Theories of Adolescent Risk Taking

Theories of Adolescent Risk Taking Adolescence is seen as a period when an individual is unable to competently assess risk. There is a general belief that adolescents believe that they are invulnerable to risk thereby unable to perceive certain behaviors. Because of this, adolescents are adjudged to be less aware of risk. This provides the reason the reason why there are legal limitations on adolescents’ right (Bellotti, 1979, Gardner, Scherer Tester, 1989). On the other hand, some view adolescents as having the capability to making informed and competent decisions as adults (Melton, 1984). This means that some see adolescents as seeing themselves as invulnerable. This idea is supported by Elkind’s theory (1967, 1978). In this theory, Elkind argues that people become cognitively egocentric when they first enter into formal operations. Because of this, adolescents believe that they are unique and special making them immune to certain things. They see themselves as invulnerable to harm. This geocentricism and invulnerability are expected to reduce as the individual moves from middle to late adolescents. But some believe that this theory on geocentricism is not associated with adolescence transition into formal operations, and that it is not limited to adolescence alone (Frankenbreger, 2000, Gray Hudson, 1984). In addition, research has not found any positive correlation between geocentricism and perception of invulnerability (Dolcini et al., 1989). Social researches on adolescence have not been helpful in resolving the debate between adolescents’ perception of invulnerability to risk and adolescents’ competence. There are numerous inconsistent studies on this issue. There are factors that may be responsible for these inconsistencies. According to Millstein and Halpern-Felsher (2002), these inconsistencies maybe due to the methods used to measure risk perception. Some researchers used probabilistic assessment, that is, the chance that an outcome will occur (Quadrel et al., 1993, Gochman Saucier, 1982) while other researchers like Finn and Brown (1981, Cohn, Macfarlane et al. (1995) examined adolescents’ perception about harm, that is â€Å"the amount of harm that could be caused(p. 401). This has the ability to cause disparity between the studies and also questions the validity of these findings. Another cause of this disparity is failure of researchers to consider behavioral experiences across ages and control for it. While some of the earlier studies that focused on adolescents’ age group and those that compared adolescents and adults found a significant difference in awareness of and consideration of risks (Ambuel Rappaport, 1992, Chassin et al., 2001), some others found few differences. One of the studies that did not support the idea of adolescents’ invulnerability is the one conducted by Millster and Halpern-Felsher (2002). In their studies, they took into account the above identified problems in studying adolescents and young adults risk perception. While other researchers used participants’ parents to measure comparison between adolescents and adults risk perception, these researchers use unrelated childless adult to eliminate this problem. Their reason for using unmarried young childless adults was because those with children may have a greater awareness of risk because of their positions as parents compared to childless and non parent/unmarried young adults.This is because using adolescent participants’ parents may create problem of non independence between the groups. They used 433 adolescents and 144 young adults between the ages of 20 30 as comparison group from racially diverse population and from geographically and demographically similar area. They tried to find out age differences in risk judgement and if adolescents risk judgment differ from those of adults, and if vulnerability perceptions to harm are more prevailed in adolescents than adults. In the result, they found a significant difference between young adults’ and adolescents’ risk judgment. Also, there was a significant age group differences between older adolescents and younger adolescents. Older adolescents assessed probability of negative outcome to be lower than younger adolescents. The study challenges the general belief that due to adolescents’ developmental status, they view themselves as invulnerable as well as underestimate risk. Adolescents don’t see themselves as invulnerable, though they may fail to perceive specific risk related to a specific behavior, and at the same time, may over estimate the benefit of such behavior. Even after controlling for behavioral experiences, younger adolescents perception of risk was greater than older adolescents, and adolescents perceived greater risk that young adults. Because younger adolescents have been taught that engaging in risky behavior results in significant risk, they are likely to be lieve it (Millstein Helperin-Felsher, 2001). But with increased exposure to peer risk behavior coupled with maturation, adolescents are able to observe that not all risky behaviors have a negative outcome. The researchers observed that the participants over estimated risk. Young people already have a sense of heightened vulnerability and that continuous emphasis on the negative outcome of risk might be counterproductive, in that it might conflict with adolescents’ own experiences as they might realize that not all risky behaviors result in negative outcome. The result of this study is in contrast with the popular belief that adolescents perceive risk less than adults do and that adolescents also see themselves as invulnerable. Another research that is consistent with the above finding is the work done by Baumgartner and Peter (2010). They investigated adolescents’ and adults’ perception of internet risk, especially online sexual risk. Previous studies on online risks founf that adolescents are vulnerable (Mitchell, Finkellor Wolak, 2001, 2007b, Yabarra, Mitchell, Finkellor, Wolak, 2007). These findings are based on the assumption that adolescents are massive internet users. There are scientific/research evidence to prove that adolescents are more vulnerable online that adults and that adolescents reported a very negative feeling such as being afraid from online sexual solicitation (Mitchell et al., 2001). Some reasons for this unwanted online sexual solicitation include the fact that due to adolescents’ massive developmental changes at his stage, the need to relate to others increases thereby making them vulnerable to unwanted sexual solicitation (Singelman Rider, 2003). On the other hand, adults may not be keen on interacting with strangers, thereby decreasing the risk of unwanted sexual solicitation. Another reason for this vulnerability is that adolescents spend more time online and this may increase their chances of receiving unwanted online sexual solicitation (Jones Fox, 2009). The empirical evidence to support that adolescent take greater risk than adolescents have been inconsistent. The difference between adults and adolescents risk perception may be because adolescents today are more familiar with internet amd newer social networks compared to adults. In their study of 1765 Dutch adolescents and 1026 Dutch adults, done through online survey, Baumgartner and Peter (2010) investigated age and gender differences in unwanted online sexual solicitation. The result showed that female adolescents and young female adults are at the greatest risk of this online harassment. This may be because of the specific online activities that they are involved in, or may be because they are just the targets of these perpetrators. A reason for this may be because these groups of people use the internet as a means of communication rather than for entertainment, and the the use of internet for chatting increases the chance of unwanted sexual solicitation. Because one of the cha llenges during adolescence is identity formation, these adolescents may use the internet to relate to others by self disclosure or to share intimate details (Mazur Kozarian, 2010, Calvert, 2002). They also found that young girls find this undesirable and may be more emotionally and cognitively vulnerable to such messages compared to older female adult. This means that adolescent girls feel vulnerable with such behaviors, this is in contrast to the general belief that adolescents perceive some behaviors as risky. An emerging adult may cope better in such situation, but an inexperienced adolescent may be more vulnerable and may need protection than adults. There was also evidence of increased online risk for older adolescents male and adults compared to younger adolescents. This may be because as one gets older, one partakes in more risky behavior compared to when one was younger. This is evidence against the notion of adolescents’ invulnerability. Another reason for this increased online sexual risk found among older adolescents and adults may be because sexual interest does not decline with age or after adolescence, and sexuality being an important part of adults, engaging in online sexual risk may help satisfy these sexual needs. Though these evidence that adolescents do not engage in more risk than adults does not mean or suggest that adolescents’ behaviors should be neglected. Risk behaviors are interpreted differently by adolescents and adults (Parsons et al., 1997). It is seen as a normal thing when adults give out private information about themselves online based on the assumption that adults can handle any negative consequence from such behavior unlike adolescents, such behaviors may be frowned at because any negative outcome may be detrimental and may affect their normal development. In addition, although risk may have potential negative outcome, it also serves an important cause in adolescent development (Jessor, 1992, Igra Irwin, 1996) as it helps adolescents develop autonomy and maturity. It also helps in coping with anxiety and frustration. Online sexual risk may also help adolescents in developing their sexual identity. Hence, online sexual risk behavior should not be viewed as detrimental to adolescents, but it could also serve to facilitate healthy development. This study shows that adolescents, especially younger adolescents are risk aware, and that the fear of adults about adolescents’ online sexual risk behaviors is unfounded. A study by Haase and Silbereisen (2011) linked the effect of negative affect on adolescents’ risk perception. This study is in contrast to the above studies that adolescents have a higher risk perception than adults. And that this depends on the affect. That perception depends on our mood or emotion either positive or negative. Other studies have linked positive affect to lower risk perception (Johnson Tversky, 1983). This means that adolescents who are emotionally open are influenced by this. The Haase and Silbereisen (2011) study examined the effect of positive affect on adolescents’ and adults’ risk perception. The study involved the use of audio-visual method to induce emotion. Research has shown that negative emotion leads to a higher risk taking, because the individual tries to overcome the bad mod through engaging in activities that are rewarding in short run and can potentially have harmful effect on the long run (Tice, Bratslavsky Baumeister, 2001). Bu t from the result of the study, they found that when an individual is in a good mood, he is less likely to perceive some risky behaviors like smoking and alcohol drinking as risky. The study also examined the effect of mood across age groups. It was found that positive affect lowers risk perception across age groups, whereas negative affect led to lower risk perception among mid adolescents but did not for early adolescents and young adults. This may be because developmentally, mid adolescents have a high stress vulnerability (Spear, 2000), and a higher risk taking (Steinberg, 2008). Therefore, it has been shown that affective influences play a big role in adolescents risk taking. When adolescents are in good mood and excited, they tend to indulge in risky behaviors or they may judge some behaviors as risk free. Because previous studies have used questionnaire to assess adolescents’ risk taking, using experiment showed that adolescents partake in risk behavior and that this risk taking is influenced by affect either positive or negative. This means that adolescents and adults may be more risk averse when they are faced with situations that do not give rise to great emotions, and this may not be captured in questionnaire study. This result in conflicting findings on adolescents risk taking, but using experimental design may show the real situation when the adolescents are faced with strong emotions. Feelings may alter risk perception.

A Personal Integrated Theory of Counseling Essay

Abstract This personal model of counseling addresses the importance of developing a biblical theory of Christian Counseling, which also integrates psychology, theology and spirituality, without diminishing the relevance of each. The working model for counselors should provide practical techniques for the inclusion of believers and non-Christians, as they work towards a personal relationship with God. This paper will discuss the personality traits, external influences that build a personal integrative theory of scientific disciplines and theological truths. The works of relevant theorists and authors will be reviewed as comparable viewpoints on Christian Counseling and how integration can benefit individuals, couples and families. The paper will begin to create a personal guideline for the author’s counseling practices with clients from all backgrounds. It will conclude with personal thoughts to identify areas for growth and improvement. A Personal Integrated Approach to Counseling Introduction A comprehensive personal theory of counseling should integrate Psychology, Theology and Spirituality. One of the most important goals of counseling is develop a theoretic approach through the integration of Psychology, Theology and Spirituality. Individually, each discipline offer concepts that are unique and relevant, yet separately they lack the inferences of other viewpoints that may be overlooked. There is a basic understanding for counselors to focus the treatment on the client, as well as temporal systems that exist which have influence on the client. Therefore, the intent of integrating these theories will provide the counselor with a more comprehensive wisdom and faith to combine the key elements of each to implement into their counseling practices. A concern for counselors is the prioritization of theology over psychology. This can be difficult as well as thought provoking for and individual to undertake because of the historical debate between faith and science. An individual deeply rooted in their biblical worldview will argue that with faith, they require no further belief, while others with a secular based worldview requires the proof of statistics and data for their belief. (Entwistle, 2010, p. 9) Secular viewpoints are bound by the limitations of earthly living and its standards. The Christian viewpoint is directly related to the fact that their eternal destiny is ordained because they are a child of God. The counselor who will be successful at integration will find it necessary to increase their competence in all areas. (McMinn, 2011) states that the best at interdisciplinary integration are those that have an informal and formal preparation of both psychology and theology. While there can be preference in either theory, counselors are cautioned not to minimize the doctrines of Theology or misrepresent the clinical applications of Psychology. Personality Development of Personality Human personality is a set of characteristics and traits, as well as emotions and behaviors that make each person unique. An individual’s personality usually remains consistent throughout life. However, personality can be altered by an individual’s environment, temporal systems as well as traumatic events. For counselors it can be challenging when attempting to understand Human Personality without exploring the clients past. This can uncover many of the misbeliefs, hurt feelings originating in childhood that manifest into maladaptive behaviors in adulthood. (Backus & Chapian, 2000) The Christian worldview allows the understanding of all human functioning parts: The physical and the personal. The physical represents the body and the personal acknowledges the spirit or soul. A counselor’s focus is centered with both the conscious and unconscious parts of the mind where misbeliefs and attitudes are held. They must first look at the totality of a client through the u se of concentric circles. This theory allows the counselor the viewpoint of the various circles that create human personality. The innermost circle represents the self. It represents the core where the image of God, the Holy Spirit, and issues of sin reside. Also within the core is the heart where scripture shows the heart as vital function of providing life giving blood. The heart is that part of a human that chooses the basic direction they will follow in life. (Crabb, 1977) The outer layers consist of the soul of a human infused with the Holy Spirit. When we are born, we inhabit a soul that allows us to think, feel and choose. Your spirit is in union with God if he is the choice for the center of your life. Scripture notes that those who alternatively do not accept God into their life will become vulnerable to the influence of Sin and Satanic forces. Consequently, it is the choices that guide the soul and the resulting emotions, thoughts and behaviors that impact human interactions and relationships. As you move to the outer circles there is theory that is presented that exhibits the correlation of the body and the effects on human personality. The physical circle illustrates the connection with the body and physical health as humans relate to life challenges. Our bodies alert us to potential dangers in the form of pain and discomfort. When the body is in distress, messages sent to the brain are distorted. The outcomes of physical pain, will affect a person’s mood, energy and cognitive abilities. The physical circle illustrates the connection with the body and physical health as humans relate to life challenges. (Hart, 1999) Finally, there are two components of circles in this theory. The first is the temporal system. These are the external forces or the earth systems such as family, friends, religious affiliations, economic conditions and society that create positive and negative personality traits in humans. The author Crabb suggests that humans have two basic needs; sig nificance and security in order to function effectively. (Crabb, 1977) When we feel secure and significant we are then deemed to be worthwhile. However, the interactions of Hawkins temporal systems will jeopardize these assurance and the results are maladaptive behaviors that lead clients to therapy. The final outer circle is supernatural systems. (Hawkins, 2009) In this system, God, Angel, Satan and Demonic forces are introduced. Spiritual forces inhabit all humans, yet there is a battle between the dark forces of Satan, and the truth in God’s word. . Author Neil Anderson describes the forces at work on the formation of human personality. (Anderson, 2000) These evil forces disguise themselves and aggressively seek to intervene with deception of the Holy Spirit. Without a personal relationship with God, Satan has opportunity to manipulate thoughts and create misbeliefs which are the direct cause of emotional turmoil, and maladaptive behaviors. (Backus & Chapian, 2000) The supernatural outer circle aids in the quest for a realization that spiritua l disciplines can help begin the process for an internal change. Motivation One of the major premises of counseling is to develop an understanding why people do what they do. An individual’s actions are directly connected to their personality profile. Behind every action there is energy or a force that results in a specific behavior. Every human has motivations that are based often on self-centered needs. The basic needs are physical which encompasses the elements critical to life, the need for emotional relationships as well as the need for significance and security. Counselors are aware that Human Need will continue and this need moves people into false outside systems in order to reach the type of gratification they desire, rather than seek a relationship with God. That relationship indicates the temperament of the unbeliever as opposed to a believer. The unbeliever thinks of himself first, and evaluates life in terms of the world system and the behavior is motivated and designed to meet his or her own needs. While the believer will still experience misbeliefs in his conscious mind, however this individual makes a deliberate choice to evaluate his or her world based on a biblical framework. The biggest difference is the believer’s purpose is to live for Christ and exhibit behaviors that are Christ like and subsequently will receive them in return. (Crabb, 1977, p. 107) Human Development All Humans have a desire for autonomy in the world from a very early age. This search for self-governing freedom to establish their place in the world but is conflicted by the distortion of good and evil. The boundaries or acceptable behaviors guide the decision making process. These boundaries are for self-preservation. (Cloud & Townsend, 1999) Positive choices, allow the capacity to be loving and kind to others, use physical energy creatively, and live a purpose driven life. The alternative choice directs individuals on a path of sin and brokenness that prevents both growth and maturity. (McMinn, 2011) Without self-control individuals a counselor has the ability to guide this development process by helping them realize their position in the kingdom of God. Scripture emphasizes the purpose for an intimate relationship with God in that acknowledges a rebirth as a child of God, and confirms that life is no longer in the flesh but now life is in Christ. The intent of a counselor is to progress the client toward the development of an optimal balance of mental and spiritual health. Individual Differences Every human has a viewpoint of the world that is used as base of understanding of the world and their place in it. It is model of assumptions and evaluations that impacts personality traits and behaviors and forms a standard of living. (Clinton & Ohlschlager, 2002, p. 59) Most people’s worldview are inherited rather than chosen and are shaped by cultural, religious and social influences. The presumptions can transcend into discriminatory beliefs to those who have opposing viewpoints. Counselors who are willing to address cultural difference in their client are mostly those that do not see them as impediments, but as an opportunity for growth. Individuals with an understanding & acceptance of themselves will achieve a greater sense of emotional and spiritual health. Health and Illness Health is more than a state of physical, mental, and social well-being. There are other components such psychological, and spiritual. The goal is achieve perfect health on all levels, however this can be challenging for clients to achieve and difficult for counselors to measure. A lifestyle that consists of a balanced diet, physical activities should result in good health; however, these alone are not sufficient. (McMinn, 2011) offers a triad approach that includes an accurate sense of self, healing relationships and an accurate sense of need. Those that are committed toward moving toward total health learn self-love and worth, to recognize needs as well as the importance of therapeutic relationships. There are biological, physical and social systems that all contribute to the symptoms of an illness. The pain and discomfort are presented in the physical body, while anxiety, sinful behavior and other temporal systems affect health. Conflicting messages delivered to the brain trigger and imbalance of worry and stress that are manifested in personality disorders. When people try to function in areas that affect untended and unhealed hurts, they will hurt others. (Wilson, 2001) Psychological and Spiritual Illness Sin is a pervasive element of human condition. In biblical terms, it dates back to Adam and Eve as committing the â€Å"original† sin. It is often misused by those who commit that they are ill; therefore they engage in sinful behavior. Through the use of attributional style, decipher if mental illness or the absence of spirituality are the sources of maladaptive behaviors. (McMinn, 2011) Consequently there must be a conscious choice to identify what sin represents in preventing an intimate relationship with God. Spiritual illness is living outside the will of God who desires peace and tranquility for those who accept him in their life. James 4:17 (King James) Integration and Multitasking McMinn (1996) stresses the need for counselors to evaluate a client’s problems from several viewpoints simultaneously. Through a multidimensional lens, there is the ability to explore theological, psychological perspectives. Developing the ability to multi-task, integrates the science of psychology, the truth in Theology and Spirituality, with the focus on theological truth as a foundation, without diminishing the significance of other perspectives. Effective multitasking acknowledges the forces that influence personality. Nine elements including the body, the human spirit, volition, sin and temporal systems illustrate how humans can obtain a healthy balance when there is a spiritual foundation. Interdisciplinary Integration requires competence that goes beyond the understanding of theology and psychology. Spirituality is not viewed as a study of credentials. It is the personal relationship with God that confronts weaknesses and dependence on God. The author also expresses tha t counselors must engage in the practice of personal devotion and exploring their own spiritual beliefs, through additional training and study Elements of Theory This theory of counseling incorporates integrative applications of disciplines and concepts with emphasis on the core of the human as the source where the spirit resides, cognitive behaviors are developed, and personality structures emerge. As a counselor develops a plan of treatment for a client, attention must be given to both parts of a human. The material or physical self and the immaterial or spirit self. Each part of the self represents areas for the counselor to learn and explore influences on the client’s emotions and dysfunctional behavior. My theory mirrors (Crabb, 1977) presents a unique theory of counseling which he refers to the concepts of Tossed Salad and Nothing Buttery approach to counseling. There is a balanced integration however the focus is on teaching the truth in God’s word from biblical perspective as the most important. I believe effective counseling combines the strengths of various disciplines, without diminishing or promoting one over the other. A comprehensive theory removing deeply rooted misbeliefs and replace with biblical truths. My theory leads clients into an intimate relationship with God and provides a guide to initiate the process of change. (Hawkins, 2009) Process and Techniques Four elements are introduced in the counseling relationships that work together in a successful counseling experience: the spirit, the counselor, the counselee and the bible. The counselor establishes trust, engages the client by attentive listening as they explore the client’s problems, and create a working process that toward goals for both counselor and client. The counselor teaches principles of integration identify patterns of healing, guides the client toward change. The client acknowledges their spiritual relationship with God, takes ownership for emotions and behaviors, and commits to change from within. True transformation begins with a renewal of the mind. (Adams, 1986) Expectations and Effectiveness of Theory The effectiveness of the theory is evaluated through the client progression towards a balanced h awareness of self, God, healthy relationships. (Crabb, 1977) theory suggests that success is measured in Spiritual and Psychological Maturity. The presentation of symptom relief, decreased maladaptive behaviors promote well-being. As counselors enter into experiences with our clients, we trust that God will bless their honesty and courage, as they display progression toward overall improvements in life functioning (Petrocelli, 2002) Worldview and Influence on Theory The basis for my theory is based on a worldview of personal experiences and reflection. It demonstrates a biblical foundation that incorporates the integration of psychology, spirituality and theology. The emphasis of theory reviews the systems surrounding the core self that affect personality, including temporal and supernatural systems. This theory allows a better understanding of the motivation behind a client’s choices. Approach to Integration My approach dispels the myth that Christianity is just a religious belief and psychology is just science of profession, it illustrates that combined integration counselor can understand that you can be a religious person, and still find solutions and order in the science of psychology that examines human behavior. Christianity does not inhibit scientific progress; in fact it is viewed as a major force to the further the exploration of the science. The Spoiled Egyptian Approach has a secular approach to psychology, the weeds out elements that oppose the truth in the scripture. (Crabb, 1977) Conclusion This theory is grounded in a well-balanced foundation. It addresses the theories of integration, Multitasking and Worldviews. The goal of a counselor is summarized into two parts; to lead my clients into an intimate relationship with God and guide the process of change. I believe the strong desire to help my clients begins within the heart of a counselor whose life inhabits the truth in the word of God, as a foundation for their personal theory of counseling. References Adams, J. E. (1986). How to Help People Change. Grand Rapids, Michigan: Zondervan. Anderson, N. T. (2000). The Bondage Breaker; Overcoming Negative Thoughts, Irrational Feelings, and Habitual Sins. Eugene, Oregon: Harvest House Publishers. Backus, Dr., W., & Chapian, M. (2000). Telling Yourself the Truth. Bloomington, Minnesota: Bethany House Publishers. Clinton, T., & Ohlschlager, G. (2002). Competent Christian Counseling: Foundations and practices of compassionate soul care. Colorado Springs, Colorado: Waterbrook Press. Cloud, Dr., H., & Townsend, Dr., J. (1999). Boundaries in Marriage. Grand Rapids, Michigan: Zondervan. Crabb, Dr., L. (1977). Effective Biblical Counseling; A Model for Helping Caring Christians Become Capable Counselors. Grand Rapids, Michigan: Zondervan. Entwistle, D. N. (2010). Integrative Approaches to Psychology and Christianity (2nd ed.). Eugene, Oregon: Cascade Books. Hart, Dr., A. D. (1999). The Anxiety Cure. Nashville, Tennessee: Thomas Nelson, Inc. Hawkins, R. (2009). Constructing a Theory of Counseling. McMinn, M. R. (2011). Psychology, Theology, and Spirituality in Christian Counseling. Carol Stream, Illinois: Tyndale House Publishing. Petrocelli, J. V. (2002). Processes & Stages of Change: Counseling with the Trans theoretical model of change [journal]. Journal of Counseling & Development, 23(4). Social, cognitive processes in behavioral health; Implications for Counseling. (1995). Counseling Psychologist, 2(4). Retrieved from http://search.proquest.com.ezproxy.liberty.edu Wilson, S. D. (2001). Hurt People, Hurt People; Hope and Healing for Yourself and Your Relationships. Grand Rapids, Michigan: Discovery House Publishers.

Coffee Shop Essay

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

Crimes Based On A Vendetta - 2118 Words

Crimes based on a Vendetta Introduction The relevance of the topic â€Å"Crimes based on a vendetta† is considered to be an objective need to obtain the scientific knowledge about the killings of vendetta at the present stage of the social relations, identifying and resolving contradictions between the objective reality of this type of criminal activity and the existing system of legal and regulatory framework, as well as the development of measures to counteract this kind of crimes with taking into account the peculiarities of the development of modern social relations. The main shortcoming of the researches made the well-known authors is the â€Å"outsider† view. Moreover, in the judicial and investigative practice and in the legal literature,†¦show more content†¦The general concept The custom of blood feud arose in the primitive society. Currently, this custom has been preserved in the social culture of some peoples, however, it has not been preserved in its original form. 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