Individual Assignment Example | Topics and Well Written Essays - 2500 words

Individual - Assignment Example Comparative ratio analysis2 is effective if the financial statements of the organizations being assessed are of the same financial period. Financial period disparity may distort the effectiveness of ratio analysis and may therefore lead to unreliable conclusions. Therefore, I will compare the performance of these three organizations using financial statements based on averages for the last three years, 2011 to 2013. These financial statements are provided in the appendices. The primary concern of every firm is to increase its profitability, as most investors will first look at the profits in evaluating the performance of that firm. Profitability ratios measure the operating success of a company for a given financial period. When the profit figure is expressed as a percentage of sales or capital employed, these ratios can be compared with those of previous years, or those from companies in the same industry. The net profit margin shows how much of each sales dollar shows up as net income after all expenses are paid. The net profit margin measures profitability after consideration of all expenses including taxes, interest, and depreciation. Here the higher NPM indicates higher profitability of the firm. The calculation is:  Net Income/Net Sales = _____%. The Return on Equity ratio is perhaps the most important of all the financial ratios to investors in the company. It measures the return on the money the investors have put into the company. This is the ratio potential investors look at when deciding whether or not to invest in the company. The calculation is:  Net Income/Stockholders Equity  = _____%. Financial leverage ratios assess how much financial risk the company has taken on and measure the company’s ability to survive over a long period3. A company that has borrowed money obviously has a commitment to pay future

Of mice and men presentation - Chapter one Essay Example for Free

Of mice and men presentation Chapter one Essay At the start of chapter one the setting is tranquil, there are many animals to show that the humans will not be welcome when they arrive. The animals seem to own the valley. (OHP EXAMPLES OF ANIMALS) * Because the lizard is small it would need to be very quiet and peaceful for it to make a Skittering sound. ** The rabbits are obviously very confident with the surroundings, which shows that humans do not go there often. The rabbits are a recurring theme in Of mice and men *** Deer are generally very timid animals around humans so, again, like the rabbits it proves the absence of human life and its effects on the wildlife. Steinbeck also uses a lot of natural colours that make the setting calm and harmonious. There are Deep greens of the trees, Golden foothill slopes and Yellow sands. These colours do not clash with each other and help contribute to the almost utopian environment. Because of a complete lack of human life, the area not only seems safer but also calmer. The trees have been personified to replace the humans. The sycamores were said to have White, recumbent limbs When Steinbeck says that Men who have sat on it have worn the limb of the sycamore he shows that people can destroy nature and the beauty of the setting. Another example of this is when he talks of A path beaten hard by boys This is just before George and Lennie enter the scene so could indicate that they are not entirely wanted. (SEE OHP FOR PICTURES) **** These pictures show the impact of humans In the paragraph when the men enter the novel the scene starts to have a darker atmosphere. The shade Climbs up the hills. This is not only an example of the personification of the shadow, but it also dims the previously bright setting. This could be because George and Lennie are arriving. Darkness shows evil and although I wouldnt call George or Lennie evil the animals do not want them there. The way the two men enter seems to be very significant. George walks before Lennie even though there is enough room for them top walk side by side. This shows Georges protectiveness and leadership over Lennie. It also shows Lennie is mentally younger and more simplistic because he is always copying like a child is. (SEE OHP GEORGE AND LENNIE WALKING) Lennies simplicity is also graphically portrayed when he is likened to different animals. For example when Steinbeck says: His huge companion dropped his blankets and flung himself down and drunk from the surface of the green pool, he drank with long gulps, snorting into the water like a horse. This simile shows that Lennie is not only as strong as a horse but also has manners like one. He is later referred to as bear-like in his actions and features. It is described that he is Dragging his paws Obviously, being a human, he has hands not paws but because they are so large and because of what he is doing with them they are called paws. There is a sequence in the first chapter where Lennie imitates Georges exact movements-this show that Lennie needs to copy because he cant think for himself and he is not confident. (ANDREW COPYS DAN AS LENNIE DOES GEORGE) As you can see I was playing the role of George, the intelligent character and Andrew the slow, simple character. Yet another example of George being the more confident character is when he starts to get angry and begins to shout, complaining about the bus driver. Whilst George is doing this Lennie is very quiet and acts timidly. It is, however easy for the reader to be sympathetic towards George and understand his anger. Because Lennie isnt very clever, George often has to repeat himself many times. At one point George has to ask Lennie three times to put down a dead mouse that he has got. When they want to eat, Lennie wants to go to the ranch that they are headed towards but George realises that they will have to do more work if they go straight away so he says no. Lennie cannot understand this. This shows that Lennie just wants immediate satisfaction whereas George can look at what will happen in the future. It is also possible to see a kind, caring side through Georges anger and frustration. He often says Aw Lennie when his friend gets upset about something and comforts him. The first chapter gives an in-depth impression of what the two main characters personalities are like and how they have similarities and differences.

The essence of strategic marketing

The essence of strategic marketing This report designed to provide practical recommendations on segmenting markets, targeting specific customers, and positioning effectively SGNs service in China market. Having addressed the purpose of STP, it has ascertained that SGNs competitive advantages and potential competitors, the segmentation and targeting markets decisions for SGN thus proposed to utilize geodemographic variables as segmentation bases. The two segment profilers of SGN were formed after exercised key variables. Profiler 1 is a group of senior citizens of age 60 and above and profiler 2 is a group of middle age citizens from 40 to 60 years old working professionals. Upon evaluation of market attractiveness of these two distinct segments, it is advised that SGN targets both segments, adopting concentrated marketing strategy, via single marketing mix. Positioning strategy adopted by SGN is more for less value proposition and positioning statement as To senior citizens, SGN offers the utmost personalized elderly service at their home. Read this report for SGN practical marketing tool to easily deal with the challenges and exploit market opportunities that drive incremental revenue and increased profitability. The whole point of this proposal is to assist with better segmenting, targeting, positioning and decision making, be sure that focus on the most appropriate strategies that provide the most opportunity, least risk, and highest performance for SGN. TABLE OF CONTENTS Introduction à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 5 Background of the Company and the Service Chosen à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 6 Literature Review of the Segmentation, Targeting and Positioning Concept research this theoretical underpinnings of this concept and critique à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 7 Basis for Proposed Segmentation and Targeting for SGNs Service à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 16 Basis for Proposed Positioning for SGNs service à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. 21 Annual Schedule for the Programme including Marketing Budget/ Expenditure à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦..à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. 24 Conclusion à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 25 References à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. 26 1. Introduction This report aims to develop and propose the Segmentation, Targeting and Positioning strategies for the personalized elderly home-care service in China, offered by Sunrise Greycare Network Co. Ltd (SGN). Chapter 2 briefly describes the SGN credentials and up to 24-hour service that is provided for the senior citizens in China. Segmentation, targeting and positioning concepts from various books are critically assessed and discussed in Chapter 3. Chapter 4 contains valuable information of the basis of proposed segmentation and targeting for SGNs service and Chapter 5 discusses on the positioning map, competitive advantages and value proposition of SGNs service. Chapter 6 tabulates the annual schedule of the programme that includes marketing budget/expenses and the final conclusion will be made in Chapter 7. 2. Background of the Company and the Service Chosen Company Profile Sunrice Graycare Network Co.,Ltd (SGN) is specializing in offering home-based eldercare service up to 24-hour to families in China. SGN grows its first footprint in Beijing to offer a unique proposition to senior citizens. The whole team is dedicated to improving the quality lives of the elderly. SGN helps with every facet of daily living, from escorting on appointments and companionship, to housekeeping and personalized healthy screening to the seniors. Above all, elderly are always enjoying a safely and comfortably at each home with SGN care, instead of staying at nursing house. Mission Statement Vision: To make SGN the top of mind company for senior care Mission: Leverage our unique strengths to render reliable service and care that exceed clients expectation. Credo: Work with passion, commitment and professionalism 3. Literature Review of the Segmentation, Targeting and Positioning Concept research this theoretical underpinnings of this concept and critique 3.1 Introduction of Segmentation, Targeting and Positioning (STP) Market segmentation, targeting and positioning are the three steps, as shown in below Figure 3.1, that top management has to decide before the implementation of any marketing plan in a company. Figure 3.1 Steps in Market Segmentation, Targeting and Positioning Market segmentation Identify bases for segmenting the market Develop segment profiles Market targeting Develop measures of market attractiveness Select target segments Market positioning Develop positioning for target segments Develop a marketing mix for each segment Source: Armstrong, Kotler Da Silva (2006, p.213) These steps are defined by Armstrong, Kotler Da Silva (2006) as follows: Market segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behaviours who might require separate products or marketing mixes. Market Targeting: The process of evaluating each market segments attractiveness and selecting one or more segments to enter. Market positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers. 3.2 Market segmentation: Market segmentation is the act of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes (Armstrong, Kotler Da Silva 2006). Market segmentation is pre-requisite to access the right market and people at a maximum. It drives markets growth and increases sales to the business profitability from authors viewpoint. The effectiveness of segmentation should be measurable, accessible, substantial, differentiable and actionable (Smith 2003). Segmentation helps to see the target customers more effectively. The customers have different requirement and needs and influenced by different media. A segment is a unique group of customers who share some common characteristics that make them different from other groups of customers (Smith 2003). Some segments have different needs, require different versions of the same product, pay different prices, buy in different places, can be reached by different media (Smith 2003). Consumer markets can be segmented by many different variables which include geographic, demographics or social statistics, geodemographics, psychographics and behavioralistics. Smith (2003) explains these five categories as below: (1) Geographic: categorized by location which includes streets, towns, cities, regions, countries, continents, and climate, population density and so on. (2) Demographics (social statistics): segmented by age, gender, marital status, life cycle, social class, education, job type, social class, income level, because of consumers needs and wants change with above-mentioned elements. (3) Geodemographics: this mixes geographic and demographic data to create categories of house-type with locations. (4) Psychographics: segment market based on peoples lifestyle, personality, attitudes in accordance of their psychological feature. Lifestyle is often segmented by marketer among others factors. (5) Behavioralistics: bahavioral segmentation reflects the benefits consumer enjoyed and the consumption rate of products or services. Different consumer seeks benefits differently from own perspective. The consumers are divided by light, medium and heavy level as per individuals frequency of usage. The other type of segmentation, according to Smith (2003) is industrial, organizational or business-to- business markets. The organizational markets are segmented by personal characteristics of organizational customers and the benefits sought. The most common profilers for organizational markets are grouped as follows: Type of organization Size of organization (heavy or light user) Geographical location Corporate culture Operating characteristics Job title Purchasing approaches Apart from above profiles, it is felt that marketer also needs to find out who is the end user of organization so as to better understand the direct customers wants and needs. How the customers would use the product or service, the answer helps improve or innovate the product or service to satisfy customers needs. Identify the usage rate which affects sales volume and sales forecast. Lastly, who is the purchasing person and the relationship with purchasing organization is very pertinent to the markets segmentation, because the product or service can be segmented precisely to the buyers once corporate strategies and demands are well perceived. Researchers from McKinsey and others institutes have studied commodity markets, it showed that even customers in commodity market are classified by three segments. Customers concerned about cost more than quality who are Price-sensitive buyers. Whereas, people go for quality excellence and deliverables-focused fall into service segment. The commitment customers are close to total value, thereby winning a long-term relationship (Doyle 2002). While E-commerce is impacting the lives and lifestyle of people, many people prefer to research the related products and rely on the internet as guidance before purchase. In the Reverse Segmentation pinpointed by Kotler, Jain and Maesinecee (2002), customers inform companies of their likes, dislikes and other key messages by answering online questionnaire. The information can be used by the company to construct customer segments. The company can then develop appropriate offerings for the different segments. Marketers can respond to reverse marketing by paying attention to the customers four Cs: enhanced customer value, lower costs, improved convenience, and better communication (Kotler, Jain Maesincee 2002). They need to explore the customers cognitive space, assess the companys competency space, and capture the collaborators resource space (Kotler, Jain Maesincee 2002). Although segment variables vary with different products or services, the author feels that demographics is the most easiest and fastest way to segment the markets which can be measurable and differentiable in marketplace. The strengths are these information of demographics are quite steadfast compare with others categories, people can change their location, lifestyle but most of people cannot change age and gender. The data can be attained from local authorities and other professional organizations without or less costs. 3.3. Market Targeting Target marketing evaluates each market segments attractiveness and selects one or more segments to serve (Armstrong, Kotler Da Silva 2006). To target the best market segments, the company should analyze each segments size and growth (product life cycle), profitability and competition, structural attractiveness and compatibilities with company objectives and resources (Armstrong, Kotler Da Silva 2006). Chaston (1999) also mentions that the identified segment must be of an adequate size, the higher costs of servicing customers needs can be recovered through charging higher prices, the segment is accessible to the supplier and the selected marketing position is resistant to the subsequent entry of competitors. According to Armstrong, Kotler Da Silva (2006) and Doyle (2002), selecting the best target segments involve below strategies which depend on company resources and product itself: Undifferentiated marketing: offers a product for mass market, requires mass production, mass distribution and mass promotion for the same product to all consumers without differences among segments. Differentiated marketing: develops different market offers for two or more segments. Concentrated marketing: niche market focuses on only one or a few market segments. It is especially favored by companies with limited resources. Micromarketing: it includes local marketing and individual marketing. Products or services are tailor-made in pursuit of unique needs from specific individuals and locations. Above are concepts of common target marketing strategies and marketers often adapt to one of them to market their products/services. The author favours concentrated marketing because it provides a strong foundation to build up reputation and gain a great market share effectively. This marketing strategy also helps small company to reduce costs and maintain high prices. However, there is a risk involved as once the segment grows rapidly, it will likely attract larger competitors. Market Positioning Positioning is all about how a product or service is positioned or perceived in the minds of a target group of customers. It answers the question: Why will someone in the target market(s) buy my product or service instead of the competitors? (Lodish, Morgan Kallianpu 2001). American academics Aaker and Shansby categorized all the variables into six groups as follows (Smith 2003): Attribute, eg gentleness, ruggedness, tasteful Price and quality, eg premium-quality image or value-based Use or application, eg associations with a particular situation or occasion for use User, eg linking the product or service to types of users, lifestyles, profiles Product class, eg positioning in diet foods or in normal foods Competitors, eg positioning against a competitor and competitive advertising Perceptual maps help to devise positionings and repositionings. Product positioning maps are drawn with their axes dividing the plot into four quadrants. This is because most of the parameters upon which they are based typically range from high to low and the two attributes usually considered are quality and price. However, it is felt that real-life product positioning maps will be more complex as there involves a number of dimensions, apart from the two attributes being considered. A products position is a complex set of perceptions, impressions and feeling that consumers have for the product compared with competing products. A product or service must differentiate its offer by building a unique bundle of benefits that appeals to a substantial group within the segment. Beyond the product differentiation, companies also can be differentiated by hiring better people which overtake other competitors. Generally, there are five winning value propositions to brand the products positionings: more for more, more for the same, the same for less, less for much less, or more for less (Armstrong, Kotler Da Silva 2006). Doyle (2002) adds that companies must gauge the 4 criteria so as to structure the differential advantages properly among customers. Successful marketer will always design the products or services that are unique, sustainable, profitable and offering benefits to customers. Overall, the author feels positioning is an outcome of differentiation strategy, the outcome of positioning ultimately is to create and anchor a market value proposition into the minds of targeted customers within segmented territory. It is proved that products unique proposition is associated with strong marketing communications and planning, in which deliver the deliberate position and convey the key message to target customers along a continuum. The distinctive benefit, chosen position and brand awareness take a long time to plot and map out through consistent market effort. Although customers hardly change the original product perception in mind, but marketers often choose to repositioning the product when the target markets changes. 4. Basis for Proposed Segmentation and Targeting for the Service Chosen Armstrong, Kotler Da Silva (2006) have a checklist of segmentation bases which serves a knife to slice or carve up the segments correctly. Marketer must draw a close attention to the nature of the product and market, to select the most relevant variables for the best segmentation bases. Demographic variables: age, disposable income, gender, occupation etc Geographic variables: urban, suburban, rural etc Behavioral variables: benefit, occasion, usage, loyalty status etc Sunrise Graycare Network (SGN) divides customers into different groups based on age, income level, location and population density. China has the largest elder population in the world, which accounts for one fifth of the worlds total older population. The older population over 60 is 143 million by 2004, accounting for 10.97% of the total population. There are 11 provinces and municipal cities which are above the national average in population ageing. Beijing is among top of them is about 13.66% (Xiao 2007). According to the latest statistics released by 2010, the elderly population of Beijing has reached 2.54 million (CPDRC 2010). Beijings graying population is expected to grow to 6.5 million by 2050, when one in three people will be older than 60, the aging committee estimates (Cao Quan 2009). The shortfall of elder care service can be seen in Beijing. An example for whose nursing homes can only accommodate 9,924 people just 0.6% of the senior population.  With longer life expectancy, growing affluence and the effects of Chinas stringent One Child Law policy leaving the elderly with a child unable to care for them (Retirement Homes 2005). Aging residents in China usually are traditionally taken care of by their children. However, nowadays young peoples lifestyles have been changed, job competition caused growing work pressures, constantly overtime and anxiety. Many young couples turn to professional service to look after their parents and grandparents (Zhang 2010). A great shortfall in eldercare in China is a serious problem caught attention by government. Seeing the size of the graying population, SGNs segment groups specifically are working adults and 60 years old and above old people in Beijing. Working professionals at middle-age who need to take after both parents and parents in law, they will also need to raise and educate their children simultaneously. These people born in the 40s to 60s are sandwich generation, they are often very tired in keeping balance between life and work. A salary survey conducted by America Huiyue Company showed that Beijing Managers earn the juiciest salary, earning the highest salary among other cities in China (AsiaInfo Services 2002). It is believed that these people have sound financial condition and need professional care to lighten their burden. The feature of SGNs locations is a great access to very famous hospitals where potential clients frequently visit with their parents. SGN offices located in golden districts and only take about 5-10 minutes walking distance to the hospitals and residential areas. Hence, the segmentation bases zoom SGN target groups in two finer segments as below: Segmentation Age Income Level Location Population density Segment Profiler 1 60 and above RMB24,000 p.a. and above Downtown in Beijing, adjacent to local communities High Segment Profiler 2 40 to 60 RMB36,000 p.a. and above Downtown in Beijing, adjacent to local communities High As Doyle (2002) specifies that there are five factors govern the attractiveness of the segment, namely: Segment size Segment growth Profitability of the segment Current and potential competition Capabilities of the business After evaluating the two different market segments, SGNs targeting markets are chosen for both segment 1 and 2 based on the five factors. Due to SGN is a start- up company with limited resources, therefore, concentrated marketing strategy (or niche marketing) is deployed for the two targeting markets. The detailed analysis on attractiveness of the chosen targeting markets is as follows: 1. Segment size By 2050, the elderly Chinese will outnumber the entire U.S. population (USA United Nations Department of Public Information 1999), the elderly population in Beijing is about 2.54 million in 2010 (CPDRC 2010). Such a large size of targeting group determined SGNs market prospective. 2. Segment growth Beijings graying population is expected to grow to 6.5 million by 2050, when one in three people will be older than 60, the aging committee estimates (Cao Quan 2009). The data indicated clearly that the potential growth is positive, in other words, the peak of elderly service will not be ebbed but upsurge instead. 3. Profitability of the segment SGN used concentrated marketing strategy to market efficiently, which reduced marketing costs but focused to best serve consumers in the same way and to achieve profitability. The nature of business is considered a low investment yield high returns. No inventory worries. The other side, the eldercare business in China, according to Service Industry Tax Rebate Policy under Chapter 12.1 Elderly Service, it stipulated that agency for elderly service, disabled service, matchmaker agency, funeral service will not be taxed for the beginning of 3 years of business (BJ local Taxation Bureau 2010). It seems that the local government is actively promoting eldercares business by waiving off business tax and it is believed that there will be more benefits coming. It showed that SGN targeting markets can be most profitable. 4. Current and potential competition There is still a big gap to be filled and catered for the swelling graying population in China. Currently theres no direct competitor in Beijing, the competition will not be fierce. Although a numerous nursing homes and household agencies in local market are seen as indirect competitors, but SGN is the first company only practicing home-based eldercare service for aged 60 and above seniors, it makes SGN the top of mind company before any other rivals presence. 5. Capabilities of the business SGN established a team which is filled with versatile leaders who will inspire people to render the professional senior care to the targeting groups. The manpower capability is one of the companys key competitive advantages for business sustainable. SGN is hiring a pool of qualified and capable people to take challenging tasks every day, provided with on-job training regularly for continually business productivity. With sufficient staff on board, it is enabled to maximize business sales volume on daily basis. SGN office sites are located in four primary districts in Beijing. It serves as an extensive network to attract senior residents in each district. 5. Basis for Proposed Positioning Chosen Below Figure 5.1 shows the positioning map of indirect competitors and proposed SGNs position for current market situation: Figure 5.1 Positioning Map Quality Price Low High High Low Cluster A Cluster B Cluster C = Indirect competitors = SGN Source: Adapted from Armstrong, Kotler and Da Silva (2006, p.236) According to recent research and survey conducted by SGN, it is found that the two important attributes that customers want are Quality Service and Price. These survey results are plotted in a positioning map as per Figure 5.1, which illustrates the existence of three clusters in the current China market. Clusters A, B and C are indirect competitors for elderly care service, they are either nursing homes, household agencies or hourly maid service. The brands bundled together within Cluster A considered prestige segment due to high price and good service (quality), Cluster B represents the brands that are categorized in middle segment, their price and service ranked in average range. Those brands in Cluster C are pricing low and qualities are also in low level, competitors in Cluster C fall into economic segment. It is proposed that SGN positions itself as more for less for its value proposition, as shown in Figure 5.1. This value proposition is most welcome by customers and will enable us to greatly differentiate from these indirect competitors. SGN has the following competitive advantages: I. Focus SGN is only focusing in aged care solution, committed to deliver the highest standard quality of work to elderly for better quality of life. II. Home sweet home Despite of the modern nursing homes are equipped with most advanced facilities, it is always clean or sterilized all the while. The caregivers are professional and sympathetic, but people just feel aging there is depressing in China. Home is the best place to stay is what SGN endorse and practice. The environment is a key to ensure that clients enjoy themselves to a greater extent. III. Comprehensive service SGNs unique in-home care is covering all concerns from elderly people, from physical level to spiritual level needs, which other competitors are not able to fulfill some specific requirements. IV. Staff SGNs dedicated team is well-trained knowledgeable personnel with pleasant personality. General Practice Team is to handle the daily routine work for older people, medical and health care is handled by interdisciplinary team led by Geriatric Care Manager. V. Service charge SGNs service charge is subjected to the frequency and duration. SGN service charge is more flexible than other competitors, price options will enlarge client base and engage them from short-term to long term clients through their experience. The benefit chosen for SGNs positioning statement is: SGN is the only service specialist for home-based elderly service. Hence, the overall positioning statement for SGN is: To senior citizens, SGN offers the utmost personalized elderly service at their home. 6. Annual Schedule for the Programme including Marketing Budget/Expenditure Annual Schedule -Year of 2011 a) Budget and Deployment Plan Country Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Marketing Budget Total Budget Beijing, China -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Chinese New Year Feb 03-05 -Ads (ATL BTL) E-marketing Roadshow (community alliance) -Referral scheme Ads (ATL BTL) Open House (package promotion) E-marketing Referral scheme Labor Day May 01- 03 Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Dragon Boat Festival June 06 Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme Mid-Autumn Festival Sep 12 National Day Holiday (Oct 01-06) -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme Cost Estimate RMB5.000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB48,000.00 RMB50,000.00  © SGN 2011 Total RMB48,000.00 7. Conclusion Upon segmentation, two distinct segments were identified and evaluated of their market attractiveness. It is recommended that SGN targets both segments, adopting concentrated marketing strategy, via single marketing mix. These two segments are: Profiler 1 is a group of senior citizens of age 60 and above and profiler 2 is a group of middle age citizens from 40 to 60 years old working professionals. The positioning strategy proposed for SGN is more for less value proposition and positioning statement as To senior citizens, SGN offers the utmost personalized elderly service at their home.

Book Review on Robinson Crusoe by Daniel Defoe :: Robinson Crusoe Daniel Defoe Essays

Book Review on Robinson Crusoe by Daniel Defoe The book I have chosen to do review on is "Robinson Crusoe". The author of the book is Daniel Defoe. The book was first published in 1719. The publishers that published the book were Penguin. Robinson Crusoe wanted to be sailor but his family wouldn't let him. When he got older he left and became a sailor. He went to South America and bought his own cotton farm. He had to make a voyage to Africa to get some slaves. On the way the ship got caught in a storm and it was destroyed. When Robinson woke up, e was on a beech. All the men were dead except him. He went and got what supplies that were left on the boat. He lived on the island for 30 years. On certain times Cannibals came and he had to fight them off. The Main character in this book is Robinson Crusoe; he is the character through out the book. The minor characters are Friday; Robinson Crusoe Friend and the Captain. This two minor character affect the plot. The relationships between the main and minor characters are, they are friends. The conflicts that the characters face are Man vs. Man, Man vs. Nature, and Man vs. himself. The type of work he uses in the story is -Novel. The Genre of the book is Adventure and novel of isolation The language used is English. The author used good language in the book; it was also easy to read. The dialogue used in the novel is realistic among the characters. Robinson Crusoe is both the narrator and main character of the book. Crusoe narrates in both the first and third person presenting only what he himself observes. He occasionally describes his feelings but only when they are overwhelming. Usually, he favours a more narrative style to focus on actions and events. Robinson Crusoe is also the protagonist in the novel. The major conflicts are - Shipwrecked alone, Crusoe Struggles against hardship, privation, loneliness and cannibals in his attempt to survive on a desert island. The rising action in the book is that Crusoe disobeys his father and goes out to sea. Crusoe has a profitable first merchant voyage, has fantasies o success In Brazil and prepares for slave gathering expedition while the falling action is that Crusoe constructs a shelter, secures a food supply and accepts his stay on the island as

High School Graduation Essay

Throughout life people go through so many hardships. Whether it be good or bad there is always something that comes out of the situation. One of the most exciting but yet scariest events would be graduation. So it was the day before graduation and we were having our graduation practice. Standing outside in the line alphabetical order me and classmates talked and waited for practice to start. The sun was beating down, the smell of fresh cut grass filled out our nose. We were all just ready to get it over with. Sitting talking with my classmates discussing our future plans. Debating whether or not we will miss high school, but knowing we will definitely miss each other. So finally it came to practice walking across the stage, so the assistant principle called my name and shook my hand and handed me my mini diploma. Then it finally hit me like a speeding express train, I was about to graduate. May 18th 2012, finally it was here the day of my commencement. I can almost remember that day like it was yesterday, I awoke like on any other school day. That day was crazy, I was running errands and preparing for my graduation and after party. So the time had come for me to put on my blue and gold cap and gown with my gold cords which I had worked so hard for. I had so much sense of pride at the moment all I needed was my diploma in my hand. So the final moment had come and it was time to walk the field. The music stared and we proceeded to walk down the field to our seats. Glancing out at the packed stands I could see my family and friends. While waiting for my name to be called, I reminisced on all the good times I’ve had in high school and all the friendships I’ve made. Finally my row was directed to get up and proceed to the stage and my heart was racing. Thinking it was finally over, no more high school. I hear my name called and I hear all of my family and friends screaming and clapping for me and it made everything I had done to achieve the diploma my principle handed me after shaking my hand. As I was walking back to my seat with my diploma I was envisioning that I had just closed one chapter to my life and I was excited to embark or my next journey. Graduation is an exciting time in a person’s life, especially a high school graduation. When I think of family and friends gathering together to celebrate a joyous occasion, I feel I accomplished my strongest goal. It never occurred to me that graduation would be the end of my youth and the start of adulthood. Graduating from high school was an influential event that gave me a new outlook on life.

Diabetes

Motivational Speech Proposal STATEMENT OF THE PROBLEM: According to the Centers for Disease Control and Prevention, in 2005, there were 20. 6 million cases of diabetes among people aged 20 years to 44 years; according to the American Diabetes Association in 2011, there were 25. 6 million cases of diabetes among people aged 20 years to 44 years. GENERAL PURPOSE: To persuade SPECIFIC PURPOSE: To persuade my audience to engage in walking for 30 minutes a day to prevent diabetes. CENTRAL IDEA: My audience should walk for 30 minutes a day because doing so will help them from getting diabetes and other chronic health diseases. Attention Grabber: Isolation, Denial, depression, guilt, anger, embarrassment, and dependence, these are the emotions that are experienced among people with diabetes. Vivian, a 17 year old quiet spoken girl who has gone through these emotions. She began feeling really miserable, throwing up, really thirsty all of the time. One day, after falling into a diabetic coma, she was lying in a hospital bed and the doctors were explaining that her pancreas had stopped functioning and I was no longer producing insulin. This was serious. She was zoned out. She asked herself, â€Å"Diabetes? How could that be possible? And why her? † This could happen to any of us, and we may be the unlucky victim. As college students, we live in a world where everything is convenient, from cars, to fast food, causing us to be more sedentary and unhealthy. It is easy for us to slip into a sedentary lifestyle with no or irregular physical activity. With physical inactivity among threatening our well beings, and precipitating deadly diseases as diabetes, we need a change to better our lives. Problem: According to the Centers for Disease Control and Prevention, in 2005, there were 20. million cases of diabetes among people aged 20 years to 44 years; according to the American Diabetes Association in 2011, there were 25. 6 million cases of diabetes among people aged 20 years to 44 years. A. So what is Diabetes? a. According to American Diabetes Association, diabetes is a disorder of sugar metabolism: It is when high blood glucose level occurs. There are 3 types of diabetes. b. A. Type 1 diabetes, or juvenile diabetes, is when there is no production of insulin-a hormone that guides sugar into cells and help convert it into energy. No insulin means no control of blood sugar. Only 5 percent of all diabetes cases are type 1 and mostly occur in young adults. a. The US Department of Education: Digest of Education Statistics, states that Each fall, 2. 3 million freshmen enroll in institutes of higher education in the U. S. Of these, 7, 700 will have type 1 diabetes, based on an estimated prevalence rate of 1 of every 300. B. Type 2 is when you don’t produce enough insulin, or your insulin is not working properly. Cells have become resistant to the insulin is not very effective. . The ADA describes Type 2 as the most common form of diabetes. In adults, type 2 diabetes, a condition that can be prevented, accounts for 90–95% of all diagnosed case. C. Stress Diabetes: using medication’s especially water pills (diuretics). It can often disappear when the stress is relieved. D. A 2007-2009 national survey data from American Diabetes Association states that for people diagnosed with diabetes aged 20 ye ars or older, 12. 6% of blacks, 11. 8% of Hispanics, 8. 4% of Asian Americans, and 7. 1% of whites. E. Causes of Diabetes? 1. According to Tom and Gena Metcalf, the authors of Diabetes, there are hereditary and environmental factors involved, and lifestyle. a. For type 2 diabetes, there is stronger link to family history than type 1. If both parents have it, there is 50 % of chance of getting it. If one parent has it, the risk is almost 3 times the general population risk. b. Environmental factors are: Dr. James Warram, a lecturer in epidemiology at Harvard School of Public states that one trigger might be cold weather. 2. Also affecting is age, obesity, lack of exercise. F. The Symptoms of diabetes are many factors. 1. Type 1 and 2 diabetes people can have blurred vision, urinary tract infections, blindness, foot ulcers that leads to limb amputations. 2. Symptoms can develop suddenly (over days or weeks), or gradually (over several years). a. Jane 47 year-old is a triple amputee, have undergone operations to remove both her legs and one arm due to Type 1 diabetes. She faces the prospect of losing her remaining arm in the near future because of diabetes. Imagine not having your legs, what a depressing life that would be. Solution: A. First option, you can do nothing about it. 1. Severe consequences can occur with uncontrolled diabetes. . You can get foot ulcers, blindness, leg amputations, and even death. b. According to the National Diabetes Information Clearinghouse, in 2006, about 65,700 lower-limb amputations were performed in people with diabetes.. B. Second option is taking insulin therapy or oral medications. 1. For Type 1 diabetes, injectable insulin is used. 2. According to Doctor Diane Ell iot in Oregon health Science University, There are different types of oral drugs used to manage Type 2 diabetics: 3. Some side effects with metformin are nausea, vomiting, gas, bloating, diarrhea and loss of appetite. 4. The side effects and the cost of such medicine shows that medication might be at an expense physically and mentally to diabetics. a. It can cost a lot of money. The Website Cost Helper, what are people paying explains that for patients without health insurance, diabetes medication costs $200 to $500 or more a month for a multi-drug regimen. C. The third option, an important aspect in managing diabetes that doesn’t cost us a dime is exercise. 1. Hippocrates said â€Å"Walking is man's best medicine. † Walking is one of the easiest and least expensive ways without needing any equipment’s to stay physically fit. There are no side effects for walking. Just good results. 2. According to Linn Goldberg, doctor and author of the Healing power of exercise, walking helps the body becomes more sensitive to insulin’s action, so sugar is more easily removed from bloodstream and blood glucose levels can normalize. 3. Expert from the National institutes of Health all advise 30 minutes or more of moderate to intense walking on most days of the week. You can walk in two 15 minute segments or three 10 minute. You can take a walk on the park, or on your treadmill. a. The cost is only 30 minutes from you day, while the reward outweighs it, saving your life from complications of diabetes. Visualization: D. Here are two stories of diabetics who chose two different paths to manage their diabetes. A. Choosing to walk 30 minutes a day can help you manage diabetes and even combat other diseases. You might know Della Reese, remember her in the TV series â€Å"Touched by an Angel† is America’s best loved celebrities diagnosed with diabetes Type 2. Her activities include walking on a treadmill to manage her diabetes. Now she parks a block away and walk. She knew one thing for sure that â€Å"ignorance and fear would kill you quicker than any disease. Now she is in charge of her diabetes and still living her entertainment life. B. Not walking 30 minutes a days to control your diabetes is a big mistake: Remember Jane, the 47 year old triple amputee who has failed to understand how deadly uncontrolled diabetes was, and now faces the possibility of losing her remaining arm in the future? She says ‘Diabetes is a condition that has to be respected otherwise the implications are horrendous. † Call to Action: So I want to urge you to start walking 30 minutes today, for a better tomorrow. If you walk regularly for 30 minutes a day, it can considerably help you control your diabetes and help you be fit and feel better. After surveying the class, I gathered that most of us would want to choose exercise for preference to prevent and or manage diabetes. Just realize that each mile a sedentary person walks will add 21 minutes to their life and save society 24 cents in medical and other costs according to the Rand Corporation, a well-known California based â€Å"think tank formed to offer research and analysis. So put on some comfortable shoes, and start walking 30 minutes a day. Diabetes Diabetes mellitus (DM) is a set of related diseases in which the body cannot regulate the amount of sugar (specifically, glucose) in the blood. The blood delivers glucose to provide the body with energy to perform all of a person's daily activities. * The liver converts the food a person eats into glucose. The glucose is then released into the bloodstream. * In a healthy person, the blood glucose level is regulated by several hormones, primarliy insulin. Insulin is produced by the pancreas, a small organ between the stomach and liver.The pancreas also makes other important enzymes released directly into the gut that helps digest food. * Insulin allows glucose to move out of the blood into cells throughout the body where it is used for fuel. * People with diabetes either do not produce enough insulin (type 1 diabetes) or cannot use insulin properly (type 2 diabetes), or both (which occurs with several forms of diabetes). * In diabetes, glucose in the blood cannot move efficiently into cells, so blood glucose levels remain high.This not only starves all the cells that need the glucose for fuel, but also harms certain organs and tissues exposed to the high glucose levels. Type 1 diabetes (T1D): The body stops producing insulin or produces too little insulin to regulate blood glucose level. * Type 1 diabetes involves about 10% of all people with diabetes in the United States. * Type 1 diabetes is typically diagnosed during childhood or adolescence. It used to be referred to as juvenile-onset diabetes or insulin-dependent diabetes mellitus. Type 1 diabetes can occur in an older individual due to destruction of the pancreas by alcohol, disease, or removal by surgery. It also results from progressive failure of the pancreatic beta cells, the only cell type that produces significant amounts of insulin. * People with type 1 diabetes require insulin treatment daily to sustain life. Type 2 diabetes (T2D): Although the pancreas still secretes insulin, the body of someone w ith type 2 diabetes is partially or completely unable to use this insulin. This is sometimes referred to as  insulin resistance.The pancreas tries to overcome this resistance by secreting more and more insulin. People with insulin resistance develop type 2 diabetes when they fail to secrete enough insulin to cope with their higher demands. * At least 90% of adult individuals with diabetes have type 2 diabetes. * Type 2 diabetes is typically diagnosed in adulthood, usually after age 45 years. It used to be called adult-onset diabetes mellitus, or non-insulin-dependent diabetes mellitus. These names are no longer used because type 2 diabetes does occur in younger people, and some people with type 2 diabetes require insulin therapy. Type 2 diabetes is usually controlled with  diet,  weight loss,  exercise, and oral medications. However, more than half of all people with type 2 diabetes require insulin to control their blood sugar levels at some point in the course of their illn ess. Gestational diabetes (GDM)  is a form of diabetes that occurs during the second half of  pregnancy. * Although gestational diabetes typically resolves after delivery of the baby, a woman who develop gestational diabetes is more likely than other women to develop type 2 diabetes later in life. Women with gestational diabetes are more likely to have large babies. Metabolic syndrome  (also referred to as syndrome X) is a set of abnormalities in which insulin-resistant diabetes (type 2 diabetes) is almost always present along with  hypertension  (high blood pressure), high fat levels in the blood (increased serum lipids, predominant  elevation of LDL cholesterol, decreased  HDL cholesterol, and  elevated triglycerides),  central obesity, and abnormalities in blood clotting and inflammatory responses.A high rate of  cardiovascular disease  is associated with metabolic syndrome. Prediabetes  is a common condition related to diabetes. In people with prediabetes , the blood sugar level is higher than normal but not yet high enough to be considered diagnostic of diabetes. * Prediabetes increases a person's risk of developing type 2 diabetes,  heart disease, or  stroke. * Prediabetes can typically be reversed (without insulin or medication) with lifestyle changes such as losing a modest amount of weight and increasing physical activity levels.Weight loss can prevent, or at least delay, the onset of type 2 diabetes. * An international expert committee of the American Diabetes Association redefined the criteria for prediabetes, lowering the blood sugar level cut-off point for prediabetes. Approximately 20% more adults are now believed to have this condition and may develop diabetes within 10 years if they do make lifestyle changes such as exercising more and maintaining a healthy weight. About 17 million Americans (6. 2% of adults in North America) are believed to have diabetes.AIt has been estimated that about one third of adults with diab etes do not know they have diabetes. * About 1 million new cases of diabetes is diagnosed occur each year, and diabetes is the direct or indirect cause of at least 200,000 deaths each year. * The incidence of diabetes is increasing rapidly. This increase is due to many factors, but the most significant are the increasing incidence of obesity associated with the prevalence of a sedentary lifestyle. Complications of diabetes Both type 1 and type 2 diabetes ultimately lead to high blood sugar levels, a condition called  hyperglycemia.Over a long period of time, hyperglycemia damages the retina of the eye, the blood vessels of the kidneys, the nerves, and other blood vessels. * Damage to the retina from diabetes (diabetic retinopathy) is a leading cause of blindness. * Damage to the kidneys from diabetes (diabetic nephropathy) is a leading cause of  kidney failure. * Damage to the nerves from diabetes (diabetic neuropathy) is a leading cause of foot  wounds  and ulcers, which fr equently lead to  foot and leg amputations. Damage to the nerves in the autonomic nervous system can lead to paralysis of the stomach (gastroparesis),  chronic diarrhea, and an inability to control heart rate and blood pressure during postural changes. * Diabetes accelerates  atherosclerosis, (the formation of fatty plaques inside the arteries), which can lead to blockages or a clot (thrombus). Such changes can then lead to  heart attack, stroke, and decreased circulation in the arms and legs (peripheral vascular disease). * Diabetes predisposes people to elevated blood pressure, high levels of cholesterol and  triglycerides.These conditions both independently and together with hyperglycemia, increase the risk of heart disease,  kidney disease, and other blood vessel complications. Diabetes can contribute to a number of acute (short-lived) medical problems. * Many  infections  are associated with diabetes, and infections are frequently more dangerous in someone with diabetes because the body's normal ability to fight infections is impaired. To compound the problem, infections may worsen glucose control, which further delays recovery from infection. Hypoglycemia  or low blood sugar, occurs intermittently in most people with diabetes. It can result from taking too much diabetes medication or insulin (sometimes called an  insulin reaction), missing a meal, exercising more than usual, drinking too much alcohol, or taking certain medications for other conditions. It is very important to recognize hypoglycemia and be prepared to treat it at all times. Headache, feeling dizzy, poor concentration, tremor of the hands, and sweating are common symptoms of hypoglycemia. A person can faint or have a  seizure  if blood sugar level become too low. Diabetic ketoacidosis  (DKA) is a serious condition in which uncontrolled hyperglycemia (usually due to complete lack of insulin or a relative deficiency of insulin) over time creates a buildup of ketones (acidic waste products ) in the blood. High levels of ketones can be very harmful. This typically happens to people with type 1 diabetes who do not have good blood glucose control. Diabetic ketoacidosis can be precipitated by infection,  stress, trauma, missing medications like insulin, or medical emergencies such as a stroke and heart attack. Hyperosmolar hyperglycemic nonketotic syndrome  is a serious condition in which the blood sugar level gets very high. The body tries to get rid of the excess blood sugar by eliminating it in the urine. This increases the amount of urine significantly, and often leads to  dehydration  so severe that it can cause seizures,  coma, and even death. This syndrome typically occurs in people with type 2 diabetes who are not controlling their blood sugar levels, who have become dehydrated, or who have stress, injury, stroke, or are taking certain medications, like  steroids. Next Page: Diabetes Causes Diabetes Diabetes mellitus (DM) is a set of related diseases in which the body cannot regulate the amount of sugar (specifically, glucose) in the blood. The blood delivers glucose to provide the body with energy to perform all of a person's daily activities. * The liver converts the food a person eats into glucose. The glucose is then released into the bloodstream. * In a healthy person, the blood glucose level is regulated by several hormones, primarliy insulin. Insulin is produced by the pancreas, a small organ between the stomach and liver.The pancreas also makes other important enzymes released directly into the gut that helps digest food. * Insulin allows glucose to move out of the blood into cells throughout the body where it is used for fuel. * People with diabetes either do not produce enough insulin (type 1 diabetes) or cannot use insulin properly (type 2 diabetes), or both (which occurs with several forms of diabetes). * In diabetes, glucose in the blood cannot move efficiently into cells, so blood glucose levels remain high.This not only starves all the cells that need the glucose for fuel, but also harms certain organs and tissues exposed to the high glucose levels. Type 1 diabetes (T1D): The body stops producing insulin or produces too little insulin to regulate blood glucose level. * Type 1 diabetes involves about 10% of all people with diabetes in the United States. * Type 1 diabetes is typically diagnosed during childhood or adolescence. It used to be referred to as juvenile-onset diabetes or insulin-dependent diabetes mellitus. Type 1 diabetes can occur in an older individual due to destruction of the pancreas by alcohol, disease, or removal by surgery. It also results from progressive failure of the pancreatic beta cells, the only cell type that produces significant amounts of insulin. * People with type 1 diabetes require insulin treatment daily to sustain life. Type 2 diabetes (T2D): Although the pancreas still secretes insulin, the body of someone w ith type 2 diabetes is partially or completely unable to use this insulin. This is sometimes referred to as  insulin resistance.The pancreas tries to overcome this resistance by secreting more and more insulin. People with insulin resistance develop type 2 diabetes when they fail to secrete enough insulin to cope with their higher demands. * At least 90% of adult individuals with diabetes have type 2 diabetes. * Type 2 diabetes is typically diagnosed in adulthood, usually after age 45 years. It used to be called adult-onset diabetes mellitus, or non-insulin-dependent diabetes mellitus. These names are no longer used because type 2 diabetes does occur in younger people, and some people with type 2 diabetes require insulin therapy. Type 2 diabetes is usually controlled with  diet,  weight loss,  exercise, and oral medications. However, more than half of all people with type 2 diabetes require insulin to control their blood sugar levels at some point in the course of their illn ess. Gestational diabetes (GDM)  is a form of diabetes that occurs during the second half of  pregnancy. * Although gestational diabetes typically resolves after delivery of the baby, a woman who develop gestational diabetes is more likely than other women to develop type 2 diabetes later in life. Women with gestational diabetes are more likely to have large babies. Metabolic syndrome  (also referred to as syndrome X) is a set of abnormalities in which insulin-resistant diabetes (type 2 diabetes) is almost always present along with  hypertension  (high blood pressure), high fat levels in the blood (increased serum lipids, predominant  elevation of LDL cholesterol, decreased  HDL cholesterol, and  elevated triglycerides),  central obesity, and abnormalities in blood clotting and inflammatory responses.A high rate of  cardiovascular disease  is associated with metabolic syndrome. Prediabetes  is a common condition related to diabetes. In people with prediabetes , the blood sugar level is higher than normal but not yet high enough to be considered diagnostic of diabetes. * Prediabetes increases a person's risk of developing type 2 diabetes,  heart disease, or  stroke. * Prediabetes can typically be reversed (without insulin or medication) with lifestyle changes such as losing a modest amount of weight and increasing physical activity levels.Weight loss can prevent, or at least delay, the onset of type 2 diabetes. * An international expert committee of the American Diabetes Association redefined the criteria for prediabetes, lowering the blood sugar level cut-off point for prediabetes. Approximately 20% more adults are now believed to have this condition and may develop diabetes within 10 years if they do make lifestyle changes such as exercising more and maintaining a healthy weight. About 17 million Americans (6. 2% of adults in North America) are believed to have diabetes.AIt has been estimated that about one third of adults with diab etes do not know they have diabetes. * About 1 million new cases of diabetes is diagnosed occur each year, and diabetes is the direct or indirect cause of at least 200,000 deaths each year. * The incidence of diabetes is increasing rapidly. This increase is due to many factors, but the most significant are the increasing incidence of obesity associated with the prevalence of a sedentary lifestyle. Complications of diabetes Both type 1 and type 2 diabetes ultimately lead to high blood sugar levels, a condition called  hyperglycemia.Over a long period of time, hyperglycemia damages the retina of the eye, the blood vessels of the kidneys, the nerves, and other blood vessels. * Damage to the retina from diabetes (diabetic retinopathy) is a leading cause of blindness. * Damage to the kidneys from diabetes (diabetic nephropathy) is a leading cause of  kidney failure. * Damage to the nerves from diabetes (diabetic neuropathy) is a leading cause of foot  wounds  and ulcers, which fr equently lead to  foot and leg amputations. Damage to the nerves in the autonomic nervous system can lead to paralysis of the stomach (gastroparesis),  chronic diarrhea, and an inability to control heart rate and blood pressure during postural changes. * Diabetes accelerates  atherosclerosis, (the formation of fatty plaques inside the arteries), which can lead to blockages or a clot (thrombus). Such changes can then lead to  heart attack, stroke, and decreased circulation in the arms and legs (peripheral vascular disease). * Diabetes predisposes people to elevated blood pressure, high levels of cholesterol and  triglycerides.These conditions both independently and together with hyperglycemia, increase the risk of heart disease,  kidney disease, and other blood vessel complications. Diabetes can contribute to a number of acute (short-lived) medical problems. * Many  infections  are associated with diabetes, and infections are frequently more dangerous in someone with diabetes because the body's normal ability to fight infections is impaired. To compound the problem, infections may worsen glucose control, which further delays recovery from infection. Hypoglycemia  or low blood sugar, occurs intermittently in most people with diabetes. It can result from taking too much diabetes medication or insulin (sometimes called an  insulin reaction), missing a meal, exercising more than usual, drinking too much alcohol, or taking certain medications for other conditions. It is very important to recognize hypoglycemia and be prepared to treat it at all times. Headache, feeling dizzy, poor concentration, tremor of the hands, and sweating are common symptoms of hypoglycemia. A person can faint or have a  seizure  if blood sugar level become too low. Diabetic ketoacidosis  (DKA) is a serious condition in which uncontrolled hyperglycemia (usually due to complete lack of insulin or a relative deficiency of insulin) over time creates a buildup of ketones (acidic waste products ) in the blood. High levels of ketones can be very harmful. This typically happens to people with type 1 diabetes who do not have good blood glucose control. Diabetic ketoacidosis can be precipitated by infection,  stress, trauma, missing medications like insulin, or medical emergencies such as a stroke and heart attack. Hyperosmolar hyperglycemic nonketotic syndrome  is a serious condition in which the blood sugar level gets very high. The body tries to get rid of the excess blood sugar by eliminating it in the urine. This increases the amount of urine significantly, and often leads to  dehydration  so severe that it can cause seizures,  coma, and even death. This syndrome typically occurs in people with type 2 diabetes who are not controlling their blood sugar levels, who have become dehydrated, or who have stress, injury, stroke, or are taking certain medications, like  steroids. Next Page: Diabetes Causes