Industrial Engineering :: Engineer Engineering Essays

Industrial Engineering What is industrial engineering? The field of industrial engineering has had many definitions given to it. Most of the definitions include all of the same elements stated in slightly different ways. For example the Accreditation Board for Engineering and Technology (ABET) defines industrial engineering as the profession in which a knowledge of the mathematical and natural sciences gained by study, experience and practice is applied with judgment to develop ways to utilize economically, the materials and forces of nature for the benefit of mankind. [1] The American Institute of Industrial Engineers (AIIE) defines industrial engineering as concerned with the design, improvement and installation of integrated systems of people, materials, equipment and energy. It draws upon specialized knowledge and skill in the mathematical, physical and social sciences together with the principles and methods of engineering analysis and design to specify, predict and evaluate the results to be obtained from such systems. [1] Both definitions describe industrial engineering as a broad field concerned with integrating all the different aspects in a service or production environment. Part of being an industrial engineer is learning how to balance changes. History The origins of industrial engineering can be traced back to many different sources. Fredrick Winslow Taylor is most often considered as the father of industrial engineering even though all his ideas where not original. Some of the preceding influences may have been Adam Smith's treatise The Wealth of Nations, published in 1776, Thomas Malthus’s Essay on Population, published in 1798, David Ricardo’s Principles of Political Economy and Taxation, published in 1817, and John Stuart Mill’s Principles of Political Economy, published in 1848. [1] All of these works provided Classical Liberal explanations for the successes and limitations of the Industrial Revolution. Adam Smith was an economist as were most of his contemporaries at the time. "Economic Science" is the phrase to describe this field in England prior to American industrialization. The amount of influence this literature had on Taylor is unknown. Another major contributor to the field and precursor to Taylor was Charles W. Babbage. Babbage was mathematics professor at Cambridge University. One of his major contributions to the field was his book On the Economy of Machinery and Manufacturers in 1832. In this book he discusses many different topics dealing with manufacturing, a few of which will be extremely familiar to an IE. Babbage discusses the idea of the learning curve, the division of task and how learning is affected, and the effect of learning on the generation of waste.

Physical Restraints on Dementia Patients Essay

Introduction A patient’s safety is one of a nurse’s primary concerns. It has become a big issue focused on by the general public and policy-makers after medical errors have been increasingly publicized and more hospital-related injuries are reported (Stanford University, 2001). The International Council of Nurses define a nurse’s role as someone who can work on his own and/or in a team to care for people of all age groups, their families, social groups, and communities, whether well or unwell, and in different settings. Nurses promote health, prevent illness, and look after the sick, disabled and the dying. Furthermore, they advocate for a safe environment, participate in research and moulding new policies to better the health care system. (International Council of Nurses, 2010). But what happens if a nurse has to decide between a patient’s safety and upholding that patient’s right to freedom, dignity, and respect? For this assignment, the researcher wishes to take a closer look on physical restraint use in the elderly, specifically on dementia patients and why nurses find the need to use restraints important despite the drive of facilities and hospitals to eradicate or lessen their use. With the decrease in cognitive capability in some of the elderly patients, how comfortable are nurses in putting them on restraints? Do they find these patients are ripped off of their independence? If restraints are not to be used, then what alternatives are nurses left with? These are some of the questions the researcher aims to answer through a review of current literature on the topic. Background Old age brings about numerous problems including physical, emotional, and functional disorders. (Butler & Lewis, 2003). Storrs (2008) describes old age as a biological change which causes diminishing powers of adjustment. This is evident when we see patients unable to cope with their surroundings. Some common physical changes in old age include decrease in cardiac output, increase in blood pressure, impairment of gas exchange, elevation of blood glucose, decline in lean body mass, and loss of muscle mass which makes an elderly person’s locomotion difficult (Boss &  Seegmiller, 2001). Not only do changes occur physically, but the elderly also experience various mental alterations. Mental changes may occur following normal aging, medication side effects, and natural functional loss. (Woodward, 2004). Common mental impairments associated with old age include decline in memory retention, depression, and increased anxiety. (Woodward, 2004). Physical and mental changes in older adults make them vulnerable to accidents, often ending with them hurting themselves. This is more so if the patients suffer from Dementia. Although not a normal part of ageing, Dementia is a common disease in people over 65 years of age. (Ministry of Health, 2013). Dementia is a term used to describe decrease of brain function resulting in memory loss, poor communication skills, absence of reasoning, and inability to perform activities of daily living. (Bupa, 2010). It causes patients to be forgetful and confused, with little or no regard to hazards around them. Confusion, lack of insight, and impulsiveness can result to a display of behavioural problems, thereby making patients with Dementia prone to accidents and injuries (Ministry of Health, 2013). A study by Cunningham (2006) investigates why institutionalised Dementia patients tend to be more â€Å"disruptive†. He states that an unfamiliar setting combined with memory problems can be a scary situation for Dementia patients and they react to how they see fit. Adding to this, hospital routines may be misinterpreted which can lead to behaviours that are challenging. (Cunningham, 2006) However, there is a strong suggestion that nurses must try to understand the meaning behind challenging behaviours, and seek ways to inculcate familiarity and lessen distress amongst Dementia patients. (Cunningham, 2006). The numerous mental, physical, and emotional problems of patients with Dementia leave nursing staff to assist and supervise these patients in most of their activities (Weiner, Tabak, & Bergman, 2003). It is therefore vital that nurses take extra precautions when looking after patients with Dementia to prevent them from doing things that may hurt them or the people around them. Because of the continuous demands to keep patients safe while allowing time to perform daily tasks, some nurses are forced to involve coercion in the form of physical restraints. (Weiner, Tabak, & Bergman, 2003). A physical restraint is any mechanical or physical means or equipment attached to a person, which restricts movement, mobility, or access to a one’s body. (Health Care Financing Administration,  2000). It may include, but is not limited to, anklets, vest, straight jacket, and lap belts. A device may be considered as a restraint depending on its effect on a person. For example, a sheet may not be a restraint when used as a blanket; however, tucking the sides under the mattress and restricting the person from getting out of bed makes it a restraint. A geri-chair or a tray table are ordinarily not restraints but if they are used to stop a person from getting up, then it becomes one. (Health Care Financing Administration, 2000) Physical restraints are not medical interventions, and its application can be based upon a caregiver’s decision. The Nursing Interventions Classification define physically restraining a patient as putting on, taking off, or causing a device to limit his mobility (Sullivan-Marx, 1996). Account of current practice Dementia is the progressive decline in cognitive function which is more than what is expected to occur as a person advances in age. It is a non-specific disease which affects brain function, memory, communication skills, problem solving, and attention. (Nordqvist, 2009). In New Zealand, it is estimated that 60% of residents in care homes are diagnosed with moderate to severe Dementia, and every year an additional 250 beds are allocated for new admissions with the same diagnosis. (Bupa, 2010). An article in The New Zealand Herald reveals that 50,000 people in New Zealand are now living with Dementia, and the number could triple by 2050 (The New Zealand Herald, 2013). However, with the increase in dependency in aged care, there is an alarming decrease in the number of qualified staff willing and able to care for these patients (New Zealand Labour, 2010). Because Dementia patients are unable to reason and decide for themselves, their welfare is almost always left in the hands of the nurses looking after them. But with the complex patients that are handled by nurses daily, it is common for staff to use physical restraints on patients to get them to do what the nurses expect them to do, within the time frame they are expected to be done. (Weiner, Tabak, & Bergman, 2003). But nurses are not just to restrain patients. As professionals governed by a specific body, nurses’ use of restraints is to be limited. In 18 July 2005,  a policy was released by the Canterbury District Health Board (CDHB) Restraint Approval and Monitoring Group stating that all care facilities and acute hospitals in the region are to limit restraint use on patients. (Restraint Approval & Monitoring Group) In the United States, 7%-10% of Dementia patients are at one point restrained during hospitalisation, with 8% actually being tied down (McHutchion & Morse, 1998). These numbers were gathered 11 years after strengthening of the Residents’ Bill of Rights in the USA which included the patients’ Right to freedom from physical restraints. (Klauber & Wright, 2001) In New Zealand, 3.4%-21% of acutely ill patients were restrained during hospitalisation, with the restraint duration of 2.7 -4.5 days. It is quite different from the number of cases of restraint use in residential care. It was reported that 12%- 47% of patients were restrained in care facilities, with 32% of them restrained no less than 20 days a month. There is a wide range of duration of restraint use from a day to 350 days in a year. (JBI, 2002) These numbers paved way for more researchers to look into the finding ways to effectively lessen restraint use. However, most studies still show that nurses are resistant to the idea of totally removing restraints as an option. Review Aim The rate of prevalence of Dementia cases, the decline in the number of qualified staff to look after them, and the rampant use of physical restraints on these patients are all very alarming. Even with policies in place to limit restraint use, nurses seem to still use physical restraints on patients. Basically, this review will circle around how much knowledge nurses have about physically restraining dementia patients. This review aims to discover nurses’ understanding of restraint use and unmask the reasons behind their choice to use physical restraint on Dementia patients. It aims to discover any restraint policy on restraint use in Dementia patients. It will compare data amongst available literature on nurses’ perception of physical restraints and their take on the drive for minimisation of its use. The effects of physical restraint on patients will also be uncovered as articles are subjected to analysis. Literature will also be analysed for any suggestions on how to totally eradicate or avoid restraint use. A study by the Centre for Medicare and Medicaid Services reveal that within the last decade, there has been a constant decrease in the number of physical  restraint use in care homes. From 1999, 21.1% of care facilities would physically restrain elderly patients. However, in 2007, the report states that less than 5% support restraints use. (Center for Medicaid and State Operations/Survey and Certification Group, 2008) The researcher aims to draw out a conclusion on the reason behind this change and discover why despite the constant drive of administrative bodies to minimise restraint use, nurses still apply physical restraints on the elderly patients. Search Strategy Search engines like the Cumulative Index of Nursing and Allied Health Literature (CINAHL), PubMed, and Medline were utilised to find significant articles in relation to the review aim. Key words ‘physical restraint’, ‘dementia’, ‘long term care’, ‘nurse’ ‘attitude’ and ‘behaviour’ were used. Google and Yahoo search engines, and the New Zealand Nursing magazine Kai Tiaki, were also used to find related studies. After reading the found articles, the researcher finalised the most relative articles based on search criteria set out. The search criteria included full reports, quantitative or qualitative studies, and literature reviews. The articles have to be in English, published from 2000 to present, can be accessed fully, participated on by nurses, and limited on physical restraints used on Dementia patients. Because of the limitation in results, the researcher broadened the search and included studies done in acute settings, as long as the patient in restraint has a diagnosis of dementia. After further deliberation, 7 journal articles were chosen for the review. Critical analysis of the literature Three themes were drawn from the literatures chosen. These themes are a) factors that affect a nurse’s decision to use restraints b) why restraints are used and c) effects of restraints on dementia patients. a. Nurse Education influences decision-making The studies revealed that the nurse’s level of knowledge about restraints dictates their decision on whether to use restraints or not. According to the study by Yamamoto et al (2009), a nurse must have either a positive cognition or a negative cognition about restraints to consider its use or  choose not to act on a situation. Nurses also have to analyse the situation and decide on how to cope. Their coping dictates their decision-making. (Yamamoto & Aso, 2009) For this study, the authors surveyed 272 nurses in general wards in Japan using a questionnaire involving the ethical dilemma of using restraints. This study wanted to elaborate on how nurses make up a decision of restraining a patient based on how well they cope with difficult or challenging patients. Another study by Weiner et al (2003), states that a nurse has to have knowledge on patient’s rights, code of ethics, and restraint guidelines for them to decide on restraint use. The study further shows that restraint application can be viewed beneficial either to the patient, the nurse, or the institution. Comparing nurses in acute settings to those in care homes, it was found that the latter are less likely to agree to the use of restraints. This may be because most nurses working in care facilities have more knowledge about their facilities’ restraint guidelines. (Weiner, Tabak, & Bergman, 2003) Unlike other researchers, this study involves the institution and gives light to how big a role it plays in how a nurse decides about restraints. Testad et al (2005) performed a randomised single-blind controlled trial in four nursing homes in Norway. In their study, they conducted seminars and guidance sessions over six months for nurses working in care facilities. There was a documented decline of 54% inrestraint use after the educational programmes were concluded. (Testad, Aarsland,, & Aarsland, 2005) b. Reasons for Restraint Use Though nurses are trying to keep patients safe by applying physical restraints, these restraints are more harmful. Scherder et al (2010) view restraint use as detrimental to a dementia patient’s cognition and physical activity. They emphasize that using physical restraints on dementia patients causes more harm than good. Keeping dementia patients on restraints reduce physical mobility, increase patient’s stress, and even accelerate incontinence. (Scherder, Bogen, Eggermont, Hamers, & Swaab, 2010) A study in Israel by Natan et al (2010) 120 nurses were used as samples. 67.2% of these nurses admitted to having had restrained a patient over the past year. Some decision-making factors that nurses point at are subjective norms, the resident’s physical state, and the nurse’s own stress level. Nurses turn to restraints when a patient becomes increasingly difficult to manage and starts to prevent treatments such as intravenous infusions, catheter or tube insertions. (Natan, Akrish, Zaltkina, & Noy, 2010) Cotter states there is a greater likelihood for restraints to be put on dementia patients because they pose the most threat to fall, hurt themselves or hurt others. (Cotter, 2005) â€Å"In moderate to severe dementia, the risk for falls is greater because of gait apraxia and unsteadiness. Agitation, disorientation, and pacing behaviours from delirium and dementia can precipitate staff to use restraints.† (Cotter, 2005) c. Effects of Restraints on Patients One common denominator amongst the literatures in the review is the concern for the dementia patients on restraints. Some of the listed effects of physical restraints mentioned in these articles include function decline, pressure sores, incontinence, and increased agitation. Cotter referred to dementia patients as most prone for restraint application because of their increased confusion, wandering, poor memory, poor judgement and distraught perception. (Cotter, 2005) Wang (2005) states that there is no scientific evidence that states physical restraints protect patients. Though nurses believe that restraints can keep patients safe, it may be contrary to the fact. (Wang & Moyle, 2005). Accidents like asphyxiation when patients are caught between their restraints, and falls from when they try to climb out of bed rails have been documented. Another reason that restraints are not so good to use is because patients get fatigued from struggling when in restraints and then become unsteady once they get off the restraint. (Cotter, 2005) Restraints also leave a very negative experience on the patient. Dementia patients respond with anger, resistance, fear, and humiliation. The following is statement made by a patient after being restrained: (Strumpf & Evans, 1998) â€Å"I felt like a dog and cried all night. It hurt me to have to be tied up†¦the hospital is worse than a jail† Discussion Recently not a lot of studies have been made on the use of restraint on dementia patients. Most articles are outdated and not applicable anymore. With the mushrooming of nursing care homes and the booming industry of  nursing facilities, researches should be made on how nurses feel about eradicating or lessening restraint use. The locale of these studies is also not very diverse. More studies should be conducted in various settings and environments. A patient in acute care may have a different set of concerns compared to patients in long term care facilities. A thorough analysis of why patients would need restraints in respect with the different settings they are in would have been beneficial. Like knowledge, cultural beliefs may impact on a person’s decision. A study by Hamers et al (2009) used cross-sectional method to find out about reasons, consequences, and appropriateness of restraint use as seen by nurses from different parts of the world. They discovered that some degree of cultural differences determine these nurses’ ideas towards restraint use. (Hamers, Meyer, Kopke, Lindenmann, & Groven, 2009). Conducting studies in a more global approach can draw out an idea of why some nurses prefer physically restraining patients while others don’t. The studies show a decline in restraint use after education sessions were presented to nurses. They occur at short term, all within a 6-month period which may influence the outcome of the study. The lectures may have influenced the participants’ attitude towards restraint use because they were recent, and not because they were meaningful to their practice. The studies in the review indicate that nursing education plays a very important role in influencing nurses’ decision on using restraints. A nurse has to be presented the rationale, risks, and alternatives to restraint use for them to be able to make a decision. The Hawthorne Effect may play a part in the studies conducted. The term Hawthorne Effect was coined Henry Landsberger in 1953 to refer to participants altering their answers because of the knowledge that they are being observed. (Sonnenfeld, 1985). The nurse-participants may have opted not to restrain patients at the time the research was being conducted because of fear of being judged for their decisions. Another grey area not thoroughly discussed in the literatures reviewed is the influence of policies set out by governing bodies or administration on nurses’ decision making. It was briefly mentioned in the study by Weiner (2003) but never really elaborated on. The study stated that the institution is taken into consideration when nurses decide on restraint use. Nurses view the institution as one that benefits if restraints are used. (Weiner, Tabak,  & Bergman, 2003) A comparison of institution policies should have been made. These institution policies on restraint use differ in most care facilities and comparisons of how well nurses are in following them can draw a different angle on the situation of physically restraining patients. Also, the effectiveness of these policies should be evaluated to allow for their improvement. The studies also focused on reasons why patients are put on restraint. Not very well discussed was what happens with the nurse before he/she decides to use the restraint. The studies in the review failed to look at the situation from a nurse’s perspective. The clear message of the literatures reviewed is that restraints can and must be avoided in patients with Dementia. No scientific evidence shows that restraints promote safety for these patients. On the contrary, more studies show detrimental effects of restraint application. Personal review and implications for nursing practice The results of the studies reviewed all indicate that there is a need to highlight lack of education amongst nurses regarding restraint use. Because knowledge and sense of accountability play major roles in restraint application, keeping nurses updated with trends and new policies should be prioritised. Even with reports of decrease in restraint use, a number of incidents involving misuse of restraints are still rising. One in particular is the incident last September 2010 involving a known nursing care facility wherein it was proven that an 85-year old patient has been wrongly restrained on numerous occasions. The patient’s wife has been repeatedly objecting restraint use but the hospital did not oblige. The staff reasoned that the patient had a high falls risk, and high levels of agitation, aggressiveness and restlessness. The cause of the breach was said to be due to systemic failure (Otago Daily Times, 2013). This shows that though policies may be put in place, it is not an assurance that they are being followed. A closer look at the effectiveness of these policies and their appropriateness to the setting has to be taken into consideration. Currently the Canterbury District Health Board (CDHB) has a restraint minimisation and safe practice guideline in place. This supports their aim to reduce restraint use and treat restraints as a last resort to protect patients from harm. Nurses can be directed with the guidelines to ensure  safe practice. (Canterbury District Health Board, 2012) As mentioned earlier, a nurse’s perspective is often looked past. A study by Lai (2007) indicate that at times nurses feel that when it comes to issues on restraints, their â€Å"inadequacy and inaccurate knowledge† have always been magnified but rarely is the pressure to â€Å"do what is right† in d ifficult situations brought up. According to the study, nurses still use restraints despite ambivalence because of fear of responsibility. A patient may fall and break his hip because he was not restrained despite poor mobility. Another reason nurses tend to use restraints is because of lack of support from management. As the nurses reported, even if they do their best, issues on short-staffing can still push them to use restraints as an aide to keep patients safe. (Lai, 2007) Another reason mentioned by Lai (2007) in her study is the constant pressure that nurses feel from management. Often it is the culture of the unit that dictates a nurse’s willingness to restrain a patient. A ward that strives to keep fall incidents at a low would be happy to apply physical restraints on patients to achieve that goal. Conclusion The researcher observes a strong connection between how a nurse views a situation and the options he has on how to act upon that situation. These nurses must be given the opportunity to learn and relearn restraints to help them make valid and safe decisions for their patients. Without available options in place of restraint use, nurses will continue to utilise physical restraints because of the pressures they have to face with regards to the patients’ needs. A discussion of available options in place of restraint application is needed to allow for a more acceptable choice. Accountability of outcomes because of failed actions, like not applying a restraint, appears to be greater than putting a restraint on a patient. A dementia patient is still a human being entitled to his rights of freedom and dignity, and nurses have to weigh this with the notion that these patients may also be challenging. It is therefore necessary to refer to available guidelines to assist nurses in making a decision with regards to patients care. Also, keeping updated with trends in patient care may help nurses make informed decisions. Restraint use can easily become a norm when nurses feel it has been a common occurrence in a unit. All decisions have to be weighed in and thought of properly, exerting all other possible  interventions before restraints are utilised. A restraint-free environment is far from being realised when nurses, families and administration still regard it as a solution and not a problem. With that said, nurses should not be viewed as the culprits in restrai nt application. Instead, nurses should be part of the solution.

Why We Should Fight the War on Terrorism - 2959 Words

â€Å"Common Sense† A Rationale for the War on Terrorism Preface On September 11, 2001, our fellow citizens, our way of life, our very freedom came under attack in a series of deliberate and deadly terrorist acts. On this day, our nation united, determined to obliterate the evil force of terrorism from the planet Earth. Now, just eight years later, these same people wish to pardon the acts of evil, disregarding the 2,995 deaths that they united to avenge just a few years before. So the question lies before us; do we hunt down and punish those responsible for these cowardly acts, or do we ignorantly allow terrorist to revenge the freedoms our founding fathers worked so hard for? Because of the threat caused by terrorist on the United States†¦show more content†¦Neither bin Laden nor al-Zawahiri met the traditional qualifications to issue a fatwa of any kind, but their hatred of the United States led them to do so anyway. Before the launch of the War on Terror, al-Qaeda had already killed 3,036 Americans, injured 11,870+ Americans, and cost the United States over $32.1 billion. The attacks foreshadowing the War on Terror were clearly costly to the United States, and are motifs for fighting the al-Qaeda and other terrorist organizations today. The War Begins The War on Terror began on October 7, 2001. In the words of former president George W. Bush, â€Å"Our war on terror begins with al-Qaeda, but it does not end there. It will not end until every terrorist group of global reach has been found, stopped and defeated. 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Human Immunodeficiency Virus The World s Most Serious...

Human Immunodeficiency Virus has become one of the world’s most serious health challenges. Human Immunodeficiency Virus can be defined as an epidemic and is one of the leading causes of death for women of reproductive age worldwide. Each year there are more women affected with HIV and many of those women are bearing children. As of 2012, three world renown AIDS organizations have published a global statistics of HIV and AIDS epidemic estimating that at least 34 million people have been affected by HIV and of the 34 million, 3.8 million are children living with HIV. UNAIDS, WHO, and UNICEF are the three organizations that have come together to send aide and awareness to HIV-positive women and their children throughout the world known as†¦show more content†¦As human immunodeficiency virus affects millions each year, many civilians are without help and treatment. Poverty is one of the underlying issues of why the treatment is scarce. The United Nations Population Fund w rote that â€Å"many impoverished girls and women vulnerable to exploitation, including trafficking, early marriage, and selling sex. Many see sex work as one of the few options available to support themselves† (â€Å"Poverty and AIDS† n.pag.). Countries affected by poverty have limited income, which means limited employment. Many women and young girls sell their bodies in exchange for money and contract different infections and viruses. In Southeast Asian countries such as Thailand, HIV is significantly and rapidly increasing by each year. United Nation reports that â€Å"women’s educational attainment, work patterns, income levels, access to and control of resources and social roles – all have considerable impact on their health and the well-being of their children, in general, and on their reproductive health, practice of family planning and involvement in fertility decisions, in particular† (â€Å"Poverty and AIDS† n.pag.). In some developing nations such as Africa and parts of India, poverty and gender discrimination is the leading cause that affects women and young girls to not have a well-rounded education which could lead to a better life and job. Cultures have a high preference for sons to have an educated life, which will provide him to seek jobs to

Trsut, Love, Purity - 1892 Words

Love, trust, purity and dating. In this report I’ll be talking about things that is worth saying and how our human life’s changes by doing or trying these things. There the 3 love and about love, trust, purity and dating. Love Love is a force of nature. However much we may want to, we cannot command, demand, or disappear love, any more than we can command the moon and the stars and the wind and the rain to come and go according to our whims. We may have some limited ability to change the weather, but we do so at the risk of upsetting an ecological balance we don t fully understand. Similarly, we can stage a seduction or mount a courtship, but the result is more likely to be infatuation, or two illusions dancing together, than†¦show more content†¦There is a risk involved, they may let us down. Often we place trust in a child according to what we know of their character, gradually giving them a bit more responsibility as we think they are mature enough and trustworthy enough to handle it. We see trust as something that must be earned or negotiated. We may trust other adults according to how much we know of their character, attitudes and behaviour. Another way to see trust is as something that is inspired in someone when they are trusted. You place the trust, let go, and believe they will rise to the faith put in them. Yet another way is to trust, fully aware of the weakness of human nature and ready to forgive when someone lets us down. From this we see that people can have different ideas of what it means to trust. Some people believe that they give trust, and it s their choice to give it, while others think it has to be earned, so it is the one who is to be trusted who has the choice. Our ability to trust may be affected by our upbringing and past experiences too. It is very easy within a marriage to assume we view trust in the same way as our partner, but assumptions can be misleading and lead to disappointment and hurt when things go wrong. We all long for someone who has chosen us, who respects, honours and cares for us, someone with whom we can be real, who accepts us for who we are and will stand by

Market for Baby Formula Aptamil-Free-Samples-Myassignmenthelp.com

Question: Analyze the Market for Baby Formula Aptamil. Answer: Introduction The purpose of the essay is to analyze the market for Baby Formula Aptamil in the Australian market. The market is analyzed using the marketing environment in which the product is manufactured and marketed. Further, the target market and the potential customers of the product are analyzed using a well-designed pricing strategy. Aptamil Profutura is a well-designed alternative for breast milk by some of the best nutrition experts. It has been designed for the baby toddlers that could give the same amount of nutrition required as the breast milk. The experts of the company are dedicated in manufacturing milk for the infant toddlers with an experience of 30 years (Aptamil Profutura 2, 2017). Aptamil Profutura is offering a new type of product for the infant toddlers named by Aptamil Profutura. It has been designed by the best experts of the brand and is one of their premium products. It is the most advanced formula designed by featuring a unique blend of ingredients (Aptamil Profutura 2, 2017). Environment Analysis: Microenvironment Competitors Competitors play a major role while planning and analyzing the market for a product. Brands for dairy products are growing in the FMCG companies in Australia. Aptamil Profutura faces competitions in Australia from companies like Bellamys Australia Limited, A2 Milk and others. The company offers similar products like Aptamil Profutura. In such a competitive situation, it is necessary that the company maintain a unique marketing strategy for itself in order to capture the market (Aptamil Profutura 2, 2017). Customers Aptamil Profutura manufactures it products to serve different kind of customers such as mothers having infant baby, for gifting purpose and for the internal customer base. The customers also include some business customers that purchase for sale in their stores. The business customers are like supermarkets, grocery stores that take the milk product from the company. Thus, the customer base are spread for the company such as household, for gift purpose, by doctors and business person. Macro environment Economic Economic factor is crucial for the company to get a picture of the economic region they operate. It helps them to decide the level of profit that they expect from the region and the investment they will put on it. There are various economic factors that a company faces and that affect the buying behavior of the consumers. For the milk product that Aptamil Profutura is offering, it is important to know the living standard and style of the people, the growth of Australia over the years (Gupta, 2013). The Australian economy is a well-developed economy in which the people maintain a modern and advanced lifestyle. The average earning of the people in Australia has been $1556.30 in the year 2015, which was an increase of 2.1 percent compared to previous years (Tradingeconomics, 2017). The GDP of the country according to Bureau of statistics, in the year 2017 has grown by the rate 1.8 percent compared to previous years. The economy also experienced an increase in the household consumption by 0.7 percent. The reproduction rate in Australia is also increasing with a rate of 0.86 percent per 1000 (ABC News, 2017). This serves as a driving force for the company to increase its sale from household consumers. moreover, the company offers its products through online channels as well that is widely used channel in Australia. Social Another aspect of macro-environment that will affect the growth of Aptamil Profutura in Australia is the social and cultural aspect of the country. The social aspect that affects the company is the living style of people, the traditional values and the modern lifestyle they maintain. This is because a society believing in maintaining their traditions and old belief and offer their child the homemade nutrition will not prefer such milk (Choez, et al., 2015). Australia is a developed economy with most of the people preferring modern way of life. Most of the people in Australia are working and thus they prefer such convenient nutritious food for their children. Moreover, most of the people of Australia are health conscious and love to get the best nutritious foods for their baby. Moreover, the advanced society of the economy would love the advanced formula featuring the product (Geoba.se, 2017). Identification of a Target Market Depending on the content, benefit and usefulness of the product that Aptamil Profutura, it is important to design a target market for the company. The main target market for the company would be termed as the modern middle-income level households. Description of Target Market The defined target market for the product that is the modern medium income level customers is segmented under various categories such as geographic segmentation, demographic segmentation and psychographic segmentation (Solomon, 2014). These categories of segmentation portray different target market for the company. As the infant mil product acts as a supplement for the breast milk and other homemade nutritious foods for the baby, it is necessary that the mindset of the family is supportive for readymade milk. This is because a family with strong traditional believes will never accept this product. Moreover, the company will also target the household with more number of infant children as the product is only for the children. Children with the age range of 6 to 12 months are the main target market for the company (Aptamil Profutura 2, 2017). Moreover, the company also targets the middle-income customers for the product, as the pricing strategy that they maintain is competitive pricing . Moreover, the company will target the regions having the highest birth rate in Australia and supply the products in the stores of those areas. As the milk is presented as the readymade food for the infant children, it suits the fast life of people of Australia. Through online website, the company targets the mothers that are office goers and love to shop for the baby through online. This is the type of psychographic segmentation the company has formed for is customers. Thus, segmenting the market proves to e beneficial for the economy, as it is the best way the company can streamline its customers and their need. By segmenting the market, Aptamil Profutura is able to offer the product to the potential customers. This will help the company to target the best customers of the product. Positioning The market for the milk that the company is offering can be positioned based on various aspects such as advantages of the product, the nutrition content, formulation of the product and others. Positioning is the type of name or image the brand is occupying in the market based on the product it is offering. The positioning helps in differentiating the product of a brand from other similar brands. Positioning is done according to the type of market the company is targeting. However, there are different types of positioning that the company can use such as price-quality approach and product-user approach. The company chooses the price-quality approach because it tries to put itself as one of the most featured and advanced quality product (Schlegelmilch, 2016). This is the reason it has designed the milk with some of the most advanced formula and nutrients. On the other hand it is seen that the company uses product-user approach in which it portrays its product as the most useful and hea lthy food for the babies. It offers the some of the most needful nutrients to the baby such as energy, carbohydrates, fat and protein in right amount. It is has positioned itself as a useful and affordable baby food brand in Australian and international market. According to (), a brand design a positioning for itself through a positioning map that helps them to formulate the perception that the consumers will hold for their brand. The positioning map shown below represents the position of Aptamil Profutura compared to its competitors in the FMCG industry of Australia. From the above positioning map, it is seen that the company has positioned itself better than its competitors have. It is seen that A2 Milk of Australia has positioned itself as one of the most valuable as well as high priced brand. It offers healthy and nutritious milk for the infants at a higher price and targets the rich customers. However, another competitor has positioned itself as high priced milk and trying to move itself from low valued to high valued milk as per its price. However, it is seen that Aptamil Profutura has positioned its new product at low priced product and is of high value to the customers. This is due to its advanced featured formula that it has used in the product. This has helped the company to gain a competitive advantage over its competitors. Conclusion From the above analysis, it can be concluded that Aptamil Profutura is inventing new formula 2 milk for toddler from age group 6 to 12 months. It has been seen that for the product the company is deciding to offer it at a competitive price and target the household customers of Australia. Moreover, it is seen that the economic and social condition of Australia supports the demand for such milk, which offers as a substitute for breast milk. This is because most of the mothers in Australia are working and prefer to offer nutritious food to their toddlers. References ABC News. (2017). Australia's economic growth jumps, but is it sustainable?. Retrieved 18 November 2017, from https://www.abc.net.au/news/2017-09-06/gdp-economic-growth-abs-data-june-quarter-2017/8877618 Aptamil Profutura 2. (2017).aptanutrition.com. Retrieved 18 November 2017, from ehttps://www.aptanutrition.com.au/our-products/follow-on-formula/aptamil-profutura-2-premium-follow-on-formula.aspx Choez, W. O., Cortzar, M. Q., Cruz, S. H., Carvache, K. R. (2015). A framework for PEST analysis based on neutrosophic cognitive map: case study in a vertical farming initiative.Neutrosophic Sets and Systems, vol. 17/2017: A Quarterly International Journal in Information Science and Engineering,2(4), 57. Geoba.se. (2017).Geoba.se. : Gazetteer - Australia - 2017 - Statistics and Rankings Retrieved 18 November 2017, from https://www.geoba.se/country.php?cc=AU Gupta, A. (2013). Environmental and pest analysis: An approach to external business environment.Merit Research Journal of Art, Social Science and Humanities,1(2), 13-17. Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets. InGlobal Marketing Strategy(pp. 63-82). Springer International Publishing. Solomon, M. R. (2014).Consumer behavior: Buying, having, and being(Vol. 10). Upper Saddle River, NJ: Prentice Hall. Tradingeconomics.com. (2017).Australia GDP Growth Rate | 1959-2017 | Data | Chart | Calendar | Forecast. Retrieved 18 November 2017, from https://tradingeconomics.com/australia/gdp-growth