Home Depot and Lowes Essay Example for Free

Home Depot and Lowes Essay Case Summary Value Line Publishing analyst, Carrie Galeotafiore had followed the retail building-supply industry for approximately three years. Within a week the investment-survey firm will be publishing Galeotafiore’s quarterly findings on the industry along with the five-year financial forecast for the industry’s leaders, Home Depot and Lowe’s. In an effort to increase their top and bottom-lines, Home Depot and Lowe’s have implemented strategies like improving customer service, attracting professional customers, and introducing a more favorable merchandise mix. Combined sales from the two companies accounted for more than a third of the industry’s sales. In the mean time, smaller hardware stores struggled to remain in the game. Galeotafiore reports shows confidence in the methods Home Depot deployed to achieve their goals and attributed Lowe’s margin expansion to their thrust into the major metropolitan markets. This case will mainly focus on the strategic issues involved with Home Depot and Lowe’s, the industry trends, the financial outlook for the respective companies, and whether or not Galeotafiore has the depth of knowledge and experience to make a correct call on the companies’ performance.Finally, the report will be substantiated with financial ratios comparing one company with the other, showing possible alternatives and proposing recommendations. Case Analysis This segment will narrow down the major issues of the case, along with the quantitative perspective showing historical trends and the projected level of economic activity. In 2001, the Economist Intelligenc Unit (EIU) estimated the retail building-supply industry to be approximately $175 billion with stores similar to Home Depot and Lowe’s capturing one third of the 51% of sales in their category. Despite the slump in the economy in 2001, growth was at 4.2% which representd a decline from 7.7% in 1998. Strategic issues for Home Depot and Lowe’s Home Depot’s CEO, Bob Nardelli’s goal was to increase their margin through declining cost in product review, opening more tool-rental centers and improving purchasing aspects. All of the above were an effort to remain  competitive. Galeotafiore stated in her report that stores which provide programs similar to the Service Performance Improvement offered by Home Depot tend to fear better in operating margins, inventory turnover and productivity, than the do-it-yourself establishments. Jefferies’ analyst Donald Trott downgraded Lowe’s, due to a declining housing-market bubble and, based on an opinion that their stock price was richly valued compared to Home Depot’s. However, on the brighter side, Lowe’s management told analysts that over the next two years, it expected to maintain sales growth between 18% and 19% and over the next three years from 2002 to 2004 it is expected to open 123, 130 and 140 stores respectively entering metropolitan m arkets with populations over 500,000 like the Boston and New York markets.

Lucozade SWOT and PEST Analysis

Lucozade SWOT and PEST Analysis Introduction: Lucozade is a recognised brand name known for its energy and sports drinks. The brand is an important product in the portfolio of GlaxoSmithKline PLCs (GSK), a global pharmaceutical company with sales of  £24 billion in 2015 (GSK, 2015, P.1). Lucozade was launched in 1927 as a medicinal syrup, until 1985 (Ward, 2009) when it was marketed as a mainstream drink, differentiating Lucozade as a perfect product to aid customers in their physical activity (Schuna, 2015). Since its launch, the Lucozade formula has been developed into many different forms from gels to edible tablets illustrating the versatility and strength of this brand and developing the brands portfolio. Lucozade has been around since the early 1920s and over the last 90 years has become one of the leading brands in the energy drinks market, however there are other strong energy drinks competitors in the market such as Gatorade by Pepsi and Powerade by Coca-Cola launched in 1965 and 2001 respectively (Zuccaro, 2015). Although these drinks came onto the market at later dates, the companies backing them are giant companies and global brands with a lot of financial strengths including large profits for re-investment, supplier bargaining power, large economies of scale and technological access, all of which allow them to pose a real threat to Lucozade. More recently, there are numerous other companies that have also taken out supplement brands including SIS and Clif that are aimed at smaller, niche markets to capture the lucrative opportunity of the energy market (Hanrahan, 2009). This report will critically examine Lucozades micro environment strengths and weaknesses and the macro envir onment which are the opportunities and threats. A PEST analysis is done as Porters five forces analysis. 1.2 SWOT Analysis: A SWOT analysis is a marketing tool that allows for managers to assess the companys strengths, weakness, opportunity and threats. Albert Humphrey claims it is a strategic planning technique that organisations can implement for their products and services when deciding on the best way to achieve future growth (Fair, 2005, pp.7-8). Strengths: One of the major strengths of Lucozade is that it is a well-known, established sports energy drink within Britain. It is also one of the leaders in the energy drinks market, and has a presence in numerous other international markets as well, including USA where it has sponsored many sports events (Wenner Jackson, 2009, pp.3-16). Another strength of Lucozade is its branding, Consumer brand knowledge can be defined in terms of the personal meaning about a brand stored in consumer memory, that is, all descriptive and evaluative brand-related information. (Keller, 2003, P.370-371) Lucozade has a very famous and strong brand with high level acceptance among energy drinks consumers acceptance since 1920s. The company is well- recognised for their innovation and consistent development and testing on their products to help consumers with their energy and performance. Lucozade has tried over the years to differentiate itself from other brands as a reliable company in the energy and sports drink market, which resulted in customers acknowledging it as a strong brand. The brand tries to reciprocate this by creating and continuing special relationships with their clients which leads to long term loyalty, making the brand much stronger. Social factors seem to be more in favour with individuals undertaking more physical exercise for health reasons (Cunningham, 2010). The ultimate goal for the brand Lucozade is to create an actionable audience which is done by developing an online community which can help Lucozade expand their business and sell more products to regain their number one position in the energy drinks market. Lucozade have collaborated with Spotify to allow them to widen their target market to promote and sell their products. According to Crimson Hexagons study in 2013, 15% of Lucozade consumers use it as a cold and hangover remedy. This is a valuable insight for Lucozade as it is trusted to help customers function with their daily lives after drinking too much and being ill. If customers are consuming Lucozade as a cold remedy, then there is a potential for marketing to target new customers through promoting this message in their advertising campaigns, maybe through using some real testimonials. Over the years Lucozade has expanded their range of flavours, currently offering 12. In 1996 they introduced the orange flavour which become the most popular and has increased revenue to  £75 million. They also innovated to create Lucozade energy, which has the same amount of caffeine as a cup of tea (Ward, 2009) targeting the customers that need a short term caffeine boost, without overriding negative effects. David Taylor (2004, p1) thinks expanding products is the cheapest and the least risky strategy compared to making a new brand (differentiating) and can increase the sales of the companys products. Lucozades effective forward planning in its product development was evident when the company introduced Lucozade Zero in 2016 after UK imposed a sugar tax on soft drinks. This product has proven popular as the sales increased by 58%, capturing the market that are looking for sugar-free energy drinks. (Lucozade Ribena Suntory, 2016) Weaknesses: Lack of awareness of a brand can cause issues that customers will not recognise the company in the future and move to their competitors.   (Nicholls, 1989, p. 31) The main weakness of Lucozade is the fact that there is not enough advertising in print media and television, especially in the USA comparing to Powerade and Gatorade, (Jarvie,2012). If Lucozade wants to continue grow internationally it needs to invest in marketing efforts to increase the awareness of the brand globally. This will prove useful if the market becomes saturated in the UK, and will help Lucozade become a globally established brand on par with its large competitors. Lucozade has 0.1% of ethyl (alcohol) which has ruined the image of Lucozade among certain groups of people who consume it as it is an energy drink not an alcoholic drink (BBC, 2004). In order to overcome this, Lucozade should look to develop an ethyl-free version to ensure that customers are not put-off the benefits of drinking Lucozade. Although this will require further capital to be invested in lab work and development of the formula, in the long term if it captures the market it can be a worthwhile investment into product development. Another weakness can be seen through the fact that the company has a relatively low number of followers for their Twitter and Facebook accounts of just over 58,000 and 600,000 respectively. Having a low presence on social media can be worrying in this day and age, as other top companies have moved to advertise themselves on social media since the number of Facebook users has reached two billion and Twitter has four hundred million users (Statista, 2016). Although expanding the product range can be advantageous, it can be a disaster for some companies as Aaker claims (2004, p211-214) products expansion can weaken the existing product which means the new items sale is increasing while the older products are outdated and have less demand for the original product. This cannibalising impact on sales of original products can end their life cycles and can reduce customer loyalty if new products are constantly added to the range. Opportunities: In USA people tend to attend sports events and there are various sports activities that people get involved in, therefore, many people consume energy drinks to gain strength, and boost their energy (Shilbury, Westerbeek, and Quick, 2014, p. 7). Lucozade has the opportunity to expand its market and can take advantage of this growing market to show the brands strength by offering its different varieties of energy drinks. Lucozade can use their established brand name as a strength to capture the opportunities available in the US market through the marketing budget offered by their parent company GSK (GlaxoSmithKline A. Report, 2010, p.6-11) which should be able to offer a large advertising budget and produce effective promotional campaigns to establish a strong presence in USA. There is an increased awareness of the economic potential of sport which results in an increase in activity levels around the world. China, an emerging country has a large portion of the younger generation which make it ideal expansion opportunity for Lucozade.   The Chinese market are apt users of social media, which if Lucozade can tap into, could prove to be a valuable opportunity. Hanrahan (2009) states that due to technological advancements being high in contemporary time, Lucozade has the opportunity to access the technologies with ease, following on from effective market research and investment into their social media platforms. If Lucozade want to pursue Ansoffs market penetration growth strategy instead of market development, UK is still presenting them with good opportunities. According to research performed by Mintel Group (2016), in the last three months of 2015 showed that one in four Britons have used sports nutrition products, which means 42% of men aged between 16 and 24 have used sports nutrition spending  £66 million. Lucozade should take this into account by increasing their products and marketing approach to target the consumers to use their drinks by introducing healthy ingredients. Their marketing message need to incorporate the idea that the drinks can be used as medicine to keep hydrated as it helps to replace electrolytes (Lucozade Ribena Suntory, 2016). Their message can focus on urging consumers to drink more energy drinks instead of alcohol, by increasing the awareness of the dangers of alcohol on their body, to avoid liver damage, hangover- free and the dangers of drinking and driving . Thus there is a potential for Lucozade to enter new markets like bars and night clubs, especially after introducing Lucozade zero which has no calorie and comes in different social flavours. Another opportunity for Lucozade is to capture the caffeine beverage market and become a substitute for drinkers of tea and coffee. As mentioned above, a 380 ml bottle of Lucozade has the same amount of caffeine, so it can be a replacement for tea and coffee, while Lucozade can advertise themselves as a better replacement because of the nutrition that the drink has in it. The price of Lucozade is too expensive based on survey made by Mintel group (2016), this is important as pricing strategies are internal decisions that Lucozade can control. Decreasing the price can help the company to attract more customers, but this has to be done in way that explains to people that the effectiveness of the drink has not changed, but the price has dropped down. This could compromise their profit margins, but can be a benefit in the long term if demand for their products increase. Threats: Lucozade faces fierce competition from three major energy drinks companies which are Powerade, Gatorade and Red bull. These energy drinks products mainly rely on young male customers, that have come to rely on these drinks. If the energy drinks market is seen as targeting just the younger male market segment, it could potentially put off the older lucrative market from purchasing these products. Lucozade can address this problem through their marketing campaigns. The fear of recession is one of the main threats that all companies are scared of as it affects all types of businesses. According to economists the UK economy is yet to recover from the 2008 financial crisis and yet the economy is further set for uncertainty following the 2016 Brexit decision. Uncertainty reduces customers purchasing confidence and inflation is set to increase over the upcoming years. This will reduce customers disposable income which could lead to the sales of energy drinks to decrease. Since Lucozade has been late on to the social media promoting platform, it may be too late for it to capture the opportunities its competitors have established through their large marketing budgets.. PEST Analysis: A PEST analysis is an analysis of the external macro-environment that affects all firms. P.E.S.T. is an acronym for the Political, Economic, Social, and Technological factors of the external macro-environment. Such external factors usually are beyond the firms control and sometimes present themselves as threats.  Ãƒâ€šÃ‚   (NetMBA, 2002) Since it is an analysis of the external environment, thus it is broader forces affecting all organisations in a market (Chaffey et al., 2008, p. 49). These aspects need to be examined in order to analyse Lucozades environmental market situation. Political environment: National and international rules and regulation have an impact on how companies run. To apply that the EU has forced Lucozade to warn families that their product may contain artificial colouring and additives which are linked to behavioural issues in children which can cause hyperactivity. Lucozade has labelled this warning on their packaging to avoid the legal issues than can ruin their image. (Hickman, 2010) The UK has imposed tax on sugar in soft/energy drinks which is set to come into effect in 2018, this was the reason why Lucozade introduced Lucozade Zero in March 2016, it is a sugar-free and calorie-free version that will avoid this tax and attract a new market segment. However, the old products will still get taxed, which can cause the price to increase, reducing the demand for the products depending on its price elasticity (Matthews, 2016). The main political criticism of Lucozade is that it contains an unhealthy amount of sugar and caffeine. This has caused trouble to one of its main competitor Redbull, which led to it getting banned in Norway and Denmark. Lucozade has addressed this by introducing healthier versions in to their product portfolio. Lucozade has suffered some legal issues, one of which was the banning their 2014 TV advert. Lucozades multimillion advertisement which presented Real Madrid and Wales player Gareth Bale was banned from the EU after claiming hydrates is better than water: Lucozade Sport gives you the electrolytes and carbohydrates you need, hydrating you, fuelling you better than water, according to the advertisement. (BBC, 2014) The wording of their claim was criticised, and ruled that it was an unclear message to the audience. This financial loss was significant, making customers question the validity of their claims. There are other political factors that can affect Lucozade such as the obesity law in the UK which the government blames on the inclusion of additives, artificial colouring and sugar, all these can cause problems for some of Lucozades products. Climate protection laws and controlling the amount of water that Lucozade can use, according to environment agency (2016, p.14) Lucozades sustainable policy the company is regulating their usage of water to reduce wastage. They claim to be investing in pumps and other machinery to enhance their production process and have committed to increase their CSR activity to enhance the impact they make on the community. Although Lucozades target market is aged between 16 and 24, there are some children under 16 who have been buying energy drinks from supermarkets. Gavin Partington, director general at the British Soft Drinks Association (BSDA) says the energy drinks companies are failing to protect young people and they have been drawn into energy drinks. Thus there are many debates to set age-restriction on energy drinks too as they might affect the behaviour of children (Qvist, 2016). Economic environment: Lucozade is affected by a set of factors that are out of the companys control. Those factors include tax rates policies like imposing tax on sugar in energy drinks. Many of Lucozade energy drinks have a high amount of sugar this will, have a negative impact on the company. Another impact is the economic growth of countries where Lucozade is being sold, as the increase of the GDP can lead to the increase of employment and increase of the income and expenditure of people, this helps businesses to produce more products, services and better standards. According to Focus economics (2016) the British economy is going well although it stopped growing well in the third quarter, based on this prediction Lucozade can take the advantage by increasing its products and focusing on what people would rather have. After leaving the European Union, Britain will be more open to the worlds investment as it will be free from EUs restrictions. This is an opportunity for Lucozade to open to more to the coming investors from all around the world. (Bourne, 2016). Also exchange rate has an impact on businesses, the exchange rate means the price of one pound can buy foreign currency, therefore it has an effect on importing and exporting products.   Since the pound dropped after leaving the European Union in 2016, the prices of the imported products have gone up. However, Lucozade suppliers are mainly in the United Kingdom, this can be good for exporting, as the price of the products that get exported has decreased. Thus price of Lucozade has dropped for those who buy it from the UK, thus more products of Lucozade will be required from abroad, this can help to penetrate the market. (campaign Magazine, 2016). Sociocultural environment: Sociocultural examines the progress and improvement in a whole society, the effect of the populations structure and demographic, attitudes, life style, people tastes and demand, and the problem that the society face privately and publicly (Brassington and Pettitt, 2006, p. 850). Lucozade is influenced by the socio-cultural environment, as most of its consumers are male aged 16-24 and the life style of those men is heavily influenced by the media according to Mintel group (2016) research. This research showed that people tend to look after their body more due to the effect of media which shows healthy, toned bodies of celebrities which has made society become more conscious about the way they look and has led to nutritional and fitness trends. Lucozade did not ignore the fact that peoples life styles have changed and the new trends that have emerged. The company believes that Lucozades largest strength will be to use celebrity endorsements to exploit these opportunities mentioned above and make it an even stronger brand. Lucozades brand endorsers include sports personalities such as Gareth Bale and Ashley Young, who have participated in campaigns. The IBF Heavyweight World Champion boxer, Anthony Joshua is their most recent celebrity endorser, promoting the b rand to the keen, fitness market (Celebrity Group, 2016), showing Lucozades response to the trends. According to Ferrel et al (2016, p220) Lucozade is taking advantage of using the current trends and lifestyle which has targeted those who are enthusiastic about sports and fitness. This has helped to split the market into different groups and found more about what the different groups needs. Latest study from Mintel group (2016) shows that men are more interested in taking up sport activities than women. Also 72% of men aged between 16 24 and 54% aged 29 45 consume energy drinks, which shows that energy drinks are more popular among young men, in attempt to attract female market Lucozade launched an advert in 2014 the iconic figure of a female at a party and keeps on moving drinks Lucozade to gain more energy WHAT? Were they trying to attract the female market? (Argyle Green, 2014). Lucozade introduced Lucozade zero which is calorie free (Lucozade, 2016) aimed at people that tend to have a healthy lifestyle especially women according to Rodrick (2016). Besides that, diabetes and obesity have become common in the world, as USA has the highest level of obesity in the world, thus energy drinks companies have focused on making a strategic decision to make drinks that are suitable for overweight people (Winograd, 2014). The population of people aged between 10-25 is increasing according to the latest statistics (Statistics, 2016), which presents an opportunity for Lucozade, however, China has a large portion of young people which is ideal for Lucozade to expand in if it wants to pursue a market development growth strategy. Technological environment: Due to technological advancements being high in contemporary time, Lucozade has the opportunity to access the technologies with ease, following on from effective market research and investment into their social media platforms (Hnarhan, 2009). Technology has helped Lucozade to improve the design of the new caps. According to the social media director of Lucozade Ireland, the latest caps are designed so consumers can have an easier drinking experience, it allows them to get just the right amount of liquid from the bottle and is easier to drink without having to pause. It is designed to work better during sport (Healy, 2015). Innovations such as these will give Lucozade a USP improving their brand loyalty. Technology has an impact on advertising products, especially since the number of social media users is increasing. According to Lee Odden (2008) CEO of TopRank Marketing, social media should dictate strategy as well as tactics used for reaching the desired goals, instead of implying it as a tactic du jour. This shows that social media should be incorporated in Lucozades long term media activity and used for short term advertising purposes such as their partnership with Spotify. In 2015 Lucozade launched their biggest ever marketing drive for the Lucozade Energy product, primarily advertising on TV, radio and various digital advertising media, with limited focus on the social media outlets. This weakness is illustrated through the relatively low number of followers for their Twitter and Facebook accounts of just over 58,000 and 600,000 respectively. Although there are numerous social media applications that Lucozade use to promote their products, Spotify, seems to work in harmony with Lucozade to not only bring more awareness to the numerous products but to promote the products as well.   As previously mentioned even though most brands use Facebook to endorse their products, Lucozade have used Spotify to give them more of a stronger start to promote and sell their products. For this collaboration both companies were promoting one another, for example, Spotify offered users the opportunity to win Lucozade merchandise when they selected their favourite song from the website (Smith and Mae, 2011). Porters five forces: Competitive Strategy offered a rich framework for understanding the underlying forces of competition in industries, captured in the five forces. The framework reveals the important differences among industries, how industries evolve, and helps companies find a unique position. (Porter, 2008, p.xi). According to Porter the five forces are new entry, threat of substitution, bargaining power of buyers, bargaining power of suppliers, and rivalry. (Porter, 2008, p.6) Lucozade has a strong distribution network since GSK has expanded their range of products to cater for consumers with specific needs. Compared to other competitors, Lucozade has a dedicated website which delivers a strong online presence with plenty of engaging content intended to their target group including videos, colourful content and social media details. However, there are other strong energy drinks competitors in the market such as Redbull, Gatorade by Pepsi and Powerade by Coca-Cola. New Entrants: New entrants are the new competitors who enter the market and have the desire to gain market share, and often significant resources. As the energy drinks market is growing there is a possibility to see new competitors trying to enter this market, however, consumers tend to choose the healthier products. To reduce the threat of increased competition from new market players that are attracted through the potential of high profits, Lucozade should try to increase barriers to entry into the market. A method of doing this is by a high production-profitability, gained through economies of scale, such as purchasing and marketing. Through achieving cheaper unit costs and highly differentiated products which Lucozade has been developing through creating a variety of flavours catering for the needs of the different market, barriers to entry can be raised. Threat of substitution: Big firms may also face a stiff competition from substitute products, this happens when the product range is targeted on different customers or services (Porter, 2008, p.137). Although Lucozade is the leading energy drink, it still has to take into account the alternatives competing for this energy drink, before Lucozade introduced-zero, however, Powerade-zero and Gatorade-Zero had been introduced, those two companies are the main competitors to Lucozade.   Lucozade should take into consideration the groups of consumers and what their needs are and try to compete and stay ahead of competition instead of following them. Bargaining power of buyers: buyers play the competitors against each other by demanding high level quality of products or services at low prices (Porter, 2008, p.24). However, the consumer of this market are not sensitive to prices, those who are targeted are those who exercise and need to be hydrated. The level of buyers power is different, as it relies on the suppliers channel such as Sainsburys and Morisons that have a huge number of consumers. A problem facing Lucozade is the brand loyalty customers have to their competition. These customers are difficult to poach no matter how aggressive Lucozades marketing campaign is. Lucozade could try and buy out the smaller competitors if they want their brand to be promoted. By doing this they would also take over their competitors market shares, thus increasing their own, leading to increased profitability (Keegan and Green, 2014). Thus, Lucozade has to get the campaign execution absolutely right to avoid disgruntled customers. Bargaining Power of suppliers: the suppliers can control the buyers purchases by raising the price, reducing the quantity and especially, those who supply unique materials. This can cause loss or decreasing in profitability. (Porter, 2008, P.27). According to environment agency (2016, p.14), Lucozade owns some land to supply them with ground water, so the supplier power is low on Lucozade in this respect. However in regards to being able to purchase raw materials and packaging materials, if Lucozade buy their supplies from one main supplier then they are vulnerable to price increases which the supplier can choose. If they are buying from several suppliers, they may be missing out on opportunities to benefit from purchasing economies of scale. Rivalry: it refers to when there is another company or group who offer the same products and compete on a similar price, quality and advertisement basis as your company. (Porter, 2008, P.138) Lucozade has strong competitors which are PowerAde by Coca-Cola and Gatorade by Pepsi. These products have well known parent companies that have large budgets and industry expertise. Lucozade is less popular, as there is a lack of awareness and knowledge about it in the USA compared to Gatorade and Powerade. However, Lucozade can use their established brand name as a strength to capture the opportunities available in the US market through the marketing budget offered by their parent company GSK (GlaxoSmithKline A. Report, 2010, p.6-11) which should be able to match their advertising budget and produce effective promotional campaigns to establish a strong presence in US. Lucozade are also facing competition from companies that are bringing out energy supplement products which have a strong positi on within specific regions and groups. However, these companies are small and are susceptible to be taken over, which Lucozade may want to consider if they begin to pose a serious threat. Conclusion: To conclude, Lucozade is a market leader in the energy and sports drinks market. It is well established in the domestic market and has a strong brand developed over the last 90 years. It has many strengths including the companys large product portfolio and its innovative use of technology to enhance its products. The weaknesses highlighted in the report suggest that Lucozade need to enhance their marketing campaigns to increase their social media campaigns and be more careful with the claims they make in their advertisements, these are also presented as their opportunities. Further opportunities include developing products to attract the female market segment as the male one may soon be saturated and to develop in to emerging economies (China and India) that have a potential large young market. Lucozade are susceptible to a lot of economic changes in the economy, which they need to monitor and respond through effective forecasting and planning as these will also be problematic for th eir competitors. Lucozade are in a good position but cannot afford to become complacent in this highly competitive environment and have a lot of strategies they can explore to maintain their strong brand image.

Gender inequality in the spread of HIV AIDS

Gender inequality in the spread of HIV AIDS In December 2002, Kofi Annan, the Secretary General of the United Nations at the time wrote in the New York Times, AIDS has a womans face (2002). Women constitute 57 percent of infections in sub-Saharan African countries that are experiencing HIV epidemics (UNAIDS Report 2004). Furthermore in sub-Saharan Africa, young women aged 15 to 24 are more than three times as likely to be infected as young men (UNAIDS Report 2004). In this essay I will argue, with an emphasis on sub-Saharan Africa that the feminised epidemic that is taking place is being exacerbated largely due to Gender Inequality. I will argue this is the case because this is because women are socially, economically, and culturally more vulnerable to infection than men. Prevalent issues such as womens financial dependence on men, both physical and sexual abuse from their partners and the fact that it is customary for males to have multiple partners are key gender aspects that are crucial to the spread of HIV/AIDS in the regi on. I will start by defining what is meant by Gender Inequality and why it is important in this context and then consider the reasons with an emphasis on notions of masculinity and femininity to explain why the proportion of women being infected is rising. However, although this essay will primarily focus on women, it is important to note the gender aspects relating to the spread of HIV amongst men, in particular the pressure to perform and satisfy multiple sexual partners. Throughout the essay I will relate the issue of gender inequality to the themes of globalisation, poverty and governance and leadership whilst giving reference to the examples of Nigeria, Uganda and South Africa to support my argument. So what exactly is gender inequality and why is it important? When talking about gender inequality in sub-Saharan Africa, the issue is clear. Tallis relates the term best, remarking that we are analysing the position and status of women in relation to the position of men and the po sition of other women (2000: 59). The importance of gender inequality cannot be underestimated as it is evident at all stages of the prevention-care continuum. Gender inequality is perhaps the main problem area impeding HIV/AIDS prevention (Tallis 2000: 60). Furthermore, reports by several non-governmental organizations such as UNESCO, the UNAIDS Inter-Agency Task Team on Education and the Global Campaign for Education recognise that gender issues are key to the problem of HIV and AIDS (Oxfam 2008: 11). It is undisputed in the specialist HIV/AIDS field that gender roles and unequal gender relations are fuelling the epidemic by rendering women vulnerable to HIV/AIDS. Gender inequality is most commonly seen in notions of masculinity and femininity across African societies. In South Africa, culture is generally male-dominated, with women traditionally given a lower social status. Men are socialised to believe that women are inferior and should be under their control; women are socialis ed to over-respect men and act submissively towards them (Health24 2009). In addition to their lower status, black African women generally have less access to safe housing and are often dependent on their male partners as breadwinners for support (Petros 2006: 72). Sex, for instance continues to this day to be defined primarily in terms of male desire with women being the relatively passive recipients of these passions(Seidel 2000).Dr. Seggasne Musisi, head of psychiatric consultation at Mulago Hospital relates effectively the psychology of sexual behaviour in Uganda. Control of sexual relations is purely with men. Women have no cultural or legal power to either promote or control their sexual health (Human Rights Watch 2003). In these male-dominated societies, the risk of HIV/AIDS is exacerbated further by risky sexual practise, both by men and by women (which will be discussed later). Traditionally men are accustomed to have multiple partners and practise sex outside of a relation ship, yet even suspected infidelity on a womans part is socially unacceptable and can easily result in violence or social exclusion (Ackerman and de Klerk 2002: 169). Misconceptions of prophylactic use in African societies only worsen the situation. Women are largely afraid to introduce subject of prophylactic protection for fear of domestic violence either for suspecting their husbands of having extramarital affairs or because they might be accused of adultery (Human Rights Watch 2003). Margaret Namusisi, 25 years old from Uganda explains the response when she asked her husband to wear a condom. When I tell him to use a condom he refuses. He accuses me of having other men. (Human Rights Watch 2003) There was also the concern from women that if they asked to use condoms during sex, it would lead to violence or financial abandonment (World Health Organization 2003). Namusisi comments on the reaction she faces when she refuses to have sex without protection, He goes away and doesnt pr ovide. So I have sex with him so that he can look after the children and wont fight (Human Rights Watch 2003) Globalisation and national economic policies have played a major role in heightening existing gender inequalities, increasing the economic dependence women have on their partners. The World Health organization has repeatedly criticized the impact globalization has had in sub- Saharan Africa, forwarding Nigeria as an example. It argues that, in Nigeria, globalisation has benefited the rich (mostly men) but penalised the poor, less educated, low skilled or unemployed fall within this other group, which relate to women (1990). What this equates to is that the average Nigerian woman finds it increasingly hard to leave abusive or risk based relationships because of increased economic dependence (Zierler and Krieger 1998:). Heavy criticism has been levelled also at the Structural Adjustment Program that was incorporated into developing countries. Despite the many benefits that Str uctural Adjustment Programmes provide to developing countries such as building up economies and changing national legislature in order to create an environment more open to incoming investment from abroad; SAPs have many flaws. PrimarilySAPs the main flaw affects the supply and the demand for health services through health spending cuts and also by reducing household income, which leaves people with less money for necessary treatment. (World Health Organization). Yet many are denied access to appropriate preventive and curative services especially in parts of the world where their needs are greatest. As the epidemic has progressed, women have taken increasing responsibility for those who are sick or orphaned by AIDS yet they have been allowed little influence over the relevant policy and planning decisions (Doyal in Tallis 2000:87). It is important to note that this is not solely the case in Nigeria, but in the majority of sub- Saharan Africa where poverty affects 315 million people and one in two of people in Sub Saharan Africa survive on less than one dollar per day (Food4Africa 2011) What SAPs and the aforementioned factors produce a society where poverty drives Women resorting to increasingly risky sexual behaviours as part of multiple livelihood strategies (Ahonsi 1999) Entering prostitution is not a personal choice in many cases but the last resort of women who have been structurally disadvantaged in every way and left with no other resource but their bodies (Schoepf 1998: 65). It is widely recognised that men will pay more to have sex without a condom, which the sex workers find difficult to refuse due to their financial problems. Moreover, with the HIV/AIDS epidemic concentrated in the poorest parts of the world with 90% of HIV positive cases living in the developing world UNAIDS/WHO (1997); it is vital to have constitutional guidelines to safeguard the population from the growing epidemic. The lack of both extensive guidelines and implementation of pr ocedures within national constitutions for extensive responses to HIV/AIDS leads to situation where gender inequality will inevitably worsen For instance the Nigerian Constitution legislates for the protection of human rights but there is a need to create explicit benchmarks and guidelines to implement and develop effective rights-based response to gender inequality and HIV/AIDS (Aniekwu 2002: 35). South Africa has brought in laws detailing measures on promoting womens rights in what had been a predominantly patriarchal society among whites as well as blacks, the ANC has legalised abortion, given women equal power in marriage, cracking down on domestic violence and banning gender discrimination amongst other initaitives (Economist 2010). On paper South Africa has one of the worlds most commendable constitution containing an impressive legal arsenals for protecting womens rights and is ranked 4th out of 53 countries with regards to this (Economist 2010). But the gap between principl e and practice is often wide (Economist 2010); with women still more likely to be unemployed and 40% admit that their first experience of sex was a rape (Economist 2010). Furthermore intimate partner violence is associated with increased levels of HIV risk behaviour, examples being multiple partners, high levels of prostitution and excessive substance use. A potential link between HIV status and domestic violence has also been recognized with studies from Africa showing an increased risk of violence when the man is HIV positive (van der Straten in WHO 2003:54) or when the woman perceives herself to be at high risk of acquiring HIV from the man (Coker AL and Richter DL in WHO 2003: 54) Before concluding, it is important that the Government is the responsible party under relevant international instruments to protect rights (Aniekwu 2002: 35). But Presidents such as South Africas Jacob Zuma are doing nothing but aggravating the controversial issue of gender inequality through their own actions. Zuma used traditional notions of gender roles within Zulu society to form the basis of his defence against rape allegations claiming sexual intercourse with his accuser was demanded by his status as a Zulu male and to deny a woman sex in Zulu culture when she is ready would be tantamount to rape (Andrews 2007: 44). The Zuma case not only exposed national concerns about a culture of violence towards women but also revealed the ways in which gender roles were related via cultural norms. To conclude, It is important to note that men do suffer also as a result of gender inequality. For men, the pressure to perform sexually and with many partners places them at risk of HIV infection (Tallis 2000: 58). The male-orientated culture present in sub-Saharan African societies means that many men wont seek HIV services due to a fear of stigma and discrimination and the perception of being labelled weak in such a male dominated society, which then has an impact on their wives or partner s. Both Education and Health Programmes can improve access to services for both women and men by removing financial barriers, bringing services closer to local communities and tackling HIV/AIDS. In this essay I have shown the combination of their sexuality and gender disadvantage in terms of cultural, economic and social factors places women more at risk of infection than men. Gender inequality has undoubtedly been a driving force in the spread of HIV/AIDS and will continue to do so until traditional notions of the roles of men and women are overhauled. As whilst, the blame culture placed towards women continues, the HIV/AIDS HIV/AIDS epidemic will be remain feminised and sub-Saharan African women will still find themselves faced with overt prejudice.

Business Etiquette Essay -- GCSE Business Marketing Coursework

Business Etiquette The Importance of Etiquette Etiquette has always been an important part of life, be it social or business. However, it seems that business etiquette is has become more important in the last decade. This is mainly due to the fact that the business world is becoming more global and that â€Å"relationship selling† has become must for success. Etiquette is important for a variety of reasons. It helps to ease what might become and uneasy situation and can make or break business relationships that are worth millions of dollars. In essence, etiquette helps people to understand what is appropriate in any situation. It is also important to know the difference between business protocol and business etiquette. Business protocol determines what actions you take in a situation. Etiquette tells you how to take those actions. According to Ann Marie Sabath, there are a few guidelines that professionals should follow. Firstly, be proactive. Find ways to establish relationships with clients before they need to purchase something from you. Secondly, send a thank-you note. If someone is willing to give you 15 minutes of their time than they deserve a written thank-you. And thirdly, be a good sport. Even if you have been turned down by a client, thank them for giving consideration to your company (Bass, 2000). The Effects of Social Etiquette on the Business World The business world of the past encompasses a predominantly male environment with innate, discerned guidelines. Today, the business arena has changed with the civil rights movement and the entry of women into the workplace. The changes continue to evolve with other sociocultural issues. In order to be successful in the business world a masterization of business etiquette is imperative. There is a sizeable difference between social etiquette and business etiquette. Social etiquette is primarily based on chivalry, which includes the concept of protecting women. Business etiquette, on the other hand, includes military origins based on hierarchy of power. This effects the behavior in the business world in as much as men and women are treated equally as peers. For example, if one should hold the door open for a woman, he/she should open a door for a man in the same situation. Regardless of gender doors are held open for superiors, clients, peers following close on one heel... ... integral part of our daily lives. It is very easy to slip into â€Å"casual speak† when dealing with business e-mails. However, business professionals should keep in mind that they are dealing with other businesses and the same formality use when face-to-face should be used for writing and sending business e-mails. It may also be a good idea to take a few tips from the pros†¦literally. There are several services that provided by etiquette consultants. Many of these services can be found online or in your nearest bookstore. Knowledge it the most important aspect of good business etiquette. Works Cited 1. Alihan, M. (1970). Corporate Etiquette. New York: Weybright and Talley 2. Mathew Ferrara Seminars. Http://www.mfseminars.com [Accessed: 2000, October 9] 3. Jankowic, E. (1986). Behave Yourself!. New Jersey: Prentice-Hall 4. Klinkenberg, H. Http://www.etiquetteintl.com/manner.htm [Accessed: 2000, October 9] 5. Martin, C. Untitled. Http://www.builder.cnet.com/Business/Rules [Accessed: 2000, October 9] 6. Pearce, F. Business Etiquette International. Http://www.bspage.com/Inetiq/Netiq.html [Accessed: 2000, October 8]

The Iran-Contra Affair :: American America History

The Iran-Contra Affair The tangled U.S. foreign-policy scandal known as the Iran-contra affair came to light in November 1986 when President Ronald Reagan said yes to reports that the United States had secretly sold arms to Iran. He said that the goal was to improve relations with Iran, not to get releases of U.S. hostages held in the Middle East by terrorists (although he later agreed that the arrangement had in fact turned into an arms-for-hostages swap). People spoke out against dealings with the hostile Iranian government all over the place. Later in November, Att. Gen. Edwin Meese discovered that some of the arms profits had been used to aid the Nicaraguan "contra" rebels at a time when Congress had prohibited such aid. An Independent special prosecutor, former federal judge Lawrence E. Walsh, was appointed to investigate the activities of persons involved in the arms sale or contra aid or both, including marine Lt. Col. Oliver North of the National Security Council (NSC) staff. Reagan appointed a review board headed by former Republican senator John Tower. The Tower commission's report in February 1987 criticized the president's passive management style. In a nationaly televised address on March 4, Reagan accepted the reports judgement without serious disagreement. Select committees of the Senate (11 members chaired by Democrat Daniel K. Inouye of Hawaii) and the house of representatives (15 members, headed by another Democrat, Lee Hamilton of Indiana) conducted televised hearings in partnership from May to August. They heard evidence that a few members of the NSC staff set Iran and Nicaragua policies and carried them out with secret private operatives and that the contras received only a small part of the money. Former national security advisor John Poindexter stated that he personally authorized the diversion of money and withheld that information from the president. William J. Casey, the director of the Central Intelligence Agency, who died in May 1989, was implicated in some testimony. His testomony still remained in doubt. Clearly however, the strange events shook the nation's faith in President Reagan and ruined U. S. prestige abroad. Special prosecutor Walsh continued his investigation. On March 11, 1988 Poindexter's forerunner as national security advisor Robert McFarlane pleaded guilty to criminal charges of witholding information from Congress on secret aid to the contras. A year later, Peter McFariane was fined $20,000 and given two years probation. On March 16, 1988, a federal grand jury indicted North, Poindexter, and two other persons on a number of

Academic performance of disabled students and their general education peers Essay

Calls for the evolution of the educational system to maintain an inclusive program for mentally, financially and physically disabled students have been supported by the arguments that inclusion will greatly benefit the academic and social performance of children with disabilities. This is true since academic learning is enhanced when a program expecting higher output and reinforcing higher standards exists for students. These opportunities allow them to work and study harder as it exposes them to what many believe are normal real-life standards. Friendly and Lero (1993) stress that a motivation to keep up and progress without outside assistance is a driving force of enhancing performance. They also note that the labels in homogeneous or ability groupings negatively affect student potential. Contrastingly, although the effects of the inclusive system of education are favorable for non-general students, Brackett (1994) stresses that the opposite might take effect for general education students. These children might experience boredom due to the considerations given to disabled students in terms of pace and activities. Special or disabled children may also experience frustration as they try to keep up with the normal learning pace in a heterogeneous mix of students. Despite these contentions, several studies also note the positive effects of inclusion to the academic performance of both general education children and special needs education students. Hines and Johnston (1997) reported that disabled students in an inclusive set up showed academic progress and performance and improved their behavior as well. Schattman and Benay (1992) attribute this to the wide exposure of the disabled children, in an inclusive set up, to creative teachers and the nature of the inclusion strategies to expose the children to social interactions with other students. The marks and learning abilities of disabled students on specific subjects were also positively affected by being in inclusive classroom situations (Barbetta et al, 1991). The effect of inclusion to regular classroom students has been extensively studied and Staub and Peck (1995) list the general outcomes of the exposure of this group to this new learning environment. It has been noted that regular class students, after being exposed to an inclusive situation, become more aware of existence of human diversity and have reduced fear of human differences. They have more social interactions which results in a keener awareness of self knowledge. In addition, they also learned to develop their personal principles at an early age and the increased frequency of social relationships allowed them to create more friends. Hollowood et al. (1994) also answers a thriving concern about the imbalance of time allotment for students by teachers when exposed to an inclusive environment. It has been observed that the presence of special needs students in a class does not interfere with the allocated time of teachers to regular class students. And although, interruptions have been observed in some cases, the downtime did not significantly alter the average instruction hours when compared to general education classes. Similarly, in a study of primary and secondary schools that adopted inclusion, Idol (2006) reports that in a four-year study of four elementary and secondary schools, most students are generally not affected by the presence of students with disabilities in their classes. Statistics on these schools show that the elementary students surveyed registered a 68% approval rating on student performance and the respective elementary and secondary students show a 36% and 24% rating that student performance in inclusive situations was higher. 32% and 34% of elementary and secondary students also agree that academic abilities remained constant. In the four elementary schools considered, only 6% of the educators responded that there were negative reactions brought out by the presence of disabled students in class, while the statistics in the secondary schools surveyed did not vary much at 8%. The teachers also reported that a larger chunk (> 50% ) of the students increased or retained their statewide test scores. Requirements for an effective strategy Dugan et al. (1995) reviewed several studies which have been published regarding the methods and strategies used in inclusive education. According to this paper, improved academic performance is assured (Kamps et al. , 1992; Madden and Slavin, 1983; Noonan & Hemphill, 1984; Shores et al. , 1993; Stainback et al. , 1981) if the program consists of a 1. method to encourage and guide interaction among students with disabilities and their peers; 2. scheme where teachers employ adaptive measures of instruction for students with disabilities; 3. program of study that enjoins both disabled and normal children to equally participate in activities; and 4. training to improve the social interactions and abilities of a child that prepares him for the real world environment. One aspect of inclusive education that employed cooperative learning groups is also effective in enhancing the performance of students. Johnson et al (1990) notes that cooperative learning results in improved academic performance of children from different cognitive levels to be in a heterogeneous educational environment that promotes the mediation of groups for maximal learning. Inclusive education programs and strategies like the cross-age tutoring also resulted in improved performance of both students with and without disabilities (Barbetta et al. , 1991) and increased the reading and comprehension abilities of both normal children and children with autism (Kamps et al., 1994). Kamps et al (1994) also note that because of the drastic improvement in the confidence of the children in a cooperative learning set up, the time for interactions and social activities between children with autism and their peers also increased and adds to their improved learning abilities. According to Dugan et al (1995) cooperative learning groups improved student interaction through increased frequency of social activities. The effectivity of student learning also increased due to tutoring events and research activities. Hawkins et al (2001) explained that early social interactions between children create a deeper bond that acts as a defense for behavioral problems and, thus, strengthens the relationships of students. Strategies for improved academic performance Academic performance in an inclusive set up uses contemporary schemes in order to teach the lessons to students. Learning is boosted through techniques such as teams games tournaments or TGT, which allows the teacher to teach the lessons to students through games. The teams cooperate and learn from other group members by peer tutoring in order to increase their chances of winning in the tournaments. Another scheme called student teams and academic divisions or STAD allows individual members of a team to score points by adding their individual written scores, like in a quiz for example, to the total accumulated team points (Slavin, 1990). Another inclusion strategy that shows very promising results in increasing the academic fervor of children involves the use of class wide peer tutoring (CWPT). In a study of the performance of heterogeneously grouped children under the subject of reading and reading comprehension, CWPT was observed to increase the ability of students to read and pronounce words accurately and answer reading comprehension questions correctly. The technique was also found to improve the cognitive skills of elementary students with autism. It was also a tool for social interaction and learning with their classmates and showed better reading proficiencies for most students because of the relative ease in adapting this program to a normal classroom set up (Kamps et al.,1994). CWPT can also be incorporated in a team games tournament (TGT) scheme and are collectively referred to as class wide student tutoring teams (CSTT). This method employs tutoring and tests individual learning progress by competitions where individual scores comprise team scores. Reading can also be taught to elementary students through a cooperative integrated reading and composition technique or CIRC. In this strategy, students are paired and are allowed to read stories to each other while practicing and honing their reading abilities (Jenkins et al., 1991). Johnson et al (1984) reports that role playing is also a learning strategy to be employed, this technique, called circles of learning, employs group dynamics and allows students to complete assigned tasks and evaluate their performance through worksheets. In addition, the competitive atmosphere is reduced because of the nature of the activity. These techniques have been shown to improve the academic performance of a heterogeneous mix of students with different baseline aptitudes. The case of employing inclusion to disabled children and high-level students with autism can also be employed to children who are sickly, obese or those with high risks of cardiovascular diseases. Van Sluijs et al. (2007) have observed that the method of inclusion to obese adolescents shows strong evidence of improvement and increased physical activity. The effective strategies employed actively involve the school, the community and the student’s family in order to improve the physical disposition of the individuals in the study. Studies show that a key factor in the improvement of students in inclusive setups is the competency of educators handling the classes. However, every teacher has his own techniques, experiences and teaching strategies that he has developed over time. This difference in experience is especially large between teachers who handle exclusively special classes for disabled students and those who handle general education. Thus, in an inclusive setting, in order to expand the exposure of students to different teachers, collaborative teaching has been developed as a strategy for effective learning. This method is a big deviation from the previous pull-out system for partial inclusive settings. In co-teaching, both teachers complement and co-teach both disabled students and their peers (Gerber and Popp, 2000). Rea et al (2002), in a study on the teaching practices of Enterprise Middle School which handles grade school students at levels 6 to 8, show that co-teaching is an effective strategy for educating students. This mechanism involves daily class rotations with different teachers. Co-teaching also requires careful and synchronized planning on the part of the educators. Teachers actively and regularly discuss their activities and lessons and share methods of evaluating the progress of students. This way, different instructional objectives are met although by different individuals. This is necessary to coordinate and pace teachers in their work and lessons with their students as well as to share information on student development. Different schemes characterize the co-teaching method. Rea et al (2002) note that interactive teaching or taking turns observing and lecturing may be employed. The class may also be divided for parallel sessions or one teacher may be assigned for catch-up classes for some students. Nonetheless, any form taken by the co-teaching scheme aims to provide for the needs of the children, supplied variation in teaching techniques, and was seen as a healthy environment for student growth and learning. Many researchers have expressed support to the principle of including disabled students in general education practice. Among them, Villa et al. (1996) have observed that educators preferred teaching disabled students along with their non-disabled peers. This factor may have contributed to the increased academic progress of students within the inclusive education set up. On the other hand, Thousand and Villa (2000) stressed that teachers are not the only major contributing factor to student progress. In fact, they highlight the observation that inter-student relationships while in the confines of the classroom play a big role during learning, emotional and social development. As the needs of the children in an inclusive set up are congruent to the skill that must be possessed by the educators handling the classes, teacher training (Porter, 2001) is an essential part of the process that makes an inclusive set up work. Daniel and King (1997) refer to this skill as training for inclusionary practices and is a characteristic of teachers that must be developed in order to function effectively in an educational system following heterogeneous groupings. It should, therefore, be apparent that these special skills allow educators to adapt to the wide needs of different types of students and allow them to be creative in forming strategies for an efficient and effective learning experience for both disabled students and their peers. However, the great demands of the inclusive educational practice oftentimes result in work pressure among teaching personnel. For example, studies on all elementary physical education instructors from Israel show that the episodes of burnout in faculty members are related to the number of special or disabled students in their classes and the amount of assistance they get conducting these classes (Fejgin et al. , 2005). This relates the demanding work that is put in by the educators in order to make an inclusive program work. This study also stresses the chief role played by government support in the educational system, where episodes of teacher burnout are also dictated by poor quality of the workplace and inadequacy of the institution to provide sports facilities for the needs of the students, especially the disabled or special cases. Despite episodes of burnout, most teachers have expressed their support for inclusion as an appropriate program to teach disabled children (Idol, 2006) the statistics is expected to improve if more educational personnel were available to answer to the needs of all students. The necessity for improved and evolving programs that would answer the needs of students in inclusion also requires the involvement of many organizations, individuals and different types of educators, resulting in interdisciplinary interactions to improve current conditions (Robertson and Valentine, 1998). This brings about an atmosphere of community and exposes the teaching skills of effective teachers and allows room for growth and improvement. Equally important to the instructors are the provision of adequate health care safety facilities for different types of students which should be provided by the government and their policy makers. It is consequently very crucial that an educational program should be backed-up by community and policy driven education reform for a successful advocacy. Porter (2001) expresses that there is a need for legislators who understand that an inclusive community school is a method of reform that should be supported. For cases of students with severe autism and retardation, however, further studies both on the effective procedures that should be employed and on the qualitative measures of investigating the effects of peer-mediated activities and cooperative learning also require continuous evaluation (Kamps et al. , 1994). Nonetheless, Kamps and Carta (1989) note that strategies are successful if these improve or maintain the skills of non disabled students without compromising the learning of their disabled peers.

Outline and assess the main positions in the secularisation debate

Abstract This essay tackles the main positions of the secularisation debate. To begin with, this essay examines the ‘bottom up/demand-side’ theory of secularisation, which postulates that as societies go through the process of industrialisation, the religious values that underpin the societal fabric will inevitably erode as the citizenry become more impervious to spiritual pursuits. This essay also examines the importance of the ‘market’ approach to the theory of secularisation, arguing that the top down/supply side perspective is of fundamental significance in order to understand the persistence of religious practice in modern societies. Introduction The secularisation debate has acquired a growing influence in recent years, due to the onset of the postmodern age. Postmodernism posits that in the age of instantaneous communications and ubiquitous access to technology, rigid and fixed classifications pertaining to religion, class, gender and race have been significantly eroded. The main positions in the secularisation debate focus on two distinct approaches (Fitzgerald, 2000: 133). The first perspective that is postulated for examination relates to the ‘bottom up/demandside’ idea of secularisation. According to this view, as societies go through the process of industrialisation, the religious values that underpin the societal fabric will inevitably erode as the publics become more impervious to spiritual pursuits (Gauchet, 1999: 40). At the same time’, the ‘top down/supply side’ theory of secularisation, which highlights that the need for spirituality remains constant across national boundaries, p laces a great deal of emphasis on the role of religions institutions in maintaining adherence to theological principles. This essay will begin by charting the idea that secularisation responds to the gradual phasing out of religious values in modern societies. The second part of the essay will concentrate in the manner in which these values are permanently re-imposed on societies by religious leaders and organisation. Crucially, the second section of the essay highlights the importance of the ‘market’ approach to the theory of secularisation, arguing that the top down/supply side perspective is of fundamental significance in order to understand the persistence of religious practice in modern societies. The bottom up/demand side theory of secularisation The main view propounded by this theory of secularisation is that the advent of the scientific method and rational observation as a method to create societal improvement has shaken the theological foundations that were influential in shaping the evolution of the Western world (Gauchet, 1999: 45). The erosion of supernatural interpretations of the nature of the world has been a permanent cultural phenomenon in the Western world since the advent of the Enlightenment, with its emphasis on universal categorisation that could be subject to empirical observation and rational testability standards (Martin, 1993: 93). The rational template endorsed by industrialised societies rendered the theological claims imposed by the major religions incompatible with the needs of the existence of human collective that relied in an increasing manner on the benefits brought forward by technological advancement (Martin, 2005: 55). There was a gradual and consistent loss of religious faith in Western societ ies that ultimately resulted in the unravelling of theological practices and Church attendances (Martin, 1993: 97). In addition, this provoked a relative corrosion of the social and cultural meanings attached to religious identity, along with a move away from allegiance to political parties and organisations based on denominational values. According to this theory of secularisation, religious and scientific values are at loggerheads, with a constant undermining of Bible teachings by making reference to the Darwinian teachings put together in the theory of evolution (Martin, 1969: 25). The knowledge gained by society through scientific advancement and its application to technological improvements, coupled with the expansion of education opportunities, impacted on the cultural changes that were ushered in Western societies. It could be posited that the tenets of the Enlightenment undercut the metaphysical principles that were responsible for maintaining societal cohesion during the Middle Ages (Martin, 2005: 59). Thinkers like Max Weber stated that the onset of industrialisation and mass capitalism produced an environment of opinion conducive to reducing the idea of the supernatural to the domain of human rationality and subjected to the explanations taken from the hard sciences rather than making reference to metaphysical arguments (Gauchet, 1999: 49). The attainments made by Western societies in the sciences and the feats that took place in the realm of engineering and technology has emphasised the importance of subjecting nature to the control of man (Bruce, 2002: 59). These developments were responsible for a change of perception regarding the advent of personal tragedies and natural disasters on the part of a growing number of individuals, who started to regard those eventsin rational terms, instead of attributing them to mysterious forces outside the control of man. Accordingly, the intellectual authority held by religious ministers became just one of the sources of knowledge to be taken into account (Berger, 1969: 30). Their authority was put in direct competition with the people who displayed their professional expertise across many fields of study and who made use of the rational method. At the same time, the gradual separation between state and church that took place in many European nations and the United States, couple d with the emergence of bureaucratic apparati and modern political parties led to the discrediting of traditional religious institutions. The industrialisation of Western societies had attached to it a series of changes that impacted upon the ability of individuals to experience mystical experienced (Harris, 2005: 61). This includes the steep decline in communal life, the fragmentation between nature and man and the increased use of technology. It is worth mentioning that the interpretation put forward by Max Weber regarding the bottom up/demand side theory of secularisation is based on the effects that the Lutheran Reform and the industrial revolution had on the development of political and religious life in Western Europe and North American (Idinopulos and Wilson, 1998: 101). The idea of disenchantment with the world, as propounded by Weber, compelled individuals to seek salvation in the pursuit of material gain, hence eroding the very foundations of transcendental Christian thin king (Tremlett, 2009: 22). The growing importance of Rationalism was necessarily conducive to being sceptical about the existence of an omnipotent and omniscient God, ultimately resulting in the debunking of religion as a method of explain natural phenomena (Bruce, 2002: 67). It is also important to stress that a bottom up/demand side theory of secularisation can also be understood according the functionalist perspective underlined by Emile Durkheim (Durkheim, 1912, 1995: 73). The French sociologist identified the loss of functional purpose as one of the main reasons behind the erosion of the centrality of religion in the institutional make-up of modern societies (Norris, 2004: 130). This functionalist perspective highlights the idea that a scheme of theology does not just represent a system of beliefs about the nature of existence (Asad, 2003: 90). Instead, it is also a framework of actions concerning certain and certain rituals and symbolism that are performed to signpost the passage of time across the person’s natural lifespan (Durkheim, 1912, 1995: 30). These symbolisms were responsible for maintaining a high degree of social cohesion and stability, hence producing common goods that could be enjoyed by all members of society (Davie, 1994: 88). Conversely, the industrialisation Western European and North American societies generated the fragmentation of the social space by inducing process of technical differentiation that dispersed the sources of knowledge (Wilson, 1966: 76). The specialisation of knowledge production stripped the ecclesiastical authorities of the powers that they had in determining which epistemological approaches should be pursued and how the knowledge created was to be disseminated (McCutcheon, 2003: 119). In addition, all the charity organisations of Christian extraction that had for centuries been in charge of providing for the disenfranchised members of society were replaced by welfare states subsidised by government institutions (Bruce, 2002: 62). These events were the immediate result of the reappraisal of the role of religious doctrines and organisation. By the late nineteenth century, the doctrines and practices proposed by the Church were not deemed to be functional to the task of ensuring th e material welfare of the population (Tremlett, 2009: 19). Instead, the state had become a kind of secular god that had encroached into many areas of the lives of individuals (Berger, 1969: 147). This entailed that the role of religious institutions were strictly confined to the personal realm; in the public domain, the faith gradually ceased to become a powerful force in the shaping of the political evolution of the nation. The top up/supply side theory of secularisation The views exposed in the previous section can be juxtaposed to the perspective highlighted by the top up/supply side theory of secularisation. This perspective underlines the conditions brought about by the spread of religious freedom in contemporary societies, which led to a competitive environment in the market for religious adherents amongst theological organisations (Davie, 1994: 93). This view makes an analogy between theological organisations and business firms, all of which struggle in order to capture a growing segment of the market. The top up/supply side theory of secularisation postulates that the competition between different religious denominations has a positive impact on the preservation of religion as a vibrant force in society (Asad, 2003: 33). This approach explains the manner in which, for example, the level of religious adherence is larger in countries like the United States, where the different theological denomination are engaged in permanent competition in orde r to attract new adherents (Idinopulos and Wilson, 1998: 111). This theory puts forward the notion that an intense competition between the different denominations result in churches striving to keep a dynamic spiritual environment in their congregations, hence helping to retain the relevance of religion in their community (Harris, 2005: 58). In the United States, this has generated a situation in which the older denominations such as Lutherans, Catholics and Presbyterians are losing ground to the evangelical religious organisations. Whilst the evangelical movements demand a great deal of effort on the part of the would-be adherents, they also offer a more intense religious experience than the older denominations; which seems to be a determinant factor in attracting support for their cause (Asad, 1993: 145). Furthermore, the top up/supply side theory of secularisation posits that in cases where religious life is dominated by theological organisations that are directly subsidised by the state, the clergy seems to be less keen to engage with the community of believers, hence leading to the decay of spiritual life in their communities (Stark and Iannaccone, 1994: 232). This theoretical approach seems to replicate the idea that state-owned organisations, be them of an economic or religious nature, tend to be less innovative than private ones (Davie, 1994: 19). For example, in Northern Europe, the established Protestant churches are able to fend off the threat posed by other Christian denominations (Wilson, 1966: 58). This means that the clergy does not have to overexert itself in order to attract the attention of their would-be religious adherents (Asad, 2003: 14). Consequently, this led to a situation in which religious attendance declined in a significant manner, since the number of optio ns available in the spiritual market tends to be quite reduced (McCutcheon, 2003: 46). However, this does not explain the reasons behind the consistently high levels of religious attendance in Southern European and Latin American countries, in spite of the monopoly enjoyed by the Catholic Church (Martin, 1969: 28). It could be argued that a pluralist religious template as the basis for a high level of religious attendance represents a theoretical blueprint that can only be successfully applied to particular settings (Berger, 1969: 61). It would appear that many of the tenets espoused by this particular theory of secularisation are not based on a sound methodological framework (Harris, 2005: 55). To be sure, the idea of a competitive religious market as an instrument that allows countries to reverse religious decline can only be applied to the United States, which is a society that has traditionally been based around the development of communal life; strongly informed by religious v alues in order to connect individuals to their particular cultural and geographical setting (Asad, 1993: 66). At the same time, it has been argued that the level of religious attendance have remained quite consistent across the ages, which entails that there have been no substantial secularisation process as a result of the onset of modernity (McCutcheon, 2003: 48). In addition, it has been noted that the ‘market’ theory of religion can provide a sound basis for explaining overall trends in religious adherence (Stark, 1999: 249). In fact, in Western societies, periods of low attendance alternated with periods of higher levels of religious fervour (Idinopulos and Wilson, 1998: 98). It is therefore important to concede the possibility that the top up/supply side theory of secularisation may provide with a sound framework of reference in order to examine the level of religious adherence in across the ages (Stark, 1993: 389). It would appear that the postmodern condition do es not necessarily mar the possibility of a reconstitution of religious life along more fluid doctrinal lines (Stark, 1999: 260). This goes some way towards rebutting the assumptions put forward by the bottom up/demand side theory of secularisation (Wilson, 1966: 61). The ‘market’ interpretation of religious adherence may provide a better way of understanding the extent to which modern societies have been secularised (Wilson, 1966: 82). The dynamic interactions that take place in the social space give rise to the possibility of more fluid (and therefore more vibrant) religious denominational structures that may rehabilitate the spectrum of religious life in postmodern societies (Stark and Iannaccone, 1994: 231). It could be posited that this trend, directed from the top down and informed by a strong supply side approach borrowed from the field of economics, is ultimately a better way to understand the reasons behind the persistence of religious life in modern societies (Asad, 2003: 14). Conclusion By way of conclusion, it may be posited that the bottom up/demand side theory of secularisation provides with some interesting insights regarding the evolution of religious life in societies that have been affected by the process of industrialisation and modernisation, to be sure, the application of scientific methods of interpreting the nature of reality resulted in profound changes in the nature and extent of religious practice in Western European and North American societies (Berger, 1969: 77). The specialisation of technical knowledge production removed power from the religious authorities regarding the way in which knowledge was to be pursued, created and spread (Norris, 2004: 41). Moreover, the onset of modernisation and industrialisation gave the state a great deal of power in order to provide welfare provisions for its citizens, hence stripping the church institutions of their functional purpose (Fitzgerald, 2000: 122). Notwithstanding the validity of these arguments, they do not explain the persistence of religious attendance throughout the ages (Stark, 1993: 390). There seems to be an inherent human drive to seek the ultimate explanations of the nature of existence by referring to supernatural forces, which explains the resilience of religious practice across the ages. The postmodern condition has given rise to new forms of religious and spiritual practices that thrive thanks to the way in which they are able to utilise technology in order to fulfil their mission (Asad, 1993: 45). For all the reasons cited above, it could be concluded that the theory of secularisation fails to explain the continued interest shown by people in pursuing spiritual avenues for personal advancement; an interest that seems to be more vibrant than ever in the age of fluid doctrinal requirements for religious practice. Bibliography Asad, T. (1993) Genealogies of Religion, Johns Hopkins University, Baltimore, MD Asad, T. 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