Marketing Analysis of Food Company

Marketing Analysis of Food Company 1.0 Calcium Company (CC) is a wholesale company and has long term presence plan in Auckland, New Zealand. They have invested lots of capital of launch a new product in a market. Calcium Company will be making flavored yogurt for growing kids and children. It has a unique product line which is currently in place. The company will be offering large variety of flavors. It has calcium and other vitamin and minerals in flavored yogurt. This report will look at the SWOT and PEST analysis whereby it helps to make product survive in the market. Moving on, it will go into depth the benefits of the new product in the market. In final report CC will try to launch successful product. Yummy kids will become a very trendy choice for children’s drinking milk and Calcium Company strongly believes that this will become a very meaningful and profitable investment for the future of children in our society. 1.0 Introduction CC was opened in 2006; it was making milk only and then later diversified into flavored yogurt. Since it made huge profit over the years so they decided to make the other profits. They are launching a new product in the market which is flavored yogurt. Their target market is kids 5-14 year old children. It has high content of calcium Objectives are as follows: To meet first year sales projections To grab market share within years time by 25% Plan to diversify other products in next five years time. 3.0 Situation Analysis Marketing information helps managers to make better decisions about their management such as market size and market share. 3.1 Marketing Information Pie chart 1 The above pie chart shows the market share of respective company. 3.2 SWOT Analysis Strength Healthy product Skilful labours Weakness New product Opportunities new product Threat Competitors The SWOT analysis illustrates S+T (3) and W+T (2) so the introduction of the new product is feasible. 3.3 External Environment Analysis Political and Legal factor GST Tax Income level Economic factors Insurance rate Social and Cultural factors Healthy and nutritious Technology factors Availability of resources and technology Advance technology’s Environmental factors Global warming, environmental issues. Changes in temperature can impact on many industries including dairy farming (U.K essays.com 2013). 4.0 Segmentation Strategy 4.1 Segmentation Variables It looks at the cost which is involved in launching of the new product in the competitive market. 4.2 market segment profile They are two competitors in market which is Fonterra and Goodman Fielder. At this stage they are very competitive in the market. So CC is trying to gain market share in the competitive market. 5.0 Targeting Strategy The market will target the competitors. The competitors are Fonterra and Goodman Fielder. This market looks at the age group 5-14 years old. This age group needs calcium and protein in their diet for growth. 5.1 Rational and Strategy CC will have differentiated product in the market for everyone. 6.0 Positioning The above diagram shows where yummy kids places it price which is at c. 7.0 Product The above yummy kids will attract the attention of kids because it’s so color and they name speaks. 7.1 Product Classification Existing Milk product Existing Yogurt product Calcium Fruity yogurt Iced coffee Meadow fresh 7.2 Product Line and Mix CC main product is milk which is the core base of the business later moved ahead with skim and diet milk and introducing drinking chocolate milk. CC company has a reasonable variety of product mix to present their retailers and customers also intend to introduce plain and fruity yoghurt in future. 7.3 Product Branding, Packaging and Labelling Labeling: there is bears photo on the package. It will contain the ingredients and contents on the container. 8.0 Promotion CC will have billboards, magazines and posters in dairy shops. 8.1 Objectives To attract attention of the customer s in the market. 8.2 Promotion Mix The primary objectives of the milk product yummy kids are to firmly establish CC companys brand positioning as well as development strategies to the target market. Therefore objectives of advertising the yummy kids yoghurt are; Increase awareness enlighten the importance of Protein Calcium in growing kids Provide information about the product Let the customers be aware that CC company is 100% New Zealand owned 8.3 Advertising CC will advertise their product on T.V at around children program time. 8.4 Sales Promotion It will be promoted on TV channels in order to attract the attention of the customers. 9.0 Pricing CC will allocate its price at low due it’s a new product in the market. 9.1Pricing Objectives Maximize profit Gain market share 9.2 Pricing Method Hence, the cost of each tub of yummy kids: Material$0.10 Processing cost$0.10 Labour cost$0.10 Total Cost$0.30 Profit margin $0.20 Add GST$0.10 Total cost of a tub of yogurt will be $0.70. 10.0 Distribution 10.1 Distribution channels Wholesalers will deliver the product to retailers and then customers will buy the product from the retailer. 10.2 Factors affecting distribution channel The factors which might affect could be cost of logistic department or they may not arrive on time to deliver the product. 10.3 Distribution intensity It will be distributed to count down, packnsave and other diary stores. 11.0 Control Systems 11.1 Budgeting CC company has budget set for their new product yummy kids. Company will focus on their budget to cater for the new product. Below is the sample budget of launching new product: Expenses Materials$20000 Processing cost$1500 Labour cost$15000 Fixed costs Machines$10000 12.0 ETHICS AND SOCIAL RESPONSIBILTTY 1. Packaging will be biodegradable 2. Product will be thoroughly tested before introducing in the market. 13.0 Conclusion In conclusion, Calcium is added to fruity yogurt in countries which is very popular with kids. Further research was also carried out on the population of Auckland especially focusing on the kid’s population (UK.Essay.com, 2013). This report does not reveal any information of CC Company’s customers and their buying habits who live across New Zealand where yummy kids can be distributed to retails to increase market share and generate return on investment. 14.0 Reference List Statistics New Zealand. (2011). Dairy Product Manufacturing Retrieved from http://businesstoolbox.stats.govt.nz/IndustryProfilerViewProfile.aspx?ProfileID=CC131 Statistics New Zealand. (2012). National Population Estimates: June 2012 Quarter. Retrieved from http://www.stats.govt.nz/browse_for_stats/population/estimates_and_projections/NationalPopulationEstimates_HOTPJun12qtr.aspx Thomadsen, R. (2007). Product Positioning and Competition: The Role of Location in the Fast Food Industry. Marketing Science, pp. 792-792-804. Retrieved from http://ezproxy.aut.ac.nz/login?url=http://search.proquest.com/docview/212253097?accountid=8440

Social Structure of Pompeii and Herculaneum

Social Structure of Pompeii and Herculaneum Many written and archaeological sources have revealed different information about the social structure in Pompeii and Herculaneum. Pompeii and Herculaneum housed over 10 000 to 20 000 people, all separating into three main social classes; Freeborn, Freedmen and Slaves. All people were either permanently born into a specific group or rarely had the ability to change their status.  [1]  Pompeii and Herculaneum consisted of a range of mixed social groups which included rich land-owners, merchants, artisans and slaves. Both towns were lead by men following the patriarchal system. All elite people were determined by their previous families.  [2]  Men and women were treated differently, as the women had less responsibility to the community then the men had.  [3]   On the top of the social structure in Pompeii and Herculaneum was Freeborn. Freeborn men and women were classified as the high-class residents of Pompeii and Herculaneum, both politically and socially.  [4]  Freeborn people lived on altering their lives to satisfy and impress the people of Pompeii and Herculaneum.  [5]  It was important to publicly show that they were elite and important and in doing so freeborn men and women dressed with discrete details (toga for men and stola for women, (Refer to Appendix 9 and 10) that made them stand out amongst the rest of the public.  [6]  All freeborn people in Pompeii and Herculaneum came from either their ancestors or by property.  [7]  They included wealthy landowners and businessmen. Freeborn men had many advantages and satisfactions in being so highly ranked. Men had full legal rights and could become candidates for political office. They could become part of the council and dominate the community finances, spaces and rel igion. Freeborn men were very influential people who had statues devoted to them and had honorary tombs made for them. Freeborn men had reserved seating in the amphitheatre.  [8]   An archaeological fresco has shown a wealthy freeborn man and women in a banquet scene which indicates the social standing, where servants and slaves are typically displayed as smaller and lower people in the picture.  [9]  ( Refer to Appendix 5) Women in Pompeii and Herculaneum were expected to run the household, take care of children and manage the finances.  [10]  High-class women unlike men could not be in the political office. They were under the legal administration of their fathers and husbands which meant that they would belong with whichever social class their husband or father were in  [11]  . Freeborn women could own their own property, have an education and become businesswomen and priestesses. An example of a woman was Eumachia who was both business woman and a city priestess.  [12]  (Refer to Appendix 1).Another example is Julia Felix who was a very wealthy women who owned an entire block of land in Pompeii.  [13]  (Refer to Appendix 4). Like freeborn men, women received statues and tombs in their honour. Women also helped with the construction of buildings and tombs.  [14]  Women in Pompeii and Herculaneum were not classified as citizens, education was a symbol of respect but motherhood was the most valued occupation.  [15]  They could not control the political office as they required particular characteristics such as power and rights which they lacked.  [16]  Unlike many other Roman women Pompeian women had more freedom and could participate in the public, religious and business life.  [17]  Several wall paintings, inscriptions and frescoes have displayed Pompeian and Herculaneum women actively engaged in public activities and walking around the city freely.  [18]  (Refer to Appendix 6 and 7). Eumachia was a very influential women in Pompeii and Herculaneum. She owned a large building in the Forum of Pompeii which was the Fullers (Refer to Appendix 3). An inscription signifies that she built it with her own money, in honour of Augustan concord. Eumachia was the patron of the Fullers who worked in the building. The Fullers made a statue in her honour.  [19]   Freed people were known as liberti who were formerly known slaves. In order to become a Freedmen one must buy their freedom or be granted it by their owner.  [20]  Freed men were men and women who were freed from slavery and no longer had to serve anyone.  [21]  The process and ceremony of being set free was called Manumission and in this process the former slave was beaten for the last time to remind them that they were still in debt to their master.  [22]  Freed mens names gave evidence to the status they belonged to.  [23]   The freed people had numerous restrictions on their rights as they owed duties and responsibilities to their previous owners. This is where the patronage system comes into action where the former slave has become the client for their master. Freedmen had low social status and were poor, but it was possible for them to succeed in trade and become wealthy.  [24]  Many freedmen became wealthy and influential; an example is the Vetii Brothers, 1895.  [25]  The Vetii Brothers Aulus Vettius Restitutus and Aulus Vettius Conviva were former slaves who had been freed and became wealthy tradesmen. The House of the Vetii was owned by the Vettii brothers and one of the most well known and admired houses, it displayed a range of different frescoes which indicated their wealth through trade. Evidence has proven that they were wine merchants and became very well known and influential people in Pompeii and Herculaneum.  [26]   A fresco in their home portrayed Hermes god of Trade, located in their triclinium trying to profess their thanks to him.  [27]  (Refer to Appendix 8). Another archaeological source was a poster which said: [A VETTIUS] RESTITUTUS ROG[AT] VETTI CONIVA, AUGUSTALIS [FAC]. This poster was used to help the former owners of the brothers in the political votes as they had gained many connections through trade. The House of the Vettii contained many archaeological sources which helped reveal information about the social structure in Pompeii and Herculaneum. (Appendix 11 shows a picture of Priapus weighing his phallus, which was located at the front door greeting the guests). Freedmen participated in religious cults and could have their own businesses. Freedmen could not have political power like Freeborn men could but they could vote in the elections. Freed women like men could not hold formal political office and could also work for their former master through the patronage system.  [28]   In Pompeii and Herculaneum little evidence has been found about the slaves and their lives.  [29]  Slaves came from a range of different countries and could be bought and sold by their masters.  [30]  Slaves had no rights, privileges  [31]  and no permanent home as their owners could sell and dispose of them at anytime.  [32]  Many owners bought slaves for sexual intentions.  [33]  Several slaves were educated sometimes more than their owner. Their duty was to clean and cook , some took on the role of doctors and teachers.  [34]   In Pompeii slaves came from debtors and prisoners from wars usually consisted of women and children.  [35]  Slaves made up for forty percent of the population in both Pompeii.  [36]  Slaves worked for Freeborn people, Freedmen and the town council.  [37]  A range of evidence identifies that some slaves lived with their owners as they were considered by law as part of the property.  [38]  The House of Menander and the House of the Centenary are some examples of houses where specific rooms were assigned only to the slaves.  [39]  Tombs that were owned by slaves was rare, seemingly as most slaves were buried in random unmarked places.  [40]  An example of a tomb that was owned by a slave is shown through inscriptions Conviva, slave of Veia, lived 20 years.  [41]   The main goal was to be granted freedom and no longer be a slave for anyone. In order to be free it was required by the slave to either pay off their freedom or be granted freedom by their owner. The freedom converted the slaves to Freedmen.  [42]  Freedom for the slaves came with a ceremony called Manumission.  [43]  Many slaves resumed work with their previous owners but did not get the benefit of citizenship.  [44]   The relationship between the client and patron was a very common characteristic in all social classes in Pompeii and Herculaneum. It was a patronage system where high status people became leaders to the lower class people making them the client. In return the client was expected to support their master through political elections and any other services needed. In doing so the client was rewarded with a gift ,free meal or guidance with their the legal affairs. Clients were supported politically, socially, economically and legally. After many years of serving the owner the slave is granted freedom and adopts the owners name and become their client.  [45]   An example of this relationship was Eumachia and the guild of fullers. A statue of Eumachia was dedicated to her in her honour by the Fullers. (Refer to Appendix 1).Also there was an inscription on the statue that read The Fullers (dedicated this statue) to Eumachia, daughter of Lucius, Public priestess.  [46]  (Refer to Appendix 2). In conclusion written and archaeological sources have created a wide range of knowledge about the social structure in Pompeii and Herculaneum. The social structure branched out into three main categories freeborn, freedmen and slaves, people were either born into the social class or rarely changed into another status. Appendix Appendix One- http://farm2.static.flickr.com/1058/739235616_e3e5b19055.jpg Appendix Two- http://www.vroma.org/images/mcmanus_images/eumachia_inscript.jpg inscription on Eumachias building Appendix Three- scan from book. Appendix Four- Insulae of Julia Felix. http://wings.buffalo.edu/AandL/Maecenas/italy_except_rome_and_sicily/pompeii/ac880526.jpg Refer to Appendix 5- http://www.scalarchives.com/scalapic/foglia1/b/AF00125b.jpg Appendix Six- Three women conversing in Herculaneum. (Fresco) http://www.corbisimages.com/images/67/8C223073-D171-4282-86AB-9CFCDFA59F18/MI001617.jpg http://www.corbisimages.com/Images/spacer.gif Appendix Seven- Women playing the Lyre. http://www.the-romans.co.uk/g5/22.woman_with%20_lyre_small.jpg Appendix Eight- Hermes god of Trade. Priapus-Hermes (Mercury), phallic fertility god, with caduceus | Roman fresco Pompeii Appendix 9- Stola for Women. http://www.fashion-era.com/images/all_greeks_romans/faustina-roman-flora2.jpg Appendix 10- Toga for Men. Appendix 11- http://0.tqn.com/d/ancienthistory/1/0/0/l/2/HouseoftheVetii.jpg

Bruce Stovel’s A Contrariety of Emotion’: Jane Austen’s Ambivalent Lovers in Pride and Prejudice :: Pride Prejudice

Bruce Stovel’s A Contrariety of Emotion’: Jane Austen’s Ambivalent Lovers in Pride and Prejudice The hero and heroine in Jane Austen’s Pride and Prejudice forever intrigue critics, and in Bruce Stovel’s essay, they are once again analyzed. Thoroughly researched and imaginative in scope, Stovel’s â€Å" ‘A Contrariety of Emotion’: Jane Austen’s Ambivalent Lovers in Pride and Prejudice† presents a novel interpretation of Elizabeth and Darcy’s relationship. Stovel believes that the lovers’ relationship is neither love-at-first-sight nor hate-at-first-sight. Instead, he firmly believes that since Pride and Prejudice is comic, it has a â€Å"both/and rather than an either/or vision† (28). Drawing the definition of â€Å"ambivalence† from the Oxford English Dictionary, Stovel clarifies that what Elizabeth and Darcy feel toward each other is ambivalence – â€Å"the coexistence in one person of the emotional attitudes of love and hate, or other opposite feelings, towards the same object or situation† (27). Sandwiching his analyses of the ambivalent lovers between his deliberations on Austen’s intentions and other critics’ inductions, Stovel is able to lodge his essay in a broad, meaningful context. However, this strength of Stovel’s essay is also a flaw, because as Stovel spews forth a list of what other critics think, the reader is left to wonder what Stovel himself thinks. When Stovel finally reveals his opinions, he speaks of â€Å"moral patterns† and â€Å"psychological states† as being ambivalent characteristics of Elizabeth (28). Although Stovel’s idea has great potential for expansion, he fails at explaining this concept clearly. It is difficult to grasp the connection between the â€Å"moral† engagement of Elizabeth in â€Å"protecting herself from her own sharp intelligence† and her being â€Å"humiliated by Charlotte’s defection† (29). After all, Elizabeth prides herself on being a â€Å"studier of charact er† (Austen, 38) and she is shocked at – not â€Å"humiliated by† – Charlotte’s marriage to Mr. Collins. Elizabeth cannot believe her friend’s defection, because she has previously told Charlotte that it is unsound to believe â€Å"it is better to know as little as possible of the defects of the person with whom you are to pass your life† (Austen, 21). Stovel states that Elizabeth’s â€Å"psychological predicament† is being unable to think well of others (Stovel, 29). This is untrue, because Elizabeth admires her sister Jane for thinking well of everyone, and she â€Å"could easily forgive [Darcy’s] pride, if he had not mortified [hers]† (Austen, 19). In short, Stovel is correct in uncovering the contrarieties of Elizabeth’s thoughts and emotions, but he does so with some poor examples from Austen’s text.

Ghost Story of the New Jersey Devil Essay -- Ghost Stories Urban Legen

The New Jersey Devil The Legend of the Jersey Devil is the most prominent legend that is told to citizens of New Jersey; it is mainly told to elementary school aged children. There are a variety of settings that the story has; however, the most common location that is used when retelling the tale is Leeds Point, NJ, which is in the Pine Barrens region of the state. This tale of the Jersey Devil recounts the existence of a supernatural creature that is said to have terrorized the New Jersey Pine Barrens and surrounding areas for the last 260 years. The teller of this version of the legend is a Caucasian female who is eighteen years of age and attends the University of Maryland. She comes from a middle class family and believes in the Christian faith. As a New Jersey native, this young woman was originally told this story when she was a child in school. She admits that as a child, she believed the tale as true; however, at this age, she no longer believes in the existence of the New Jersey Devil. Wh ile on the way to class, we discussed New Jersey’s most famous legend, and she was able to recount the tale: Well about three hundred years ago, there was a woman by the name of Mrs. Shrouds. She lived in the New Jersey Pine Barrens with her family. Times were hard for her, and she couldn’t deal with having such a big family. Since she was so angry about her children and having to grow and cook food for them, she said, ‘If I have another child, I want it to be the devil.’ Well, then she got pregnant†¦ again, and she had her thirteenth child. The child was born deformed and actually looked like a devil. It had horns and wings and everything. Because of its deformity, Mrs. Shrouds kept her child locked in the basement so t... ...exemplifies the belief of society that witches can only be allied with the sin and malevolence. In addition, the Jersey Devil is used as a scapegoat; it is to blame when farm animals are missing or crops are destroyed. The story telling abilities of the young woman recounting the tale of the Jersey Devil showed its currency as well as the storytellers skepticism. She told it as if the story was common knowledge, performing the tale somewhat matter-of-factly. This tone of voice made the legend seem less of a supernatural occurrence. Consequently, it became obvious that the teller had little belief in the story, for she minimized the mystical elements. She did incorporate a few pauses in her speech in an attempt to make the story slightly suspenseful. Works Cited Juliano, David. â€Å"The Jersey Devil 4 x 4.† http://www.the-jersey-devil.com/devilstory.html

The Social Model of Mental Illness Essay -- Psychiatry Psychology Pape

The Social Model of Mental Illness The social model of mental illness emphasizes the social environment and the roles people play. Thomas Scheff maintains that people diagnosed as mentally ill are victims of the status quo, guilty of often unnamed violations of social norms; thus the label "mental illness" can be used as an instrument of social control. I agree with Scheff's analysis, and I strongly concur with the view Thomas Szasz takes on the notion of mental illness. Szasz argues that much of what we call "mental illness" is a myth; it is not an illness, but simply "problems in living", troubles caused by conflicting personal needs, opinions, social aspirations, values, and so forth (Szasz 13). It thus follows that the widely accepted medical model of mental illness is inherently flawed; that mental illness should, then, certainly not be treated much like physical illness. Szasz is extremely critical of contemporary psychiatry as a discipline, arguing that psychiatrists are not benign professionals helping t o liberate individuals and improve their lives by diagnosing and treating mental illnesses, but instead act as agents of social control; silencing, stigmatizing and dehumanizing people who disturb the prevailing social order. Every society rewards conformity; those with more serious problems in living often do a very poor job of conforming, and are punished accordingly. In Ideology and Insanity: Essays on the Psychiatric Dehumanization of Man, Thomas Szasz writes that "on the one hand, by seeking relief from the burden of his moral responsibilities, man mystifies and technicizes his problems in living...on the other hand, the demand for "help" thus generated is now met by a behavioral tec... ...s in trying to understand and properly treat what is known as mental illness, we should give some credibility and responsibility back to those who are labeled "mentally ill," looking to them for ideas, for suggestions, for guidance. Those who have more severe problems in living (as well as their families and/or friends) may know more about their predicament than those who do not, and may be able to propose, indirectly or directly, remedies that may alleviate their unfortunate plight. Bibliography: Awake! Magazine. "Hope for the Mentally Ill." September 8, 1986 ed, pgs.3-10. Watchtower Bible & Tract Society of New York, Inc, 1986. Kaysen, Susanna. Girl, Interrupted. Turtle Bay Books. New York, NY, 1993. Szasz, Thomas. Ideology and Insanity: Essays on the Psychiatric Dehumanization of Man. Syracuse University Press. Syracuse, NY, 1991

Life’s Unexpected Roller Coaster: A Study of Scoliosis Essay

Many people may wonder exactly what scoliosis is. Scoliosis is a sideways curvature of the spine that is greater than ten degrees. Mild scoliosis ranges from ten to twenty degrees. Intermediate scoliosis ranges from twenty to seventy degrees, and severe scoliosis is any curve greater than seventy degrees. Though cases of scoliosis are found equally among both male and females, females scoliosis tends to be more severe (Board). Scoliosis can be present at birth, congenital. There are a few different types of scoliosis; functional, structural, and idiopathic structural. In functional scoliosis the problem does not originate the spine. The curvature in functional scoliosis is flexible, and the curve is normally caused by uneven legs or muscle spasms caused by pain (Board). Functional scoliosis will go away when the underlying problem is corrected. For example in the case of uneven legs orthopedic shoes can be worn. In structural scoliosis the curvature is not flexible it is a fixed curvature in the spine. There could be an underlying problem with the brain or spinal cord. In structural scoliosis there could also be an underlying problem with nerves or muscles (Board). Most scoliosis patients have idiopathic structural scoliosis. Eighty percent of all scoliosis cases are idiopathic structural scoliosis. The cause of idiopathic structural scoliosis is unknown, but symptoms are present. Scoliosis can have several symptoms. It can cause uneven body parts such has the shoulders or waist. Scoliosis victims may lean to the side or become fatigued. Back pain and difficulty breathing are also some of the symptoms but normally are only seen in severe scoliosis cases (Board). Though there are some known causes, most causes for scoliosis are unknown. Congenital scoliosis is considered to be a birth defect. It may occur with other problems such as heart and kidney abnormalities. Spinal cord and brainstem abnormalities are also a possibility (Board). The way scoliosis is diagnosed is called the Cobb Method. The Cobb Method requires the most tilted vertebrae to be identified. A line is then drawn along the ends of these vertebrae to measure the curve. The patient is then asked to bend forward to check for bumps which may be a sign of scoliosis. Finally, an x-ray helps determine the type of scoliosis the patient has (Board). Scoliosis can come with some health risks. In severe scoliosis, the curvature is so great that it could cause the ribs to press against the heart or lungs. This in turn can cause breathing problems. If the curve is greater than one hundred degrees it could cause physical damage to the heart or lungs. Scoliosis can also cause chronic back pain or arthritis of the spine in adults (Board). There are several ways scoliosis can be treated. If the patient is a child that is still growing with a curve of twenty to thirty degrees a back brace can be used. There are two different types of back braces. The underarm or low profile brace is close fitting which makes it almost invisible under clothes. This brace fits under the arms, and around the ribcage, lower back and hips. The underarm brace is a custom made brace fit specially to the patient (Board). The Milwaukee brace is a full torso brace used for upper spine curves. It has a neck ring with rests for the chin and for the back of the head (Board). For curves greater than forty degrees, surgery may be needed. There are a few different types of scoliosis surgery. Spinal fusion is the most common type of scoliosis surgeries. This surgery works by releasing some ligaments and joints around the spinal cord and attaching a rod. A posterior or anterior approach is used to reach the spine. Hook or screws are inserted into the vertebrae to hold the rod in place, and the joints between vertebrae are removed. The rod is pulled tight and a bone graft is placed (Board). Another type of spinal fusion uses thoracoscopy. The procedure is viewed on a monitor while tiny tools are inserted through small incisions. These tools are used to help attach the metal rod to the spine. This method is usually used for curvatures in the chest region that are moderately large (Board). The growing spine system is used for young children who are still growing but are not helped by a back brace. The metal rod that is used to support the spine is adjustable. The procedure is similar to spinal fusion but the joints are not removed and the spine will not fuse. With this system surgery is needed about ever six months to change the length of the rod as the patient grows (Board). Clinical Trials â€Å"A Multicenter Prospective Study of Quality of Life in Adult Scoliosis,† is a trail that tests the effectiveness of non-operative and operative treatments of scoliosis. The trial is currently not open for recruitment. The primary goal of this trail is to compare the outcomes of surgery and non-operative treatments of scoliosis. The study will be done on patients aged forty to eighty with ASLS defined as a lumbar curve with a coronal Cobb measurement that is thirys degrees or greater. The secondary goal of this trial is to evaluate the impart of patient factors and co-morbidities (Multicenter). In order to be eligible for this study the patient must be between the ages of 40-80 years, have a double major or thoracolumbar/lumbar scoliosis measure thirty degrees or greater, and a SRS score of 4.0 or less in pain, activity and or appearance. The estimated enrollment is three hundred patients. This trial will be conducted by Washington University School of Medicine. It is sche duled to start in July 2009 and estimated to end in December 2015 (Multicenter). â€Å"Phase IV Comparing Rods of Yield Strengths to Correct Adolescent Idiopathic Scoliosis,† is a trail that tests titanium rods vs. ultra strength stainless steel rods for better correction of scoliosis. This trial is currently recruiting. The goal of this trial is to figure out whether titanium rods or ultra strength stainless steal rods are better for the correction of scoliosis. Surgeons have noticed that the screw construction has been increasing while the strength of the rod has not. The rod is now the weak part of the construction. This brings the need for newer, stronger rods (Phase). Patients must 10-20 years of age, have progressive lenke type 1A, N or idiopathic adolescent scoliosis measuring greater than forty-five degrees. The estimated enrollment for this trial is one hundred patients. This trial will be conducted by Queen’s University in Canada. The trial started September 2008 and is estimated to be complete by September 2011 (Phase). â€Å"Surgical Outcomes Using Variable Rod Diameters in the Treatment of Idiopathic Scoliosis,† is a trail to test the difference in a rod with a diameter of 5.5mm vs. one with a diameter of 6.35mm. This trial is currently r ecruiting. The primary goal of this trail is to discover which diameter of rod is more successful in correcting scoliosis in children. Surgeons use the specific rods based on their preference. There is no proof as to which diameter of rod works better. It is a question that needs to be put to the test (Surgical). Patients must be 11-18 years of age, have scoliosis, and be anticipating a spinal fusion surgery. The estimated enrollment is three hundred patients. This trail is being conducted by Shriners Hospital for Children in Tampa. The starting date was May 2007 and it is estimated to end in May 2010 (Surgical). The purpose of â€Å"The Idiopathic Scoliosis and Its Treatment (Orthopedic and Surgery): Effect of the Severity, Orthosis and the Arthrodesis on the Gait (scoliosis),† trial is to test the effects of the treatment of scoliosis. This trial is currently recruiting. The primary goal is to compare locomotion parameters in treated scoliosis patients. The secondary goal is to evaluat e the effects of the frontal curve’s severity of the AIS (Adolescent Idiopathic Scoliosis). Another goal that is hoped to be achieved is comparing the effects of treatment on the gait parameters (Idiopathic). Patients must be 12-18 years of age and female to participate. Both healthy and patients diagnosed with scoliosis by x-ray are needed. The estimated enrollment for this trial is fifty patients. It will be conducted by Cliniques Universitaires Saint-Luc-Universite Catholique de Louvain in France. The start date for this trial was January 2009 and it is expected to be over by September 2009 (Idiopathic). â€Å"Influence of Leg Length Discrepancy on the Spinal Shape and Biomechanics in Functional and Idiopathic Scoliosis Patients,† is a trial that was created for motion analysis of scoliosis patients. The trial is not yet open for recruitment. The primary goal is to investigate the effects of correction of Leg Length Discrepancy (LLD). LLD is defined as a condition in which paired limbs are unequal in length (Influence) LLD may lead to lumbar scoliosis. It is thought that if LLD is taken care of it can cure the scoliosis. To be eligible for this trial the patient must have functional lumbar scoliosis combined with LLD or idiopathic lumbar scoliosis without LLD. The estimated enrollment for this trial is thirty patients. The trial will be conducted by National Taiwan University Hospital. There are no available dates for this trial (Influence). The trial â€Å"Comparing Two Instrumentation Systems for the Treatment of Adolescent Scoliosis† was created to test the Moss Miami Spine Instrumentation System and the Universal Spine Instrumentation System. This trial has been completed. The primary goal was to compare the quality of life, functional outcome, cosmetic result, and the correction of spinal deformity of the two instrumentation systems (Comparing). Patients had to be 8-18 years of age, have idiopathic scoliosis requiring posterior instrumentation and fusion, scoliosis and a finding of conus less then L1-2 disc level, scoli osis and a finding of a small syrinx (non-progressivie and does not require neurosurgical treatment), and non-progressive spondylolysis. This trial had an estimated enrollment of one hundred and twenty-six patients. It was conducted by The Hospital for Sick Children in Canada. The study was received January 4, 2006 (Comparing) The Moss Miami system and the Universal Spine systems provided similar quality of life and curve correction (Comparing). â€Å"Continuous Local Infusion of Anesthetic at the Incisional Site for Scoliosis Surgery,† is a trial for testing the drugs Bupivacaine and normal Saline. This trial is currently recruiting. The primary goal is to evaluate effects of continuous local anesthetic delivery on the immediate post-operation recover of patients undergoing spinal fusion surgery (Continuous). The eligibility for this trial is 8-18 years of age, clinical diagnosis of congenital scoliosis, clinical diagnosis of idiopathic scoliosis, and anticipated spinal fusion surgery. The estimated enrollment is sixty patients. The trial is being conducted by Shriners Hospital for Children in Tampa. The trial started May 2007 and is estimated to end January 2010 (Continuous). The trial â€Å"Analgesic Effects of Gabapentin After Scoliosis Surgery in Children† was created to test the drugs Gabapentin and Placebo. This trial is currently recruiting patients. The primary goal is to determine whether the use of Gabapentin will improve postoperative analgesia and reduce opioid consumption and side effects in children undergoing corrective spinal surgery for idiopathic scoliosis (Analgesic). The secondary goal is to evaluate whether use of Gabapentin reduces pain scores, decreases postoperative nausea and vomiting, decreases persisting pain and improves patient satisfaction (Analgesic). Scoliosis surgery can cause sever pain after the surgery is over so a way to control this pain is needed. Patients must be 10-17 years of age, scheduled for elective surgical correction of scoliosis, and able to operate a patient-controlled analgesia (PCA) pump. The estimated enrollment is thiry -six patients. This trial is being conducted by The Hospital for Sick Children in Canada. The start date for this trial was May 2008 (Analgesic). â€Å"Effect of Early Morphine Administration on the Development of Acute Opioid Tolerance During Pediatric Scoliosis Surgery† is a completed trial that tested the drugs Morphine and Saline. The primary goal was to examine if morphine administered by bolus before initiating Remifentanil by infusion decreases the incidence of acute postoperative opioid tolerance (Effect). To be eligible for this trial the patient had to be 11-18 years of age, unpremedicated, ASA physical status 1 or 2, and be scheduled for posterior instrumentation for correction of idiopathic scoliosis. This trial had an enrollment of thirty-seven patients. The groups were demographically similar. No differences were observed between groups in the initial 24-hr morphine consumption, NRS pain scores, sedation, nausea, or vomiting (Effect). â€Å"VEPTR Implantation to Treat Children With Early Onset Scoliosis Without Rib Abnormalities† is a recruiting trial that tests unilateral or bilateral VEPTR devices. The primary goal of this trial is to evaluate the use of unilateral or bilateral VEPTR devises for preventing further progression of the angle, allowing for spinal growth and improving pulmonary function in the treatment of children with scoliosis (VEPTR). To be eligible for this trial, patients must be 18 months-10 years of age, have progressive scoliosis, and have a curve beyond 45 degrees. The estimated enrollment is two hundred and fifty patients. This study is being conducted by Shriners Hospital for Children in Tampa. The start date was January 2008 and it is estimated to be over by January 2016 (VEPTR). â€Å"Effectiveness of Bracing in Preventing Scoliosis in Children With Spinal Cord Injury† is an active trial that tests Thoraco-Lumbar-Sacral-Orthosis (TLSO)/Flex-Foam. The primary goal is to determine whether full-time high dose prophylactic bracing is more effective then low dose bracing (12 hours/day) in preventing or delaying spinal curve progression (Effectiveness) Patients must be 5-16 years of age, have C5 to L2 SCI, ASIA impairment levels A, B, or C, single structure curve smaller than forty degrees or double curve smaller than forty degrees where the largest curve is less than twenty-five degree bending film, risk for paralystic scoliosis, and the ability to follow simple instructions. The estimated enrollment is eighty-eight patients. This trial is being conducted by Shriners Hospital for Children in Tampa. The trial started June 2005 and is estimated to be over by December 2010 (Effectiveness). â€Å"Shilla Growth Permitting Spinal Instrumentation System for Treatment of Scoliosis in the Immature Spine† is a active trial that tests the Shilla growth permitting spinal procedure. The Shilla growth permitting spinal procedure is very similar to the growing spine system but requires fewer surgeries. The primary goal is to retrospectively review patients who have undergone this technique looking at age of the patient, magnitude of the curve preoperatively, postoperatively and over time, diagnosis, pulmonary function, surgical procedures, complications, and spinal growth (Shilla). To be eligible for this study the patient must be 1-10 years of age, have sever, progressive scoliosis unresponsive to bracing, or have severe, progressive scoliosis but cannot tolerate bracing. The estimated enrollment for this trial was fifty patients. It is becing conducted by Arkansas Children’s Hospital Research Institute. The start date for this trial was April 2005 and it is expecte d to be complete by April 2015 (Shilla). â€Å"Recombinant Human Erythropoietin Compared to Autologous Pre-Donation Prior to Scoliosis Surgery in Children† is a completed trial that tested recombinant human erythropoietin (rHuEpo). This procedure was created to decrease the need for blood transfusions during surgery. The primary goal of this trial is to establish whether rHuEpo is as effective as PAD in increasing red bell mass prior to surgery (Recombinant). Patients had to be 12-18 years of age and require scoliosis repair to be eligible. The estimated enrollment for this trial was twenty patients. The trial was conducted by the University of British Columbia. The start date was October 2004 and the trial ended December 2007 (Recombinant). The use of rHuEPO preoperatively and the use of PAD are not cost-effective although both techniques remain clinically effective tools (VEPTR). â€Å"Effects of Lateral Trunk Support in Spinal Alignment in Spinal Cord Injured Persons† is a completed trial that tested lateral trunk support of wheelchair seating. Different types of seating is used to help with patients posture but it was unknown if it helped with the scoliosis curve. The primary goal is to examine the effects of lateral trunk supports in special seating on the spinal alignment of spinal cord injured subjects with scoliosis (Effects of). Patients had to be 18-60 years of age, have C4-T12 SCI, sit on the wheelchair more then four hours a day, have thoracic lumbar scoliosis, and flexible scoliosis. The estimated enrollment for this trial was twenty patients. The trial was conducted by the National Taiwan University Hospital. The trial started September 2002 and ended November 2004 (Effects of). The radiographic findings demonstrate improved scoliotic spinal alignment in the frontal plane and reduced lumbar angles in the sagittal plane in persons with SCI when seated in a special seat and using LTS (Effects of). â€Å"The Use of Intraoperative Intrathecal Morphine Versus Epidural Extended Release Morphine for Postoperative Pain Control in Pediatric Patients Undergoing Posterior Spinal Fusion (IT Morphine)† is a recruiting trial that tests the drug DepoDur. The primary goal of this trial is to learn more about preventing pain in children who are having posterior spinal fusion surgery (Use). Patients must be 8-17 years of age and need a fusion of a minimum of five and maximum of thirteen levels, including at least L1 or lower. The estimated enrollment is eighty patients. The trial will be conducted by The Children’s Hospital in Denver. It started December 2008 and is estimated to end December 2010 (Use). Foundations and Grants The Scoliosis Care Foundation was founded by Gary Deutchman in 2001. The foundation helps with improving education, treatment and diagnosis of scoliosis. Gary Deautchman disliked the watch and wait approach to diagnosing scoliosis. He thought this approach was harming the future well-being of children. The Scoliosis Care Foundation has a program called the Scoliosis Awareness Program which is designed to catch early scoliosis so it does not progress (Scoliosis). The National Scoliosis Foundation is a patient-led nonprofit organization dedicated since 1976 to helping children, parents, adults, and health-care providers to understand the complexities of spinal deformities such as scoliosis (24). The National Scoliosis Foundation helps with all aspects of support. The main focus is promoting the awareness of scoliosis and providing information (National). The Small Exploratory Grant is designed for new investigators who have a preliminary concept they would like to develop into a research project (Research). The maximum grant rewarded for this category is $10,000. The maximum duration of research is one year (Research). The New Investigator Grant is designed for new investigators. Candidates who have received the Small Exploratory grant are eligible as long as they have not received any other previous funding from national granting organizations. The maximum award is $25,000, and the duration of the research can last up to two years (Research). The Standard Investigator Grant is awarded a maximum of $50,000 a year. The duration can last up to two years with the maximum total being $100,000. These grants are for any type of spinal deformity but there is additional money if it is going towards scoliosis (Research). The Continuation or Extension Grant is for on-going projects, which have previously been funded by the Scoliosis Research Society. In order to receive these grants a report of the progress is required (Research). Scoliosis is a fairly common disorder and it effects it’s victims in different ways. Scoliosis can do more then just cause the victim deformities. It can cause pain, breathing problems, and a number of other things. It could even get so bad that it could paralyze it’s victims. Scoliosis is nothing that should be left alone. Though in most cases the cause of scoliosis is unknown, it does not mean that it is not treatable. There are already several ways to treat scoliosis and more research is being done to develop more ways to treat this unexpected life roller coaster known as scoliosis. Works Cited 1. â€Å"Analgesic Effects of Gabapentin After Scoliosis Surgery in Children.† Clinical Trials. The Hospital for Sick Children, 22 May 2008. Web. 24 Oct. 2012. . 2. Board, A.D.A.M. Editorial. â€Å"Scoliosis.† Scoliosis. U.S. National Library of Medicine, 18 Nov. 0000. Web. 24 Oct. 2012. . 3. â€Å"Comparing Two Instrumentation Systems for the Treatment of Adolescent Scoliosis.† Clinical Trials. The Hospital for Sick Children, 4 Jan. 2006. Web. 24 Oct. 2012. . 4. â€Å"Continuous Local Infusion of Anesthetic at the Incisional Site for Scoliosis Surgery.† Clinical Trials. Shriners Hospitals for Children, 25 July 2007. Web. 24 Oct. 2012. . 5. â€Å"Effect of Early Morphine Administration on the Development of Acute Opioid Tolerance During Pediatric Scoliosis Surgery.† Clinical Trials. The Hospital for Sick Children, 18 Aug. 2008. Web. 24 Oct. 2012. . 6. â€Å"Effectiveness of Bracing in Preventing Scoliosis in Children With Spinal Cord Injury.† Clinical Trials. Shriners Hospitals for Children, 16 Nov. 2005. Web. 24 Oct. 2012. . 7. â€Å"Effects of Lateral Trunk Support on Spinal Alignment in Spinal Cord Injured Persons.† Clinical Trials. National Taiwan University Hospital, 9 Sept. 2005. Web. 24 Oct. 2012. . 8. â€Å"The Idiopathic Scoliosis and Its Treatment (Orthopaedic and Surgery): Effect of the Severity, the Orthosis and the Arthrodesis on the Gait (scoliosis).† Clinical Trials. Cliniques Universitaires Saint-Luc- Università © Catholique De Louvain, 10 Feb. 2009. Web. 24 Oct. 2012. . 9. â€Å"Influence of Leg Length Discrepancy on the Spinal Shape and B iomechanics in Functional and Idiopathic Scoliosis Patients.† Clinical Trials. National Taiwan University Hospital, 9 Sept. 05. Web. 24 Oct. 2012. . 10. â€Å"A Multicenter Prospective Study of Quality of Life in Adult Scoliosis (ASLS).† A Multicenter Prospective Study of Quality of Life in Adult Scoliosis. Washington University School of Medicine, 2 Mar. 2009. Web. 24 Oct. 2012. . 11. â€Å"National Scoliosis Foundation.† National Scoliosis Foundation. NSF, n.d. Web. 24 Oct. 2012. . 12. â€Å"Phase IV Comparing Rods of Yield Strengths to Correct Adolescent Idiopathic Scoliosis.† Clinical Trials. Queen’s University, 7 Oct. 2008. Web. 24 Oct. 2012. . 13. â€Å"Recombinant Human Erythropoietin Compared to Autologous Pre-Donation Prior to Scoliosis Surgery in Children.† Clinical Trials. University of British Columbia, 8 May 2006. Web. 24 Oct. 2012. . 14. â€Å"Research Areas.† National Science Foundation. National Science Foundation, n.d. Web. 24 Oct. 2012. . 15. â€Å"The Scoliosis Awareness Project.† Scoliosis Care Foundation. Scoliosis Care Foundation, n.d. Web. 24 Oct. 2012. . 16. â€Å"Shilla Growth Permitting Spinal Instrumentation System for Treatment of Scoliosis in the Immature Spine.† Clinical Trials. Arkansas Children’s Hospital Research Institute, 18 Dec. 2007. Web. 24 Oct. 2012. . 17. â€Å"Surgical Outcomes Using Variable Rod Diameters in the Treatment of Idiopathic Scoliosis.† Clinical Trials. Shriners Hospitals for Children, 31 July 2007. Web. 24 Oct. 2012. . 18. â€Å"The Use of Intraoperative Intrathecal Morphine Versus Epidural Extended Release Morphine for Postoperative Pain Control in Pediatric Patients Undergoing Posterior Spinal Fusion (IT Morphine).† Clinical Trials. Children’s Hospital Colorado, 10 Apr. 2009. Web. 24 Oct. 2012. . 19. â€Å"VEPTR Implantation to Treat Children With Early Onset Scoliosis Without Rib Abnormalities.† Clinical Trials. Shriners Hospitals for Children, 29 May 2008. Web. 24 Oct. 2012. .

Happiness: The Key To Life Essay

Hap-pi-ness: the quality or state of being happy. One crucial standard for living is being able to be happy. Happiness can be found in an numerous amount of ways. It can be found by buying inanimate items that help us better our life or it can be found with communicating with someone. To truly reach full happiness you need to recognize that everything in your life if good and accept that you can be happy with individuals that help shape your life. Many people feel as if they are unable to live without many of their precious belongings but, some would be happy to give them up or throw them away. It is extremely difficult to look face to face to someone and find an acceptable answer to the question â€Å" Can happiness be bought? †. Achieving happiness can be a very simple thing ; for instance the life of a cat. Cats do not have many possessions / items yet they seem very happy and enjoy their lives. Cats have a reliable friend and are constantly loved by someone or another cat. They have everything to be happy so why shouldn’t they be? This can relate to humans because not many people have the same items or electronics as others yet they are happy with the simplest of things. As an example; homeless people receiving a meal on thanksgiving while others just think its another holiday, another family meal. People feel or believe that they can buy happiness but, think about how long that one Martins 2 item keeps/ makes you happy. You spent all your money on a new outfit but, you realize you have no one to see it, do you still feel happy? Or would you feel better at a friends house and hanging out. Think about this: You bought a movie and watch it three times. First time your â€Å" ROLF† rolling on the floor dieing of laughter, second time it funny and by the third time you done, sick of it. Or even when you buy a need game, you play a couple of time than something new, better , more expansive comes along. You never get tried of the simplest things in life, that is true happiness. For instance, my grandma comes over my house and makes me her special hot chocolate because she thinks I’m too skinny. It warms your stomach and makes you feel like special and thankful for everything. You can have all the things in the world but, you will never be happy if you do not have anybody to share it with. If you have no one you feel you can trust of call your true friend buying items will not help fill that void in your life.â€Å"True friends can not be bought at any store and love is not sold in a bottle† but, it can happen and bring you so much happiness. These are things you can get with your heart, even people that are extremely poor or in debt find happiness in the people they love and friends that truly care for them. It is crazy what effect money has. If you can not get happiness with it than isn’t even worth all the money in the entire universe. To be happy, many people need to come to the realization that everything that has occurred in the present or past happened for a logical reason and that’s it has happened in order to make you a better human being. It does not only make you a better person but make you see how well off you have it or can be able to have it. Even though certain events in life can be Martins 3 difficult at a certain moment, people need to realize that you can learn from your experiences and learn to take what is good out of it. In the end, certain situations will help many strive for happiness. Happiness is not free, you need to work and earn it to keep it. To exceed fully happiness people need to go through rough times and happy times as well. Many need to learn how to get the best out of their surroundings. Many things in life go wrong or not how you expected it would turn out but, that does not mean you need to live in fear. You need to live your life to the fullest and be happy, have fun even if things do not always go as planned. People say the best kind of happiness you can feel is when you are in love with someone and you know that they love you back. Whether it is a relationship or just your friends, you care about them so much that you wish them the best in life and their own journeys. This is the purest form of happiness. When two individuals will do anything to make sure the other person is happy and you are as well, it is an unspoken agreement. Happiness may come and go like seasons but, in the end, every moment you have that is filled with happiness will be well worth the unhappy and happy times that you have once endured. Think of those times as milestones in your life. Those little times of being happy or sad are bringing you to the bigger picture in your life. Remember that happiness is a gift that can be and should be shared with everyone. Sure buying things can make you feel amazing for a couple of days or even hours but, in the end you will find greater / true happiness in the little, simplest everyday things that life offers.