million kilograms passed through that port. Coffee plantations were also developed in Arsi Province at the same time, and were eventually exported by means of the Addis Ababa – Djibouti Railway. While only 245,000 kilograms were freighted by the Railway, this amount jumped to 2,240,000 kilograms by 1922, surpassed exports of â€Å"Harari† coffee by 1925, and reached 9,260,000 kilograms in 1936. Australia is a minor coffee producer, with little product for export, but its coffee history goes back to 1880 when the first of 500  acres (2. 0  km2) began to be developed in an area between northern New South Wales and Cooktown. Today there are several producers of Arabica coffee in Australia that use a mechanical harvesting system invented in 1981. *** CHAPTER – 2 INSIGHT ON COFFEE INSIGHT ON COFFEE |Coffee | |[pic] | |Roasted coffee beans | |Type |Hot or cold beverage | |Country of origin |Ethiopia, and  Yemen | |Introduced |Approx. 15th century AD (beverage) | |Color |Brown | Coffee  is a  brewed  drink  prepared from roasted  seeds, commonly called  coffee beans, of the  coffee plant. They are seeds of coffee cherries that grow on trees in over 70 countries. Green coffee, for example, is one of the most traded agricultural commodities in the world. Due to its  caffeine  content, coffee can have a stimulating effect in humans. Today, coffee is one of the most popular beverages worldwide. It is thought that the energizing effect of the coffee bean plant was first recognized in  Yemen  in Arabia and the north east of  Ethiopia, and the cultivation of coffee first expanded in the Arab  world. The earliest credible evidence of coffee drinking appears in the middle of the fifteenth century, in the  Sufi  monasteries of the  Yemen  in southern  Arabia. From the  Muslim world, coffee spread to Italy, then to the rest of Europe, to  Indonesia, and to the Americas. Coffee has played an important role in many societies throughout history. In Africa and Yemen, it was used in religious ceremonies. As a result, the  Ethiopian Church  banned its secular consumption until the reign of EmperorMenelik II of Ethiopia. It was banned in  Ottoman  Turkey during the 17th century for political reasons,  and was associated with rebellious political activities in Europe. Coffee berries, which contain the coffee bean, are produced by several species of small  evergreen  bush of the  genus  Coffea. The two most commonly grown are  Coffea canephora  (also known as  Coffea robusta) and  Coffea arabica. Both are cultivated primarily in  LatinAmerica,Southeast Asia, and Africa. Once ripe, coffee berries are picked, processed, and dried. The seeds are then roasted to varying degrees, depending on the desired flavor. They are then ground and brewed to create coffee. Coffee can be prepared and presented in a variety of ways. An important export commodity, coffee was the top agricultural export for 12 countries in 2004,  and in 2005, it was the world’s seventh-largest legal agricultural export by value. Some controversy is associated with coffee cultivation and its impact on the environment. Many studies have examined the relationship between coffee consumption and certain medical conditions; whether the overall effects of coffee are ultimately positive or negative has been widely disputed. However, the method of brewing coffee has been found to be important. Biology Several species of shrub of the genus  Coffea  produce the berries from which coffee is extracted. The two main cultivated species,  Coffea canephora(also known as  Coffea robusta) and  C. arabica, are native to subtropical Africa and southern Asia. Less popular species are  C.liberica,  excelsa,stenophylla,  mauritiana, and  racemosa. They are classified in the large family  Rubiaceae. They are  evergreen  shrubs or small trees that may grow 5  m (15  ft) tall when unpruned. The leaves are dark green and glossy, usually 10–15  cm (4-6  in) long and 6  cm (2. 4  in) wide. Clusters of fragrant white flowers bloom simultaneously and are followed by oval berries of about 1. 5  cm. Green when immature, they ripen to yellow, then crimson, before turning black on drying. Each berry usually contains two seeds, but 5–10% of the berries  have only one; these are called  peaberries. Berries ripen in seven to nine months. Cultivation Coffee is usually propagated by seeds. The traditional method of planting coffee is to put 20  seeds in each hole at the beginning of the  rainy season; half are eliminated naturally. A more effective method of growing coffee, used in Brazil, is to raise seedlings in nurseries, which are then planted outside at 6 to 12  months. Coffee is often intercropped with food crops, such as corn, beans, or rice, during the first few years of cultivation. [pic]. Map showing areas of coffee cultivation: r:Coffea canephora m:Coffea canephora  and  Coffea arabica a:Coffea arabica Of the two main species grown, arabica coffee (from  C. arabica) is considered more suitable for drinking than robusta coffee (from  C. canephora); robusta tends to be bitter and have less flavor but better body than arabica. For these reasons, about three-quarters of coffee cultivated worldwide is  C. arabica. However,  C. canephora  is less susceptible to disease than  C. arabica  and can be cultivated in  environments  where  C. arabica  will not thrive. Robusta coffee also contains about 40–50% more caffeine than arabica. For this reason, it is used as an inexpensive substitute for arabica in many commercial coffee blends. Good quality robustas are used in some  espresso  blends to provide a better foam head, a full-bodied result, and to lower the ingredient cost. The species  Coffea liberica  and  Coffea esliaca  are believed to be indigenous to  Liberia  and southern  Sudan, respectively. Most arabica coffee beans originate from either  Latin America,  eastern Africa, Arabia, or Asia. Robusta coffee beans are grown in western and  central Africa, throughout  southeast Asia, and to some extent in Brazil. Beans from different countries or regions can usually be distinguished by differences in flavor, aroma,  body, or acidity. These taste characteristics are dependent not only on the coffee’s growing region, but also on genetic subspecies (varietals) and processing. Varietals are generally known by the region in which they are grown, such as  Colombian,  Java  or  Kona. Production Brazil  is the world leader in production of green coffee, followed by  Vietnam  and  Colombia  the last of which produces a much  softer coffee. |Top twenty green coffee producers  Ã¢â‚¬â€ Tonnes (2007) and Bags thousands (2007) | |Country |Tonnes |Bags thousands | |[pic]  Brazil |2,249,010 |36,070 | |[pic]  Vietnam |961,200 |16,467 | |[pic]  Colombia |697,377 |12,515 | |[pic]  Indonesia |676,475 |7,751 | |[pic]  Ethiopia |325,800 |4,906 | |[pic]  India |288,000 |4,148 | |[pic]  Mexico |268,565 |4,150 | |[pic]  Guatemala |252,000 |4,100 | |[pic]  Peru |225,992 |2,953 | |[pic]  Honduras |217,951 |3,842 | |[pic]  Cote d’Ivoire |170,849 |2,150 | |[pic]  Uganda |168,000 |3,250 | |[pic]  Costa Rica |124,055 |1,791 | |[pic]  Philippines |97,877 |431 | |[pic]  El. Salvador |95,456 |1,626 | |[pic]  Nicaragua |90,909 |1,700 | |[pic]  Papua New Guinea |75,400 |968 | |[pic]  Venezuela |70,311 |897 | |[pic]  Madagascar[note 2] |62,000 |604 | |[pic]  Thailand |55,660 |653 | |  Ã‚  World |7,742,675 |117,319 | Ecological effects [pic] [pic] A flowering  Coffea arabica  tree in a Brazilian plantation Originally, coffee farming was done in the  shade  of trees, which provided a habitat for many animals and insects. This method is commonly referred to as the traditional shaded method, or â€Å"shade-grown†. Many farmers switched their production method to sun cultivation, in which coffee is grown in rows under full sun with little or no forest canopy. This causes berries to ripen more rapidly and bushes to produce higher yields, but requires the clearing of trees and increased use of fertilizer and pesticides, which damage the environment and cause health problems. When compared to the sun cultivation method, traditional coffee production causes berries to ripen more slowly and produce lower yields, but the quality of the coffee is allegedly superior. In addition, the traditional shaded method is environmentally friendly and provides living space for many wildlife species. Opponents of sun cultivation say environmental problems such as deforestation, pesticide pollution,  habitat destruction, and soil and water degradation are the side effects of these practices. The  American Birding Association,  Smithsonian Migratory Bird- Center, Rainforest Alliance, and the  Arbor Day Foundation  have led a campaign for â€Å"shade-grown† and  organic coffees, which it says are sustainably harvested. However, while certain types of shaded coffee cultivation systems show greater biodiversity than full-sun systems, they still compare poorly to native forest in terms of habitat value. Another issue concerning coffee is its  use of water. According to  New Scientist, if using industrial farming practices, it takes about 140 liters of water to grow the coffee beans needed to produce one cup of coffee, and the coffee is often grown in countries where there is a water shortage, such as  Ethiopia. By using   sustainable agriculture  methods, the amount of water usagecan be dramatically reduced, while retaining comparable yields. Coffee grounds may be used for  composting  or as a  mulch. They are especially appreciated by  worms  and  acid-loving plants  such as  blueberries. *** CHAPTER – 3 TYPES OF COFFEE TYPES OF COFFEE Coffea Arabica | | |Scientific classification | |Kingdom: |Plantae | |(unranked): |Angiosperms | |(unranked): |Eudicots | |(unranked): |Asterids | |Order: |Gentianales | |Family: |Rubiaceae | |Genus: |Coffea | |Species: |C. arabica | |Binomial name | |Coffea arabica |. Coffea arabica is a species of coffee originally indigenous to the mountains of Yemen in the Arabian Peninsula, hence its name, and also from the southwestern highlands of Ethiopia and southeastern Sudan. It is also known as the â€Å"coffee shrub of Arabia†, â€Å"mountain coffee† or â€Å"arabica coffee†. Coffea arabica is believed to be the first species of coffee to be cultivated, being grown in southwest Arabia for well over 1,000 years. It is considered to produce better coffee than the other major commercially grown coffee species, Coffea canephora (robusta). Arabica contains less caffeine than any other commercially cultivated species of coffee. Wild plants grow to between 9 and 12 m tall, and have an open branching system; the leaves are opposite, simple elliptic-ovate to oblong, 6–12  cm long and 4–8  cm broad, glossy dark green. The flowers are white, 10–15  mm in diameter and grow in axillary clusters. The fruit is a drupe (though commonly called a â€Å"berry†) 10–15  mm in diameter, maturing bright red to purple and typically contain two seeds (the coffee ‘bean’). | | Distribution and habitat Originally found in the southwestern highlands of Ethiopia, Coffea arabica is now rare there in its native state, and many populations appear to be mixed native and planted trees. It is common there as an understorey shrub. It has also been recovered from the Boma Plateau in southeastern Sudan. Coffea arabica is also found on Mt Marsabit in northern Kenya, but it is unclear whether this is a truly native or naturalised occurrence. Yemen is also believed to have native Coffea arabica growing in fields. Cultivation Coffea arabica takes about seven years to mature fully and does best with 1- 1. 5 meters (about 40-59  inches) of rain, evenly distributed throughout the year. It is usually cultivated between 1,300 and 1,500 m altitude, but there are plantations as low as sea level and as high as 2,800 m. The plant can tolerate low temperatures, but not frost, and it does best when the temperature hovers around 20  °C (68  °F). Commercial cultivars mostly only grow to about 5 m, and are frequently trimmed as low as 2 m to facilitate harvesting. Unlike Coffea canephora, Coffea arabica prefers to be grown in light shade. Two to four years after planting Coffea arabica produces small, white and highly fragrant flowers. The sweet fragrance resembles the sweet smell of jasmine flowers. When flowers open on sunny days, this results in the greatest numbers of berries. This can be a curse however as coffee plants tend to produce too many berries; this can lead to an inferior harvest and even damage yield in the following years as the plant will favor the ripening of berries to the detriment of its own health. On well kept plantations this is prevented by pruning the tree. The flowers themselves only last a few days leaving behind only the thick dark green leaves. The berries then begin to appear. These are as dark green as the foliage, until they begin to ripen, at first to yellow and then light red and finally darkening to a glossy deep red. At this point they are called ‘cherries’ and are ready for picking. The berries are oblong and about 1  cm long. Inferior coffee results from picking them too early or too late, so many are picked by hand to be able to better select them, as they do not all ripen at the same time. They are sometimes shaken off the tree onto mats, which means that ripe and unripe berries are collected together. The trees are difficult to cultivate and each tree can produce anywhere from 0. 5–5  kg of dried beans, depending on the tree’s individual character and the climate that season. The real prize of this cash crop are the beans inside. Each berry holds two locules containing the beans. The coffee beans are actually two seeds within the fruit; there is sometimes a third seed or one seed, a peaberry in the fruits at tips of the branches. These seeds are covered in two membranes, the outer one is called the ‘parchment’ and the inner one is called the ‘silver skin’. In perfect conditions, like those of Java, trees are planted at all times of the year and are harvested year round. In less ideal conditions, like those in parts of Brazil, the trees have a season and are harvested only in winter. The plants are vulnerable to damage in poor growing conditions and are also more vulnerable to pests than the Robusta plant. Gourmet coffees are almost exclusively high-quality mild varieties of coffea arabica, like Colombian coffee. Arabica coffee production in Indonesia began in 1699. Indonesian coffees, such as Sumatran and Java, are known for heavy body and low acidity. This makes them ideal for blending with the higher acidity coffees from Central America and East Africa. Coffea canephora | | |Scientific classification | |Kingdom: |Plantae | |(unranked): |Angiosperms | |(unranked): |Eudicots ||(unranked): |Asterids | |Order: |Gentianales | |Family: |Rubiaceae | |Genus: |Coffea | |. Species: |C. canephora | |Binomial name | |Coffea canephora | Coffea canephora (Robusta Coffee Coffea robusta) is a species of coffee which has its origins in central and western subsaharan Africa. It is grown mostly in Africa and Brazil, where it is often called Conillon. It is also grown in Southeast Asia where French colonists introduced it in the late 19th century. In recent years Vietnam, which only produces robusta, has surpassed Brazil, India, and Indonesia to become the world’s single largest exporter. Approximately one third of the coffee produced in the world is robusta. Canephora is easier to care for than the other major species of coffee, Coffea arabica, and, because of this, is cheaper to produce. Since arabica beans are often considered superior, robusta is usually limited to lower grade coffee blends as filler. It is however often included in instant coffee, and in espresso blends to promote the formation of â€Å"crema†. Robusta has about twice as much caffeine as arabica.

Ethnicity and Religion Essay

This compared with around 45% of Hindus and Sikhs. In contrast, only 11% of white people described themselves as belonging to the Church of England. Amongst Muslim men over the age of 35, four in five reported that they visit mosque at least once every week. Data from the 1991 census demonstrates that Britain is ethnically diverse, there is a wide range of ethnic groups with different religious affiliations, and there are more ethnic groups than identified in the census data Modood and Berthoud (1997) analysed the 1991 Census data on ethnicity they suggest that ethnicity comprises: 1. Subjective identification: with which ethnicity do I and my group identify? 2. Religious identification; to what extent does it help construct ethnicity? A number of general points can be made about religious affiliation among ethnic minority groups; that is, those people comprising the 5. 49% of the population identified in the Census as non-white. Most ethnic groups are more religious than the majority of the population. The table below shows the results of a survey conducted in Britain which asked respondents to state their religious affiliation

Management and Organizational Ethics Essay Example | Topics and Well Written Essays - 500 words

Management and Organizational Ethics - Essay Example This is ethically right regardless of its costs and consequences. Actually, BBC, (2012) records that, â€Å"Deontological (duty-based) ethics are concerned with what people do, not with the consequences of their actions.† However, this has not been easy for me subject to the temptations resulting from the convenience and money-saving aspect that comes with downloading music from the prohibited websites. Indeed, despite the knowledge of the adverse effects of such unethical behaviors am always under pressure to do it. However, am aware that if I adhere to my responsibility of obliging to the legal proclamation of music copyright owners and consequently buy CDs from legal stores and outlets, that way I would be adding more benefits to the music industry and securing my nation from terrorism (Dan, 2006). Nevertheless, more than often, I find myself collaborating with a crime to infringe on others efforts thus benefiting myself at their expense. Hence, after failing to establish an effective and consistent commitment to ethical behavior, I feel that I should re-evaluate my policy in order to overcome the challenges on my way. Indeed, Hardin (2006) reckons that â€Å"commitment requires action or series of action and will often lead to success.† As such, since my conscience convinces me that what I am doing is ethically wrong despite the inherent benefits that I derive from it, I must, therefore, redefine my policy to ensure that I strictly abide with the set rules governing the music industry. Most importantly, I know that peer pressure affects my pursuit in this endeavor since all my friends feel nothing about this unethical behavior (Dordrecht, 1992; Arrington, 2009). As such, for me to succeed I must change my friends or at least avoid them during leisure times and holidays. This will reduce the pressure to download such music as my friends usually do it as a hobby.

Management work has been researched through a large number of studies Essay

Management work has been researched through a large number of studies using a wide range of methods over the last four or to fiv - Essay Example Katz, Henri Fayol and Henry Mintzberg, who conducted studies independently at different times in history. It also tries to understand what the management of a company needs to do. Robert Katz’s views on management Robert L. Katz conducted extensive study in the field of management. Based on the results of his studies as well as direct scrutiny of managers at the place of work, he concluded that there are three vital expertises that every manager should have: cognitive abilities, technical knowhow and interpersonal qualities (Katz, 1974; Virkus, 2009; Sutevski, 2009; SAGE Publications, 2014). Cognitive abilities Cognitive abilities collectively refer to the aptitude of a manager. They refer to the capability to consider and rationalise both theoretical and intricate scenarios. They also refer to a manager’s capacity to understand and apply thoughts and proposals. Cognitive abilities of a manager may include the ability to generate innovative thoughts, create concepts, as sess difficult circumstances and provide effective solutions. Together, these abilities allow a manager to comprehend and make a better decision about the steps to be taken for a particular situation. Managers with cognitive abilities can connect better with a company’s philosophies, working mechanism, strengths, weaknesses, opportunities and threats; and generate practical plans of action. Cognitive abilities are crucial to managers who sit at the top of the organisational hierarchy and are faced with difficult situations such as, complying with governmental regulations, managing acquisitions and assessing competitor’s business mode. Technical know-how Technical know-how refers to the knowledge and degree of proficiency that a manager has in his/her particular line of work. It helps a manager to complete the job in a smooth and efficient fashion. Technical know-how not only refers to the ability to operate and use equipments and complex electronics, but also the acade mic qualifications, in-depth theoretical understanding and previous job experience, which will interact together and decide how good the person is at the job assigned. Strong technical know-how is critical for Level-1 executives such as, supervisors. As a manager jumps up higher in the organisational hierarchy from the base level, technical know-how becomes less and less important, since the scope for practical application of such knowledge becomes severely limited. Examples of technical knowhow may include proficiency in software applications, number-crunching abilities and highly specialised expertise to sell products. Interpersonal qualities Interpersonal qualities of a person refer to the ability to connect with senior managers, fellow executives, juniors and subordinate employees and maintain a healthy work environment; provide leadership to the team and help achieve objectives; keep the employees focussed and motivated; help them acquire skills and qualities required for their jobs; and measure and monitor their quality of work. People with high interpersonal qualities can bond with others, collaborate and achieve high quality work and prioritise company’s visions and objectives over personal issues. Interpersonal qualities are a must-have for all executives of a company, regardless of their position in the

Food Accessibility in Urban Communities Essay Example | Topics and Well Written Essays - 1250 words

Food Accessibility in Urban Communities - Essay Example They assert that these systems have caused environmental, social, and economic implications. Overview of the policy paper This is a synopsis of discussion paper number 3 on â€Å"Access to Food in Urban Communities†. The paper highlights the main obstacles to food accessibility by the urban residents; therefore, implementing the possible solutions to those obstacles. It discusses how economic factors may present obstacles to the accessibility of healthy foods. It also confers the main issues that face urban food production. Furthermore, it addresses the explanations on why it is tricky for urban communities to access local foods and information concerning healthy foods (Access to Food in Urban Communities, 2011 p. 3). According to this discussion paper, food is a commodity; therefore, there should be a non-market manner of distributing it, as many cities in Canada depend on market activity for them to access healthy foods. The discussion paper asserts that everyone has a right to access healthy foods but most people in urban communities fail because of diminishing funds. In urban communities, accessing healthy food is a chief problem because of economic barriers; furthermore, urban residents having fewer opportunities of practicing urban farming and due to lack of educational programs to teach urban residents on approaches to improve food accessibility (White 2007 p.100). This discussion paper also deliberates ways, which can help residents with low income to access healthy foods and how introduction of urban agriculture can enhance accessibility to inexpensive and healthy food. The challenges that this discussion paper highlights include the issue of gender inequality in the market place. Furthermore, many people believe that city land is not for farming. Therefore, the paper recommends that there should be improvement of food programs for the urban communities in US and other relevant areas. These programs should encourage farming in urban centers. Fro m this discussion of paper number 3, my research will focus on the method of improving healthy food accessibility by the low-income urban communities (Access to Food in Urban Communities, 2011 p. 5). Literature Review In 1960s, most of the white people who inhabited urban localities vacated to their homes in suburbs, which negatively affected the production of healthy foods in cities (Bolen & Hecht, 2003 p. 4). Food outlets, which were offering healthy and affordable foods, also vacated hence, leading to distribution of unhealthy and expensive foods in cities. Numerous urban families have a meager income, which makes them incapable of accessing local healthy foods, hence, disabling them from balancing their diets (White 2007 p.101). Furthermore, these individuals have less transportation opportunities, which force them to purchase their foods from local cafes and corner shops that sales unhealthy foods. In addition, these food joints are in poor conditions and, they sell their edibl es expensively (Rose, 2010, p. 1168). Urban residents should also raise funds to support urban farming, and encourage their fellow dwellers to participate in it. White (2007, p. 104) states there are barriers that prevent pitiable individuals worldwide from accessing organic and local foods. These impediments encompass the financial problems, as the main obstacle blocking the low-income individuals from purchasing healthy foods are their cost (Burns, Bentley, Thornton &

Introduction to the Internet and E Business- H1 Essay

Introduction to the Internet and E Business- H1 - Essay Example E-Business means running an online business in order to improve productivity of the business. In today’s world, almost every business needs to have an online presence to attract customers. Website is the most popular platform for internet marketing. Our company, Home Delights will also make use of a website for marketing purposes. Holub (2005) asserts, â€Å"One of the easiest ways to help your business gain more exposure and potential customers is to have a professionally developed website†. E-Business model is a set of planned activities used by a company to generate profitable growth of the revenue using internet technology. Home Delights can make use of Business-to-Customer (B2C) model to increase its profits. Advertising, referral fee, and subscription charges will be the main sources of revenue generation. The first model, which will be used by our company, is Comparison-Pricing model. Comparison-Pricing model will help the customers find the most suitable catering company from a variety of companies through polling. Demand-Sensitive model will enable a group of customers to get a group discount on using the services of Home Delights. There are many methods through which Home Delights can make use of internet technology to sell its services to the customers. Some of the most popular ways include web marketing, classified ads, selling through company’s website, and selling through email marketing. Some other uses of the internet which can benefit our company include online chat and email system to improve the customer service, advertising through internet to enable the business reach international market, and providing complete information about the company on the internet to increase credibility of the business. The first company, Eatable Delights Catering, provides a variety of catering services to the customers. The services include party arrangements, wedding

Casinos in Nevada Research Paper Example | Topics and Well Written Essays - 2500 words

Casinos in Nevada - Research Paper Example The first influence comprised of the regulation of The Institute of Internal Auditors (IIA) and the International Standards for the Professional Practice of Internal Auditing (Standards) which support the effective accomplishment of the duties in accordance with the guidance laid by the acts governing them. The second influence refers to the authoritarian failure to notice, whether an obligation or a proposal from the supervisory bodies, that an official scheme of in-house controls is implemented, which takes into account the various prerequisites which a certain type of an in-house assessment task is executed at a casino. In several jurisdictions the measures adopted and implemented by the internal audit systems are exclusively governed by such directives. The third and ultimate influence refers to the sustained participation of blatantly dealt casino corporations, which fall under the directive of the Securities and Exchange Commission (SEC) as proprietors or workers of the various functions related to the casino. Given that the IIA's Standards direct all assessors, irrespective of the industry to which they belong, this paper focuses on the key influences which govern the money management and accounting part of the casino industry with respect to the Nevada casinos against the background of the regulation 6A and Title 31 acts1. 2. Brief Background Gaming is the one of the chief 'money-making' businesses in the State of Nevada which is also incidentally a major contributor of large amount of returns to the state. The economic accomplishment of the industry is hence, reliant on the successful and methodical licensing of individuals as well as institutions involved in the industry within the State. The contemporary age of gaming can be traced back to its origins in the early 1931 period, with the implementation of the "wide open gaming bill" in Nevada. During the early 1950s, the endeavors to establish strong controls over the industry were accelerated and enhanced. This involved a detailed and in-depth study of the casinos in Nevada ultimately translating into the establishment of the gaming regulatory body which was set up to sanction and manage the swiftly growing industry. The Nevada Gaming Control Board was eventually set up to legalize and sanction the day to day functions of the casinos, together with the compilation, calculation, and settlement of the day to day gaming proceeds besides upholding the veracity of the games on the casino floor2. The Nevada Gaming Commission is entrusted with the responsibility of managing punitive issues and ratifying gaming regulations within the state of Nevada3. As each state or ethnic venture has characteristically formed an authoritar ian structure with the introduction of gaming, there is a simultaneous introduction of a wide range of practices and audit requirements. While every gaming regulatory organization characteristically comprises of numerous sections, there are three most important divisions with which internal

Project Management for Information Technology Assignment

Project Management for Information Technology - Assignment Example The applications as well as the limitations of these two models in the aspect of information technology project management are also considered. The examples of information technology projects are taken from two companies, namely Google Inc. and Microsoft Corporation and the role of culture in the success or failure of these projects are discussed and analysed. It is identified that both Google Inc. and Microsoft Corporation are extremely mature companies in terms of project management as well as in the use of information technology systems. The analysis of the examples of information technology projects in these two organizations establish that culture plays an important role in the management of different types of information technology projects. The analysis also indicates that a supportive culture is necessary for the short term as well as the long term success of these kinds of projects. The examples show that the complexity associated with the information technology projects can be managed to a high degree through the development of an appropriate culture within the organization and among its members. The report is concluded by summarizing the overall findings from the analysis of the theories and examples. Organizational culture has emerged as an important perspective in the modern business world. The role of organizational culture has been highlighted in the recent years due to many organizations experiencing issues and fallouts due to discrepancies in their project management and their respective cultures. On the other hand, a majority of the successful companies across the world are identified to have focused extensively on integrating culture in their organizational functions and capabilities. Corporate culture is also an important influencing factor in the way in which information technology projects are managed in a company. It has been identified that when an information technology project fails,

Operations Management Essay Example | Topics and Well Written Essays - 2000 words - 5

Operations Management - Essay Example Market segmentation process involves the identification and grouping of similar needs of the market. Segmentation than helps the marketing team in devising better marketing plan for different groups and better satisfying their needs. Derby Castle is a historical monument of UK. The marketing team has the task of inviting attention of more and more people towards the interesting features of this castle so that they feel like visiting this monument again and again. This will help in good revenue generation and will help in the maintenance of this castle. It is highly likely that different set of people come here with different purposes. For example a team of school children would love to play in the sprawling green lawns the whole day while a research scholar will spend his day in studying the architecture and other historical features. Visitors to Derby Castle can be categorized as;†¢Ã‚  Researchers: This segment prefers to learn about the historical facts, architectural features etc. †¢Ã‚  Students: This segment too could be here on a learning mission or may just be here on a picnic tour. But the ‘learning’ needs of students are vastly different from ‘research’ needs of researchers.†¢Ã‚  Art Lovers: This segment is more interested in the artistic features of Derby castle.†¢Ã‚  Young Couple: Youth desirous of spending some solitary moments in the company of their chosen ones can make use good use of the gardens of the Castle.General tourists happen to be on a sightseeing spree. For them attractive features i.e.

Descartes Essay Example | Topics and Well Written Essays - 500 words - 1

Descartes - Essay Example He doubted everything even the existence of God, nevertheless he considered atheists as the benighted people (Watson, 226). Descartes claimed that sense of perception could be the source that definitely should be doubted as our feelings was subjective dimension of sensation. He was perturbed that people had regarded senses as a basic source of beliefs. It was constant for Descartes that only approved facts could be seen as general truth in the world. Philosopher declared â€Å"if I wanted to establish anything at all in the sciences that was stable and likely to ask† and â€Å"I want to discover any certainty† (Dicker, 1). That statement was viewed as Descartes’ goal due to the perspective of Method of doubt discovered by him. All knowledge was examined as related one and they needed to be built on solid and reliable facts from our field of experience. Descartes represented undeniable example of his respectful ideas. He argued that the process of thinking was cogent one as this was continuous proceeding. Such implication was related to every subsisting person. â€Å"Cogito, Ergo Sum† that means â€Å"I think therefore I am† was considered to be Descartes principal notion (Watson, 232). What was more a big number of his investigations were constructed on this profound idea. He intended to accomplish the idea that no existence without factual confirmation was occurred in our dimension. Investigations in the field of philosophy regarded Descartes’ ideas as rather skeptic ones. They sounded radically and unilaterally in some perspectives that was why the concept of skepticism regarded as characteristic to Descartes’ philosophical notions. It should be mentioned that veiling of skepticism was present in his thinking. However, Descartes himself did not regard his concepts as skeptical ones and claimed that he â€Å"had refuted

A View From The Bridge Essay Example for Free

A View From The Bridge Essay Arthur Miller wrote A View from the Bridge in 1955. The structure of this play is relatively straightforward. It is set in the late 1940 amoung the Sicilian community in Brooklyn, New York the slum that faces the bay on the seaward side of Brooklyn Bridge. It is said to be a modern version of a Greek tragedy with its powerful speeches and references to fate. A lawyer, Alfieri re-tells his account as he oversee the events that take place. There are six main characters, five of which that live in the Carbones household. It is in this houses dining room where the main focus of the action occurs. The street outside the Carbones home in also where the action happens, this is represented so the audience are made aware of both the public and private affairs in which the action in set, also it allows us to see the Carbones as part of the wider community, especially towards the end of the play where their private tragedy becomes into the public eye. Throughout this essay I will discuss how Arthur Miller makes the end of act one interesting for his audience. Eddie Carbone is at heart a simple, generous, straightforward man who works on the pier when there was work and he takes his pay home to feed his wife Beatrice and niece Catherine. However this is the public context, this is the personality that Eddies neighbours and friends see, whereas in the private context, which the audience reveal early on into the play, we discover Eddies obsession towards his niece Catherine, whose maturity and need for independence is growing. However the more Catherine wants her independence and to experience the world Eddies protectiveness grows more and more into a fixation to keep her near him. Will Eddies emotions take over? Beatrice Carbone is Eddies wife; she is a loving, caring wife to Eddie. Beatrice is Catherines key to open the locked doors of reality kept locked by Eddie. She is a typical wife; she cooks, cleans and looks after her family. Throughout the play we establish Beatrices concern about Eddies feelings towards his niece Catherine develop, also we unravel Beatrices jealously towards Eddie and Catherines relationship. Catherine Carbone is the niece to Eddie and Beatrice. She is a young loving girl of seventeen who is eager to experience the world, she is a loving young girl who will lighten up any heart she comes across, however she has no experience of life in the real world and the only thing stopping her discover this is her uncle Eddie. Catherine is unaware of Eddies feelings towards her as she is naive about relationships, and has been influenced by Eddie all her life, and he has always been there for her. Marco and Rodolfo are the cousins of Beatrice that once lived in Italy, which also have illegally come into America to find work to make a decent wage. Marco is the stronger and more focused brother; he is responsible and has a strong sense of justice. The audience clearly can see that Marco thinks before he acts, as he doesnt want Eddie to get upset and kick them out, he tells Rodolfo not to behave in the manner that will upset Eddie. Whereas Rodolfo is the attractive, humorous, talented cousin that Catherine rapidly falls in love with and Rodolfos love for Catherine is genuine and very powerful. However the roles between the brothers soon change as at the end of the play we see Rodolfo have the vision that sees what terrible consequences will become of Marcos actions and Eddies battle of will. This shows the audience how Rodolfo is a sensitive, intelligent man who feels a sense of responsibility for those he cares about. Alfieri is a narrator, observer and also a character in the play itself. The play opens with Alfieri introducing himself and the time at which the play is set, by the end of Alfieris first speech, the audience distinguish that there will be a tense situation leading to a bloody conclusion, although Alfieri can sense this terrible event he is powerless to prevent the incident occurring. He opens into graphic detail about past bandits and murders and about how justice is very important to the Italians. The community is the gullet of New York, which is swallowing the tonnage of the world. This sentence is relatively ironic seeing that Red Hook is a fishing town and tonnage is another word for cargo. Alfieri also expresses an intriguing statement, now we settle for half. this declaration gives the impression that in this Italian community pride and justice is fierce and that no one will settle for half of what they believe is right. Alfieri makes this statement in the past tense leaving the question did the events that Alfieri witness determine whether people settle for half. Alfieri also provides the audience with information and advice throughout the play and most of all explains the law and its boundaries. He also informs us that the law is limited and isnt able to deal with every human problem. Act one is where all the tension builds up which later on leads to a tragic end in act two. In act one we learn of Eddies abnormal feelings towards Catherine, and Beatrices noticeable jealously towards Catherine and Eddies bond. The play introduces us to a normal household, with a loving atmosphere, however this quickly changes on the arrival of Beatrices cousins from Italy, Marco and Rodolfo, this is also when we discover characters inner feelings. As Rodolfo rapidly falls in love with Catherine, and his genuine love is returned by her true love, Eddies calm loving personality disappears and he becomes indestructible and obsessive about his feelings towards Catherine, as he realises he is not her number one man in her life anymore.

Homework on essay Essay Example for Free

Homework on essay Essay 1. What is the new concept of education? For more than decades now, our constant contact with the Americans transformed us and led us to the evolution of our public schools and democratic institutions which then, in turn, developed in us our national consciousness in strength and in solidarity. It gave rise to a new concept of education which is deemed as the training of an individual for the duties and privileges of a citizen not only for his own happiness and efficiency, but also for his contribution to the national sphere at large. As the State’s primary responsibility is to provide for the education of every member of the society, it follows that an educated Filipino must possess three characteristics as enumerated by Francisco Benitez in his essay â€Å"What is an Educated Filipino? † 2. According to the author, what is the first quality should distinguish the educated Filipino? First is the power to do which embraces not only the ability of the Filipinos to produce material goods but also the valuable services rendered to society through institutions such as the home, the school, the church and the government. This is best exemplified by a mother who takes good care of her family. 3. What should be the second quality of an educated Filipino? Second, a Filipino is one who is distinguished not only by one’s knowledge of the world’s progress but also and more importantly by one’s understanding of one’s race, people and country – the ideals and morals that are cherished herein. How can a Filipino claim to call himself educated when he has conquered the world yet he is ignorant of his own culture and origin? 4. What should be the third quality of an educated Filipino? The third is that the educated Filipino is one who is deep-rooted in one’s speech and conduct. One must put into practice those elements recognized as concomitant to culture and morality. Hence, one makes use of such elements for one’s growth as an individual and for a nation’s development as a whole. 5. Which of the three qualities do you consider the most important? The third quality, because the Filipino must have ingrained in his speech and conduct those elements that are everywhere recognized as accompaniments of culture andmorality, so that, possessing the capacity for self-entertainment and study, he may not be at the mercy of the pleasure of the senses or a burden to himself when alone. 6. What are the other qualities would you like to add for the betterment of the Filipinos today?

Volumetric Analysis to Find Concentration of Acid

Volumetric Analysis to Find Concentration of Acid A. Dilshan Jayawickrama Introduction: Volumetric Analysis is a quantitative method and which deals with the volume of a particular substance used in the analysis. However in volumetric analysis most important factor is the volume. Here the volumetric analysis is proceed with known amount of solutions. But, concentrations of both the solution has not been mentioned since it is done to find out the concentration of known acid or a base. When adding known concentration solution to unknown concentration solution drop wise will result a color change at a point and this procedure called Titration. In volumetric analysis there are 5 main types as acid base titration, redox titration, precipitation titration, complexometric titration and iodometric titration (Datta and Johar, 2014). Titration is the process of observing the color change of mixed solution when known concentration solution is added to unknown concentration solution. Titrant is the solution in volumetric analysis whose concentration is known. Titrand is the solution in volumetric analysis whose concentration is to be found. (Solution with unknown concentration). Indicator is the substance used to observe the color change of the resulting solution. Equivalence point is the point which will show the color change of the resulting solution for the first time when adding solutions from burette drop wise. End point is the point at which the color change will not be disappeared and stay permanently. Phenolphthalein is used because it is slightly acidic and it can detect the pH range of 8.3 to 10.0 resulting color change colorless to pink. Phenolphthalein is insoluble in water where it is soluble is alcohols. (Matthews, 2003). Color change of Indicators (Phenolphthalein) (Pradeep and Dave, 2013) Preparation of 0.1moldm-3 of NaOH Took 10.0ml of NaOH (1moldm-3) to the graduated pipette using pipette filler and introduced it into the volumetric flask whose volume is 100ml. Then diluted the solution up to 100ml by adding distilled water until the lower meniscus of the diluted NaOH solution to tally with the ring mark present on the volumetric flask. Acid Base Titration is carried out to find the concentration of an acid or a base by neutralizing the acid or the base of which the concentration is unknown. The burette should be filled with the Base (known concentration solution) and the titration flask should contain the acid which the concentration is to be determined. Then three drops of indicator, phenolphthalein should be added to the titration flask, because the phenolphthalein will leads towards the color change in the resulting solution. In the titration above, the acid which has the unknown concentration is HCl and the base which has the known concentration is NaOH. When NaOH added with HCl, it results NaCl with H2O. Sodium hydroxide + Hydrochloric acid Sodium Chloride + Water NaOH + HCl NaCl + H2O After setting up the equipment, the titration is carried out by allowing base from burette to fall into the acid drop wise and should observed the resulting solution very carefully until it occurs the color change. At some point, when the NaOH drops falls into the HCl solution will result pink color due to phenolphthalein and that pink color is not permanent since it disappears. When observing the pink color for the first time, it will be the equivalence point. Then the test should be carried out so on until pale pink color will remain without disappearing and it is called the endpoint of the titration. Once endpoint is reached, tap of the burette should close soon and get stop the titration. Then tabulate the reading by repeating the experiment at least three times to get three readings. Finally calculate the concentration of the unknown solution by putting the reading into the basic equations of chemistry. Objectives: The objective of this practical is to find out the unknown concentration of an acid or a base by Volumetric Analysis which is a quantitative analytical method. Materials: Volumetric Flask Burette Funnel Graduated Pipette Transfer pipette Beakers Hydrochloric Acid Sodium Hydroxide Phenolphthalein Burette Holder Titration Flask Pipette filer Distilled Water Methodology: First the graduated pipette was washed with a small amount of Sodium Hydroxide (NaOH). Then the filled sodium hydroxide was discarded and 10.0 ml of NaOH was filled to the graduated pipette using pipette filler and transferred to a volumetric flask. A little amount of distilled water was poured into the volumetric flask and swirled. Then more distilled water was added up to the volumetric flask till it rises up to the ring mark and lower meniscus balanced. Cleaned the burette with small amount of NaOH. After that the burette was fixed vertically to the burette holder and the burette was filled up to 0.00ml mark. Then the graduated pipette was washed with some (Hydrochloric) HCl acid to clean up. After cleaning the graduated pipette by HCl acid, it was filled with HCl acid whose concentration is to be found, exactly up to 10.0 ml with the help of pipette filler. Then 10.0ml of HCl acid was introduced to the titration flask and three drops of phenolphthalein was directly put into HCl acid in the titration flask without let it touching the glass of the titration flask. After that, placed the titration flask under the burette which was fixed to the holder. The tap of the burette was slowly opened to release the NaOH drop wise into the titration flask, then at one place, the NaOH drops when fall into the HCl acid will show some pink color dot for the very first time, and that point will call as the equivalence point of the titration. Then the tap was adjusted slowly to reduce the rate at which it release NaOH drops. Few seconds later at a point the pale pink color can be seen which is permanent, and that point is called the end point. Then closed the tap of the burette and the volume of NaOH which has been used to neutralize the acid is recorded. After recording the first reading continued the practical two more times to get another two readings. Results were tabulated. Results: The experiment is carried out for three times to get three readings and reading taken at each test has been tabulated below. Average volume = 32.10cm3 + 34.00cm3 + 35.20cm3 3 = 33.76 cm3 Discussion: Titration is the process of determining the concentration of unknown solution when two solutions are put into to neutralize. A chemical reaction has been used for this purpose and the reaction should be fast and should be a complete reaction. The titration should have a determinable equivalence point and an endpoint. We used HCl and diluted NaOH (0.1moldm-3) in this titration process and the indicator used is phenolphthalein which can cover a range of 8.3 to 10.0 pH value. Here, the indicator is acting like a signal showing where to stop the titration at endpoint. When NaOH added with HCl, it results NaCl with H2O. Sodium hydroxide + Hydrochloric acid Sodium Chloride + Water NaOH + HCl NaCl + H2O Actually the endpoint is the neutral point where acid and base get neutralized. For this reaction, Ionic equation is: H+ + OH H2O Here at the endpoint in first titration, the whole resulting solution turned into pale pink color, but other two reading were too far apart due to some errors. The errors which may lead to deviate the readings may be: Improper calibration of glass wares Misreading the volume in graduated pipette Using of contaminated solutions Using of solutions with wrong concentrations Using indicators in wrong amounts Using impure glass wares Not transferring the proper volume and not taking the proper volume Not filling up the burette properly Using wrong solutions since all looks same (colorless) Sometimes it can be due to the usage of contaminated solutions because taking the pipette for the next test without washing. It can be due to the way which cleaned the pipette after using once. Sometimes the titration results can alter due to human errors such as difficulty with reading the burette value or sometimes hand glows can have some drops of some other solutions and get dropped to the test which is going on. As the first reading 32.10cm3 was a successful effort, but still the test 02 (34.00cm3) and test 03 (35.20cm3) was unsuccessful due to those errors. Sometimes the color change was so rapid change and unable to stop the tap of the burette on time. Conclusion: The concentration of the unknown was determined by using titration process and by the known value for the other solution. Calculation should be carried out in order to get the final answer to determine the unknown concentration of HCl. Calculation: Average volume = 32.10cm3 + 34.00cm3 + 35.20cm3 3 = 33.76cm3 Assumption: Number of moles remain unchanged Therefore by using, C1V1 = C2V2 0.100moldm-3 x 0.100dm-3 = C2 x 0.033dm-3 C2 = 0.100moldm-3 x 0.100dm-3 0.033dm-3 C2 = 0.30moldm-3 THE UNKNOWN CONCENTRATION OF HCl IS 0.30moldm-3 Reference: Pradeep, D.J. and Dave, K. (2013) ‘A Novel, Inexpensive and Less Hazardous Acid-Base Indicator’, Journal of Laboratory Chemical Education, 1(2), pp. 34-35. [Online] DOI: 10.5923/j.jlce.20130102.04 (Accessed 30 October 2014). Matthews, P. (2003) Advanced Chemistry. New Delhi: Cambridge University Press. Datta, S.C. and Johar, N.K. (2014) Undergraduate Chemistry. New Delhi: Anne Books Pvt.Ltd.

Prevent Pollution :: essays research papers

All time-management courses boil down to one basic piece of advice: set priorities and allocate the bulk of your time to tasks that are crucial to meeting your goals. Minimize interruptions and spend big chunks of your time in productive and creative activity. Unfortunately, current information systems encourage the opposite approach, leading to an interrupt-driven workday and reduced productivity. Here are six steps to regaining control of your day: Don't check your email all the time. Set aside special breaks between bigger projects to handle email. Don't let email interrupt your projects, and don't let the computer dictate your priorities. Turn off your email program's "Biff" feature (the annoying bell or screen flash that notifies you every time an email message arrives). If you're using Microsoft Outlook, go to Tools > Options > Preferences > E-mail Options and uncheck "Display a notification message when new mail arrives." Don't use "reply to all" when responding to email. Abide by the good old "need to know" principle that's so beloved by the military and send follow-up messages only to those people who will actually benefit from the reply. Write informative subject lines for your email messages. Assume that the recipient is too busy to open messages with lame titles like "hi." Create a special email address for personal messages and newsletters. Only check this account once per day. (If you're geekly enough to master filtering, use filters to sort and prioritize your email. Unfortunately, this is currently too difficult for average users.) Write short. J. K. Rowling is not a good role model for email writers. Avoid IM (instant messaging) unless real-time interaction will truly add value to the communication. A one-minute interruption of your colleagues will cost them ten minutes of productivity as they reestablish their mental context and get back into "flow." Only the most important messages are worth 1,000 percent in overhead costs. What Companies Can Do At the corporate level, we need to implement four more steps: Answer common customer questions on your website using clear and concise language. This will save your customers a lot of time -- thus making you popular -- and will keep them from pestering you with time-consuming phone calls and emails. User test your intranet. Clean it up so that employees can find stuff faster, and make the intranet homepage their entry point for keeping up on company news and events.

King Nebuchadnezzar II :: History

King Nebuchadnezzar II Nebuchadnezzar II was a Babylonian king around 605 B.C. and was the second king in the Chaldean dynasty. He was born in 635 B.C. and died in the October of 562 B.C. He became King in 605 B.C. 3 weeks after his father’s death. He was 30 years old when he became king and reigned for 44 years. When he died his son, Amel-Marduk took over the throne. He wasn’t only a great king but a great warlord. He is known for conquering Jerusalem, deporting the king of Judah, Jehoiakim, and many of Jehoiakim’s people to Babylon. He and his father Nabopolassar commanded an army together north of Assyria. When he lead a campaign against the Egyptians and came back victorious, Babylon became the most powerful military force in the Middle East. When he was 25 he started acting as a military administrator. One year after his crowning he gets the oath of submission from the rulers of the local states in Syria and Palestine. When Nebuchadnezzar gets his first serious military defeat which was when he was fighting an Egyptian army, it weakened him politically and many of the states withdrew their oaths of submission. His other main achievements were revitalizing Babylon, rebuilding the temple of Marduk and a nearby ziggurat. The Median Wall was built under the reign of Nebuchadnezzar. The Ishtar Gate, one of the eight gates of the inner city of Babylon, was also built during the reign of Nebuchadnezzar II. King Nebuchadnezzar II of Babylon dedicated the great Ishtar Gate to the goddess Ishtar. It was the main entrance into Babylon. His most famous achievement was creating the Hanging Gardens of Babylon, one of the seven wonders of the ancient world. Some people think that King Nebuchadnezzar built that gardens for his homesick wife from Medes. A historian in 450 B.C. named Herodotus wrote that the Hanging Garden outer walls had â€Å"a 56 mile length, a 80 foot thickness, and a 320 foot height†, but archaeologists claim that it’s outer walls had about a length of 10 miles and not nearly as high but still high enough to be very impressive. It was made with huge slabs of stone (stone was only used one other time in Babylon and that was on the north wall of the Northern Citadel). Within the walls there were fortresses and temples with huge statues of solid gold.

Raising kids :: essays research papers

The object of this study is to carry out a small scale investigation, based on the Hess et al (1980) study which was development expectations of children on of mothers in different countries. Factors that I shall be taking into consideration whilst carrying out the interviews include the participants’ race, cultural background and their socio-economic status. I will also address the significance of aspects such as child having siblings, being raised by a single parent or a first time parent(s). All the areas covered in this study may to some extent affect how a child is raised and also lend some explanation to the different views the parent has acquired about the relationship with their child A child may often learn from others around them, by copying or engaging themselves in similar behavioural patterns. Parents often tend to set boundaries of what is acceptable to them. Some of their views may be typical to others; others may be formed by a certain cultural demand. A child may discover the ability to carry out certain tasks at a particular age yet the parent may feel that their child should be doing that task before or after a certain age; indeed these aspects of parenting can cause great anxieties. Taking a look back at Hess et al’s study it can be seen by the statement cards that many parents often have different opinions or expectations on when their child should be able to do something, possibly in comparison to the behaviour of other parents with their children, or how they themselves have been raised. Parental influence on children is very important in the early stages of child development and as the children grow they will start to deal with things in the ir own way, compiling what they have been taught by parents with their own experiences and understanding of their background and social environment. In addition children’s own observations from their environment as well as their engagement with older and closer age children can often contribute to their learning from others for example in feeding and dressing themselves and other such activities, in doing so they are getting to grasps with different emotions and ultimately the art of human interaction. Children have the ability to resolve issues by learning to balance initiative against the demand of others. Development involves change and this goes for any of the stages in child development, but more crucial are the issues that affect the rate of a child’s development.

Coffee Shop Essay

The purpose of this marketing plan is to outline the complete marketing strategy, tactics, and programs for Dot. L Coffee (hereafter, â€Å"Dot. L†). Dot. L is a specialist Coffee Company that focuses on specialty coffee of Latte, coffee based products and foods as well. Dot. L is a new coffee shop in the river side district. Dot. L will be known for over 6 flavors of latte, coffee and coffee based products. In addition, light snacks and sandwiches will be offered to accompany the cappuccino and coffee based products. The cafe establishment will play modern music for ambiance and provide free wireless internet access for patrons to attract professionals in the nearby business areas. The mission of Dot. L is in the vanity of the city, Dot. L can bring you the ease of a precious. Dot. L will be unlike other cafes in that it will introduce customers to the different flavors of coffee and foods in a leisure non pressure environment. Furthermore, in a competitive market like Starbuck, Dot. L hopes to set itself apart by reaching out to those diversity flavors of latte without the high prices. The target market consists of two market segments: †¢ People who are deeply in love latte and people who hope have a relaxing time †¢ Business people from the downtown business centers and professional buildings Situation analysis is explored. This includes an overall marketing environment analysis for the company as well as more specific situation analysis such as competitor and customers action for the marketing analysis. An evaluation is conducted followed by an action plan outlining how to achieve the marketing objectives, which includes: promotion, price discounts, a bi-monthly newsletter, advertising in television and search for new channel partnerships. Company overview and the Mission Statement Dot. L will be a distinctive coffee shop which have own characteristics and culture that will serve the river side residential district. The coffee shop offers flavored latte and other coffee products, light snacks, foods and free wi-fi service for customer surfing on-line. The Dot. L primary place of operation will be located on the river side with nice view of Brisbane River. The business persons in the office building will add to the number of patrons and the circumstance their also can attract consumer to choose that place. There are plans to open additional locations after 3 years of operation. Dot. L will operate from Monday to Sunday. Monday thru Thursday, five employees will be working from 10 a. m. to 10 p. m. Friday and Saturday will work the same; however, three employees closing will work until 12 a. m. The cost for each full time labors might be 16 dollars per hour and the cost for part-time labors might be 9 dollars. The name of this coffee shop is Dot. L which means L refers to latte. Therefore latte as company core coffee products and latte art can be discovered in Dot. L. [pic] As stated in the company’s mission statement: Dot. L aims to be the cafe have own style and culture in Australia. In the vanity of the city, Dot. L can bring you the ease of a precious. Table of Contents Executive Summary2 Company overview and the Mission Statement3 Introduction6 Product Description6 Environmental Scan7 Economic environment7 Legal, political and regulatory environment8 Social and cultural environment8 Technological environment9 Competitor9 Market research10 Customers12 Marketing objectives and Market tactics12 Marketing objectives12 Product12 Price13 Place13 Promotion14 Marketing Tactics15 Market forecasting16 Action plans17 Financials18 Control20 Conclusion21 Reference list:22 Appendix 124 Introduction This marketing plan examines the steps required to reposition Dot. L cafe in the Australian marketplace. Dot. L is a cafe brand will locate on river side in Brisbane. Dot. L offers a variety of coffee, specialty coffee of Latte, coffee based products and foods. In addition, in order to attract consumers latte art also be adopted into the coffee products. Basically the price for the regularly coffee the price will not over four dollars. The cafe will focus on the business people and normally customers. Dot. L in Australia employ approximately 30 labors includes chiefs, shop assistant, shop keeper, senior manager. The Dot. L brand name comes from its core products will offer in the cafe that aim to: 1. Attract consumers 2. Build brand 3. Trade profit achieve about 8-10% The marketing plan followed by analysis the situation in marketplace, competitors analysis for the Dot. L entry into the market. Furthermore, market research and customers analysis will provide to assist the Dot. L to locates the market accurately. It also considers the market forecasting and financials for the three-year period. Product Description The Dot. L will offer many items that would have perfect taste. From traditional coffee to the light snacks and foods, Dot. L will offer something traditional and original for all tastes. Daily latte specials will be offered, featuring a different blend and flavor each day. The cafe specialty will prefer to European style design. The six different lattes are includes: cafe au lait; ghetto latte or bootleg lattes; hot or iced latte versions of chai, matcha, and Royal milk tea; red latte; latte macchiato and Caffe latte. Latte and Coffee will be sold in three sizes, with prices ranging from $2. 00 to $5. 00. Flavors will be available at an additional charge of $0. 50. Espresso, cappuccino, mocha, and other specialty drinks will be available in two sizes and will cost $3. 75 and $6. 50. Environmental Scan. Economic environment Robust business, consumer confidence and high export price for raw materials have fuelled the economy for 16 years. Australia has a strong economy with per capita gross domestic product (GDP) of $ 38,000(CIA, 2009), and GDP was estimated to be growing at 3. 8% annually (CIA, 2009). However, in 2008 with the impact of the global economic crisis, manufacturing output and employment started to falter, and the Australian economy headed into a severe slowdown (Jackson, 2008). Even through, in 2010 the economy has begun to turn for the better, the consumers’ purchase tendency is not recover. As both cause and effect, consumers cut back on spending, specifically on food, clothing, furniture, entertainment, cars and mobile phones (Uren, 2008). The economic conditions in Australia present opportunities and risk for Dot. L. The decrease in consumer spending will force cafe industry to seek specialist assist to retain customers and maintain sales. In the other hand, this will increase the demand for specialist service like Dot. L which can provide business men have plcae to release pressure. However, the reality of a downturn may cause retailers to cut back on all spending including on retail consulting and training services. Additionally some retailers are likely to go out of business. Legal, political and regulatory environment Small business branding through labeling and packaging conclusively builds company and product recognition. Positioning the unique product through private label aimed at the target market results in an effective, low cost marketing strategy. It is the solution to getting customers into the store and back again and again. In American, the government publishes a legislative memo of a cyber-cafe restriction in 2006 (New York Civil Liberties Union, 2006). The China government also publishes the same restrictions. Because most of the cafe will provide the service of internet, so, they should pay attention to theses legislative issue (Rodnin, 2005). Social and cultural environment According to Australian Coffee Traders Association, Annual General Meeting 2006 that pointed out overall speaking, the Australian coffee market is very competitive but consumers are brand-loyal (ACTA, 2008). Australia is a country of different immigrants, especially proud of a traditional strong coffee culture started by European immigrants(AusFoodNews,2010). The strong coffee culture of Australia has influenced growth in coffee shops, especially among the younger generation. Coffee drinking has become an integral part of the modern lifestyle. In Australia, the specialist coffee shops have become more than just a place to drink coffee. Increasingly, coffee shops serve as places to meet for business and pleasure – a location for peace and quiet away from home and office. ACTA (2008) stated that more than one billion cups of coffee are consumed in cafes, restaurants and other outlets each year, this is an increase of 65% over the last 10 years. The Coffee consumption of Australian per capita has doubled over the last 30 years (ACTA, 2008). According to a new report by Euromonitor International – â€Å"Consumer Foodservice in Australia†. (2004) the number of transactions through coffee shops grew by 7% and value sales grew by almost 29%. Technological environment Technological advances in Australia have resulted in an increase usage of the internet. This has resulted in all industry expanding into a new channel: offering services, marketing and selling products over the internet. For Dot. L, the cafe can take this advantage which is using intern as the company’s channel to promote the marketing. Competitor. The popularity of franchising as a business opportunity in Australia has also had a significant impact on the number of chain specialist coffee shops, such as Gloria Jean’s, The Coffee Club, Zarrafa’s Coffee which expanded mainly through franchising (Market Research World, n. d. ). Euromonitor International’s research shows that the Gloria Jean’s chain had the largest increase in outlets in 2004, thereby boosting its market share from 28% in 2003 to 37% in 2004. Gloria Jean’s has already opened over 900 shops around the world, and 407 stores are established in Australia-wide. Therefore, Gloria Jean’s can be regarded as the most powerful competitor. The Coffee Club has expanded its business to overseas, including Beijing, Bangkok, Dubai and Thailand. It has had more than 200 stores across the whole world. Compared with these two brands Gloria Jean’s and The Coffee Club, Zarrafa’s Coffee is a young brand. The brand comes from Gold Coast, and it only has 14 years history. Zarrafa’s Coffee has 41 stores across South East Queensland. Consequently, Zarrafa’s Coffee can be thought as the least powerful competitor for Dot. L. According to the report, sales of hot drink products in Australia surpassed A$1350m in the year 2008 and is expected to be worth A$1473m in 2013, with the coffee category accounting for the largest share followed by tea (Trading Room, 2010). It can be assumed that more people might enter the cafe industry. Market research In this section is to present the research about the marketing research for the Dot. L Coffee. Since this is a brand, the main goal of the Dot. L Coffee is to establish brand awareness among the target audience, which is business people, and 94 percent of them are aged 25 to 40. In this research, it chooses 10 male and 10 female to do the interview. Figure 1: The Frequency of the respondents to have coffee [pic] Figure 2: The Buying Habits of the Respondents [pic] According to the figure 1 and 2, of the business people that polled, 70 percent said they have coffee every day. And a full 58 percent said they prefer to enjoy coffee in the cafe. Others will enjoy coffee in their office or at home, here, 52 percent of them will buy the coffee products in the coffee shop, and 47 percent of them prefer buy it form the supermarket. Figure 3: The Acceptable Price per Coffee of the Respondents [pic] 45 percent of the respondents said that they would like Latte, and both of respondents who prefer Espresso and Mocha are divine 15 percent, 25 percent of respondents choose Cappuccino. Referring to the figure 3, 70 percent of them represent the acceptable price per cup of coffee is $3-8 dollars, and below $3 dollars and above $8 dollars will share the same percentage of 15 percent. Take a look at this chart, the best media mix, then, would be a combination of TV and magazine advertisements. Both of TV and magazine were divine 30 percent of the total population. And 20 percent of people prefer print advertisement. To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble. But with the proper media mix we can certainly lessen the chance of failure. Customers The primary target market for the Dot. L Coffee will be the local business people. The cafe will be a sit-down coffee shop with wi-fi connectivity. The cafe will serve a variety of flavored latte, coffee products, beverages, sandwiches, and treats to local customers. The target market consists of two market segments, that is people who are deeply in love latte and people who hope have a relaxing time; and business people from the downtown business centers and professional buildings. Marketing objectives and Market tactics Marketing objectives The purpose of this marketing plan is to launch a cafe with delicate bakery, and professional coffees and which will bring simple cozy and friendly atmosphere. Based on the product features and marketing 4P principles, the three years’ specific marketing plan will be given as the following to ensure objectives and expectations are met. Product First off all, the key customers are those people who fond into Latte which means the product image is designed as professional Latte maker with friendly, easy communicate, happy relationship atmosphere. In order to match the product concept: simple and cozy so that the color of the cafe should be designed as clean, comfortable. And the coffee cup and tableware would be designed to match the interior decoration as mildness and simple. The main special coffee is Latte. Meanwhile, espresso, cappuccino, mocha, and other specialty drinks will be available too. The latte flavors will include vanilla, chocolate, and caramel. This can be designed as the first year menu and in the following three years the product will be developed according to the market trend. Price The Dot. L cafe will specially offer delicate bakery with other beverages such as soda and juice. Coffee will be sold in three sizes, with prices ranging from $2. 00 to $5. 00. All prices take into consideration the cost of material, 25% for food and 45% for beverages. Espresso, cappuccino, mocha, and other specialty drinks will be available in two sizes and will cost $3. 75 and $6. 50. All different deserts will be sold by the slice such as cheesecake, chocolate cake, muffin, sandwich and cupcake. Prices range from $2. 75 to $8. 00. The frequent customer can join the membership and participate the buy 10 get one free activity. Place The cafe name Dot. L is from the coffee Latte which is combined with espresso and steamed milk. Hence, the image of the cafe will deliver simple and warm message to customers. The location of Dot. L will be choosing at Brisbane river side. The space will be designed with a glass room and interior will be more concise and mediterrane an style. The common area will have white coffee tables surrounded by plush chairs and sofas and allow customers to set up laptop and spread out paperwork. The walls will be painted into warm color to enhance the relax and friendly atmosphere. Promotion Besides, in order to develop the market and receive good reputation from the very first. The Dot. L Cafe will be promoted in a variety of ways. The annual budget allotment for advertising is $19,904 for the first year of operation. These monies will be distributed as follows: 1. Southern Star –  Southern Star will be printed monthly showing the nightly specials. They will be distributed throughout the area on cars, handed out at the library, delivered to the local office buildings, and posted on street signs and other obvious places. 2. Radio –  The cafe will run many radio spots on local radio stations. The ads will feature the daily coffee specials and will air during the morning and afternoon drive times to capitalize on drive-by traffic. 3. Entertainment –  The Dot. L Cafe will feature local entertainment every other weekend. The entertainers will provide music, poetry, art, and dancing. These events will be promoted through additional print and radio spots. Besides, Dot. L will engage in promoting premium varieties of coffee by educating their customers about the different coffees that are available. This strategy would lead to increased sophistication among customers. 4. Web Presence –  The Dot. L Cafe will promote the business and specials over the Internet through a website. The website will be updated monthly to advertise specials and product offerings. The Radio and newspaper advertisement could be launch at the first half year to attract more customers. Entertainment and web presence should be developed as long term promotion plan in the next three years. The Dot. L Cafe will promote itself to its new customers by offering discount memberships for frequent consumers. There will be buy 10 get one free card available for coffee. The remaining  advertising  budget  will be used to print membership and frequent consumer cards. Serve the highest quality food and beverage and meanwhile maintain low cost of goods and inventory is one of the key objectives. Thus Logistics and distribution would be a crucial part as well. The fresh meats, cheeses, and  vegetables  will be purchased through good reputation food source distributors. The researching and negotiating of the best prices with distributors would be put into the project process too. Marketing Tactics To achieve the above marketing objectives, this plan considers the tactic through the marketing mix which includes product, promotion and pricing. Colour appeal, packaging and style are included in product section. As the before shown, the target market of the cafe is business people who works in downtown and modern buildings. These potential customers can be regarded as white collars and the middle class. They hold well-paid, and are to pursuit quality lifestyles. Based on these, the basic colour tone will be set as dark colour tone, such as brown and black. The logo of the cafe is to stress a simple but elegant style. Because Dot. L cafe is a new brand for customers, so the promotion strategy must be heavy to entice the brand trial. The advised promotion approaches are print ad, billboard ad and in-store promotions. Setting a billboard ad on the way to the city and riverside is strongly advised. The cafe locates on the riverside; for this reason, putting ad on ferry is recommended. The pricing objective is to appeal the people who take coffee daily. A regular size cafe au lait which is the main product is priced as $4. 50. The cafe can give 5% discount to people who hold senior card. Furthermore, a point card can be given in the store when customers are making purchase. The card allows that customers can get 1 free coffee after they buy 9 coffees. Market forecasting There are more than 100 cafes in Brisbane, and 17 cafes exist in Southbank where a part of riverside is. According to one market research (Weston 2010), more and more Australian have already totally accepted the coffee culture; in addition, they are very to enjoy this culture. Therefore, a big growth on takeout coffee is brought by this social change. As a matter of fact, the flourishing demand of coffee drinking directs to the blast of many specific coffee shops. According to another research, Australians prefer to coffee with milk rather than other styles. Datamonitor’s Market Data Analytic (MDA) database indicates that retail coffee sales in Australia gained around A$752m. The Australia coffee market is in the second place around the Asian Economic in 2008. Another research predicts that the total amount around A$473m of profit can be reached in 2013. All in all, it can be concluded that there is a huge potential in the cafe market. Action plans According to the planed given above the relevant GANTT chart will guide this project go smoothly complete on time. Figure 4: The Dot. L Project Schedule |Dot. L | |? |? | |Start-up Assets to Fund |$26,000 | |Total Funding Required |$88,290 | | | | |Total Assets |$26,000 | | | | |Liabilities and Capital | | |Liabilities | | |Total Liabilities |$33,290 | | | | |Capital | | |Planned Investment |$55,000 | |Loss at Start-up (Start-up Expenses) |($62,290) | |Total Capital |($7,290) | | | | |Total Capital and Liabilities |$26,000 |. 2. Break-even Analysis Break-even data is presented in the chart and table below. [pic] Figure 6: Break-even Analysis |Monthly Units Break-even |7,294 | |Monthly Revenue Break-even |$18,462 | |Assumptions: | | |Average Per-Unit Revenue |$2. 53 | |Average Per-Unit Variable Cost |$0. 63 | |Estimated Monthly Fixed Cost |$13,847 | 3. Projected Profit and Loss In the first year, the Dot. L Coffee will have sales of about $533,764 of operation. In year two and three the Dot. L will have sales increases of about 10%, resulting in sales of $576,551 and $622,575, respectively. Operating expenses are $304,136 for year one, $327,694 year two, and $353,326 year three. The results for the first three years of operation are net income of $36,521 for the first year, $42,356 for the second year, and $47,819 for year three. Control Dot. L will continually evaluate the marketing environment, particularly the economic environment, due to the economic downturn, and the competitive environment. Further, in relation to the specific tactics undertaken by Dot. L for the 36 month period, each will be assigned a person who will be responsible for the success of the tactic, as well as a specific final review date. |Tactic |Responsibility |Review date | |Promotions to focus on augmented product and core product |Marketing Manager |May 2010 | |benefits | | | |Determine price discounts and rollout strategy to clients | | | |Create newsletter and implement process for it to be |Management Team |Aug 2010 | |distributed monthly | | | |More Direct-response advertising in television |Marketing Manager |Sep 2010 | |Implement selling short-term modification recommendations | | | |Search for distributors with which to form channel |Sales Director |Jun 2011 | |partnerships |. | | |Expand business to more location |Marketing Manager |Mar 2012 | | | | | | |Channel Manager |Nov 2012 | | | | | | |Sales Director |Jan 2013 | Conclusion This report sets out the marketing plan for Dot. L in Australia. It was decided that, Dot. L aims to be the cafe have own style and culture in Australia. In the vanity of the city, Dot. L can bring you the ease of a precious. The marketing strategy was explored, including each of the marketing mix areas, and tactics were recommended relating to direct-response an promotions, price discounts, and find channel partnerships. It is believed that there is opportunity for Dot. L to built own brand culture and expand in cafe industry’s marketplace. It is, therefore, this marketing plan can assist Dot. L growth in the marketplace. Reference list: Acta (2008). AUSTRALIAN COFFEE STATS. Retrieved May 16, 2010 from http://www. acta. org. au/article. php? a=2 Hofmann (2008). Specialist coffee shops in Australia see vigorous expansion. Retrieved May 17, 2010 from http://www. franchiseek. com/Market_Trends_Coffee_Shops_Australia_0706. htm Jellie (2006). Coffee by numbers. Retrieved May 17, 2010 from: http://www. smh. com. au/news/good-living/coffee-by-numbers/2006/07/17/115298845 5398. html New  York  Civil  Liberties  Union(2006),  Legislative  Memo:  Cyber-cafe  Restrictions Retrieved May 17, 2010 from: http://www. nyclu. org/content/legislative-memo-cyber-caf%C3%A9-restrictions-2006 Rodnin(2007),  Motherboard  makers  may  be  affected  by  Internet  cafe  restrictions  in  China,  Retrieved May 17, 2010 from http://www. vaosoft. com/forum/index. php? showtopic=441&pid=612&mode=threaded&show=&st=0 Shaun Weston (2010). Australian love coffee. Retrieved May 15, 2010, from http://www. foodbev. com/report/australians-love-coffee Trading Room (2008). Australia a nation of coffee drinkers. Retrieved May 17, 2010 from http://www. tradingroom. com. au/apps/view_article. ac? articleId=1196615 Wong (2010). Aussie cafe culture accounts for ‘biggest growth in coffee’. Retrieved May 17, 2010 from http://www. ausfoodnews. com. au/2010/03/04/aussie-cafe-culture-accounts-for-biggest-growth-in-coffee. html Appendix 1 The Questionnaire of the Coffee Market. This is a marketing research of the style, habits and opinions of coffee in your everyday life. Section 1: Basic Personal Information 1. What is your gender? A Male B Female 2. What is your age? A 18-25 B 26-30 C 30-40 D Above 40 3. What is your Occupation? A Students B Business men C Employee D Others 4. Are you married or single? A Married B Single 5. What is your family’s size? A 1-2 person B 3-5 person C 6-8 person D Above 8 person Section 2: 6. Where can you get the information about coffee? A Internet B Magazine/ newspaper C TV D Print Advertisement E Others 7. Where are you usually buy the coffee product? A Supermarket B Internet C Coffee shop D Others 8. How offen do you drink coffee? A Every day B 3-4 times per week C Once a week D Never 9. Where do you usually drink coffee? A Cafe B At home C At office D At campus E Others 10. What kind of coffee would you like? A Latte B Espresso C Cappuccino D Mocha E Other specialty drinks 11. How much of a cup of coffee is acceptable for you? A $2-3 /cup B $3-5/cup C $5-8/cup D $8-10/cup E Above $10/cup Thank you for your participation!!!