HSBC Formerly Named The Hong Kong Banking Marketing Essay

HSBC Formerly Named The Hong Kong Banking Marketing Essay 1. Introduction HSBC formerly named the Hong Kong and Shanghai Banking Corporation Limited was established 1865. With assets of US $1,502 billion, HSBCs international network comprises over 9,500 offices in 76 countries and territories in Europe, the Asia-Pacific region, the America, the Middle East and Africa. This paper examines HSBCs International Business Strategy with particular emphasis on North America and the US. Firstly, the relevant literature on International Business is reviewed and a comparison between the literature and HSBC is presented. Secondly, HSBCs business environment is looked at; analysing such factors as industry competitiveness. Next, HSBCs International business strategy is critically evaluated and finally, a conclusion along with recommendations is provided. 2. Literature Review The rapid globalization of business in the last two decades has prompted an increasing number of firms to develop strategies to enter and expand into markets outside their locations (Osland et al. 2001:153). Reliability on solely domestic markets is therefore a reliable source for competitive advantage (Rugman Collinson, 2006). Firms must therefore develop strategies of Internationalisation in overseas markets. According to Johanson and Wiedersheim-Paul (1975:306) the term international refers to the activities implemented abroad or attitude of the firm towards foreign activities. Relevant studies on the banking industry and HSBC will be examined below. According to Hoskisson et al., 2000; strategies are moderated by the characteristics of the particular context in which firms operate. In particular, institutions-the rules of the game-in the host economy also shape firm strategies such as foreign market entry (Peng, 2003; Wright et al., 2005). In a broad sense, macro-level institutions affect transaction costs (North, 1990). However, traditional transaction costs research (exemplified by Williamson, 1985) focuses on micro-analytical aspects such as opportunism and bounded rationality. This consequently raises questions on macro-level institutions, such as country-level legal and regulatory frameworks, influence transaction costs have been relatively unexplored, remaining largely as background. However, a new movement in research posits that institutions are far more than ancillary elements, and that institutions directly influence what resources a firm has at its disposal as it strives to develop and launch strategy. An analysis of theory developed specifically out of changes to global markets shows little development of the standard theories of market segmentation, differentiated pricing and appropriate distribution channels which underpinned local and domestic marketing theory. However, the literature over the past five years has shown a particular set of theoretical models specific to global marketing. Hollensen (2007) discusses the Uppsala International Model demonstrating a sequential pattern of entry into international markets with an increasing commitment to overseas markets as the international experience of the firm grows (Johanson and Vahlne, 1977). Hollensen (2007) contrasts this with a traditional approach of what is termed as the Penrosian tradition which is based on economy of scale and a cost-led approach working from the firms core competencies. Dunning (1998) suggests a similar Ownership-Location-internalisation (OLI) framework identifying an ownership advantage of establishing overseas production facilities, a locational advantage which builds a logistics network around the overseas production and, finally, an internalisation advantage where it must be economical for a firm to utilise the previous two advantages rather than sell them to a foreign firm (Hollensen 2007). Similarly, the standardisation-localisation model focuses on specific choices related to internatio nal market entry and the identification of risk mitigation factors salient to international marketing. Baker, M (1993) recognises the risk mitigation inherent in internationalisation, protecting the firm from adverse fluctuations in the national economic cycle. Hollensen (2007) concurs, outlining the ownership, operating and transfer risk in being attached purely to domestic markets. All of the literature is strong on identifying the risks of domestic-based marketing; however there is scant coverage of the specific risks of internationalisation. 2.1 The Strategy of International Business Firms operating in the global marketplace are required to balance concerns for globalisation (economic integration) with national responsiveness (Rugman Collinson, 2006). Globalisation is defined by Rugman Collinson (2006:454) as the production and distribution of products and services of a homogenous type and quality on a worldwide basis. National responsiveness is defined by Rugman Collinson (2006) as the ability to understand different customer requirements in different countries and responding to those local demands by providing the required products and services. Globalisation strategy advocates claim that human needs are homogeneous in every country supporting product standardisation within world markets (Levitt 1983 cited in Schlie and Yip, 2000). Some authors however argue that the globalisation strategy fails to address customer needs in national markets (Rugman Collinson, 2006). In order to analyse the distinction between integration and national responsiveness Figure 1 (Adapted from Bartlett and Ghoshal) will be used. Fig. 1 Source: Bartlett and Ghoshal, 1989, in Rugman and Hodgetts, 2001, p.335. As highlighted above, quadrant 1 represents high economic integration and low national responsiveness. This is a global strategy used by firms to achieve economies of scale (Rugman Collinson, 2006). Quadrant 4 represents high national responsiveness but low economic integration. This is a national responsiveness strategy used to customize products/services to local demand(Rugman Hodgetts, 2001). Quadrant 3 meanwhile, represents both high economic integration and national responsiveness. Quadrant 3 is the most demanding of all and is also where many successful transnational firms operate (Rugman Collinson, 2006). Finally, quadrant 2 is where the need for national responsiveness and economic integration is low. The banking industry uses a combination of mergers, acquisitions, subsidy and Greenfield strategies. However, economic integration is counterbalanced by national responsiveness in terms of how each strategy is designed and implemented (Rugman Collinson, 2006) given that consumer needs may differ from region to region indicates that a product or service introduced in one part of the world is usually rejected by consumers in other parts of the world (Rugman Hodgetts, 2001). HSBC provides a good example in relation to the notions mentioned above. Although, HSBCs international network comprises over 9,500 offices in 76 countries, its entry into the US began as a weak and poor performer. Peek et al. (1999) found that US subsidiaries of foreign banks generally perform poorly due to acquisition of unsuccessful US banks in conjunction with the inability to improve performance sufficiently. Taking this into consideration, HSBC pursued a localisation strategy in different regions of the worl d which is similar to Barclays use of integration in tandem with national responsiveness. 3. The International Business Environment of HSBC In order to understand HSBCs International Strategy, the companys business environment is going to be examined using Porters five Forces because as Sandler (2007:3) points out many of the problems and opportunities affecting a single firm may be associated with broader based systemic issues impacting an entire industry. Secondly, HSBCs business environment is going to be studied using pestle analysis. 3.1 Porters Five Forces Theory Porters 5 Forces theory demonstrates the influences of the five competitive forces which are used to define the characteristics of the target market (Crum 1998, p.307). The main competitive forcers include Porters 5 Forces theory demonstrates the influences of the industry competitiveness (Rugman Collinson, 2006) (See Appendix 1). 3.1.1 Level of Competition (Rivalry) Competition in the banking industry is extremely fierce and HSBC is in strong competition with other major banks, such as Barclays and Lloyds TSB. In an environment of strong competition, banks will find themselves involved in intense price competition. HSBC can avoid price competition by differentiating themselves from the competition as expressed by Porter (1985). HSBC also has competition online debit, insurance and mortgage companies that offer competitive prices. 3.1.2 Threat of Substitutes The threat of substitutes for HSBC is low because money cannot be replaced. However HSBC do have enormous competition from other banks and mortgage lenders and if customers are not happy with the prices and services they are receiving from their bank, they can easily move to a competitor. 3.1.3 Threat of New Entrants The threat of new entrants is extremely high, and not only from banks. Companies such as Sainsburys and Virgin also sell financial products. Ind Bjerke (2007) believe that brand loyalty is an important marketing factor, and HSBC certainly has this advantage. Customers may want a personal service, so the threat of small bank operators whom offer an intimate experience may be favoured over a large bank, such as HSBC (McDonald 2007). HSBC have been operating for many years and therefore has a lot of knowledge and customers can trust them. A new entrant would not have this advantage; especially in many of the countries that HSBC operates such as China, where trust is imperative to the culture (Brett et al 2006). Bargaining Power of Buyers Bargaining power of buyers is extremely high as customers can switch to a rival company with lower rates and offers such as free mobile phone insurance. The customer has the choice of going to a wide array of high street branches and therefore has great power which can affect the market share of HSBC. HSBC need to ensure that they offer something more than the other competing banks, such as holiday insurance. 3.1.5 Bargaining Power of Suppliers Bargaining power of suppliers with regards to HSBC is twofold. Firstly HSBC rely on its customers (suppliers) to bring in its product (money), therefore the bargaining power of suppliers is very high. Secondly, the suppliers are not a threat to HSBC because it is unlikely that they will open their own bank, so the bargaining power of suppliers here is very low. Table 1. Summary of Porters Five Forces Analysis Force Intensity Level of Competition High Threat of substitutes High Threats of New Entrants Low Bargaining power of buyers Very High Bargaining power of suppliers High Pestle Analysis Political Obtaining funding from the money markets has become more costly for HSBC as a result of uncertainty in financial markets and shortage of funds caused by the global credit crisis (BBC 2008). Because HSBC has branches all over the world, they must comply with changes in legislation with regards to their countries of ownership. An example of this was in 2006 when Vietnamese regulations proposed to increase the foreign ownership cap from 10 per cent. As a result of this new regulation, HSBCs FDI rose by 55 per cent (HSBC 2007). HSBC are also affected by political instability. This occurred in Thailand in 2006 when the political crisis had a negative impact on consumption patterns and the number of people taking out loans dropped, oil prices and interest rates increased. Due to all these issues, HSBC only reported a 4% growth in the Thai economy, far less than the other Asian banks (HSBC 2006). Other wars and conflicts in HSBC operating countries will have a direct negative impact on the company. 3.2.2 Economic The credit crunch has seen many major banks tighten their lending criteria in order to reduce the number of credit write-offs. Barclays recently wrote off  £1.67billion, Lloyds TSB  £1.26billion and HSBC  £943million (Hosking 2008). HSBCs profit before tax in 2007 was  £4,081million, and the bank reported a strong start to 2008 despite the global financial crisis. In the first quarter of 2008, HSBCs profit was ahead of the equivalent period last year (HSBC 2008). Compared to other major banks, including Barclays and Lloyds TSB, HSBC is doing well in the face of the crisis. Changes in foreign exchange rates affect HSBC and new frameworks, similar to one introduced in 2007 by the International Monetary Fund causes instability for HSBC (BBC 2007). Consumer perceptions at the emerging economic downturn has people concerned about their spending patterns and less likely to take out loans and spend what they have. Many banks have been withdrawing mortgage offers, however HSBC are now offering competitive rates (Budworth 2008). Due to their differentiation strategy, consumers are attracted to their mortgages. Social A report published in the Independent newspaper highlighted the fact that the number of people going to University increases each year, hence people are becoming better educated (Hilpern 2008). The range of services that HSBC offers to university students has increased over the years, however there have been recent campaigns against HSBC from Student Unions with regards to interest free overdrafts students receive upon leaving University (Coughlan 2007). Housing trends greatly affect HSBC and the current economic crisis has meant that major banks, including Barclays and Lloyds TSB have been urged to cut interest rates (Murchie 2008). Technological The Internet has consolidated itself as a very powerful platform that has changed the way businesses operate (Pieter 2007). People now have access to their finances easily, in any location and for 24 hours. There is vast room for improvement of M-Banking (mobile banking). People are so dependent upon mobile phones and have easier access to their mobile than a computer. The GLT (Global Technology Centre) within HSBC are responsible for new technological advances and operate throughout Europe, Asia and Africa. Environmental With growing environmental pressures, HSBC has become the worlds first major bank to become carbon neutral. HSBCs commitment to change ensures that they provide environmentally responsible advice to lenders and have become involved in a variety of initiatives, including the introduction of renewable energy technology, water and waste reduction programmes and employee engagement (HSBC 2007). Consumers have the option to go green with HSBC and reduce the impact on the environment by saving paper and energy. Customers will receive email statements instead of paper statements, there are no cheque or paying-in books and the customer will be contacted by telephone instead of post (HSBC 2008). Legal HSBC must comply with a wide array of laws and regulations, including consumer protection. Consumer complaints have been paramount in the media lately regarding high bank charges for overdraft limits. The High Court has now ruled that bank charges are to be assessed under consumer protection law. It is now up to the Office of Fair Trading (OFT) to decide the fairness of bank charges. Because of this new legislation, consumers have received millions of pounds back from these charges (Pollock 2008). HSBC has to comply with data security measures set by the Financial Services Authority after HSBC admitted to losing a disk that contained the personal details of 370,000 customers in March 2008 (Booth et al 2008). 4. EVALUATION OF HSBCS INTERNATIONAL BUSINESS STRATEGY 4.1 HSBCs Entry into North America HSBC began its growth in North America by acquiring failed and weak banks. In effect, shareholders lacking a comparative advantage relative to HSBC, with respect to owning and governing given banks or branches (Lichtenberg and Siegel, 1987), sold them to HSBC. Generally, growth through acquisition is difficult to execute as it is vulnerable to problems of over-reach due to managerial hubris (Roll, 1986; Baradwaj et al., 1992 Seth et al., 2000). One cannot arrive at strong conclusions from studies of the profitability of subsidiaries. Banks transfer profit across borders (Demirgà ¼Ãƒ §-Kunt Huizinga, 2001), and foreign banks may prefer to book some business from their headquarters (Peek Rosengren, 2000). One may surmise that HSBC initially chose to acquire weak banks as much out of necessity as design. For any given size, a profitable bank will cost more than an unprofitable one, so in order to achieve diversification goals, HSBC needed to acquire large banks. Now that HSBC is one of the worlds largest banks, whether one measures by market capitalization or total assets, it has more flexibility. Banking concentration is apparent in many developed countries (Marquez Molyneux, 2002). In response, policymakers within these countries have restricted banks from further domestic mergers and acquisitions. Some recent failed attempts in Canada are a case in point (Tickell, 2000). Growth opportunities therefore arise through cross border growth. Interestingly, each of the owners of the largest subsidiaries of foreign banks in the US is disproportionately often the largest bank in its home country (Tschoegl, 2002 2004). Strategy viability assessment is the classic area of determining how a foreign firm competes against local facing lower cultural issues (Zaheer, 1995). One issue then is whether having operations in contiguous countries represents a competitive advantage. Tschoegl (1987) Dufey Yeung (1993) have argued that, where markets are well developed and competitive, there is no reason to expect foreign banks to be better than local banks at retail banking. At the same time th ere is evidence for the existence of a liability of foreignness vis-à  -vis the foreign banks host-country competitors (Parkhe Miller, 2002). Of course, there is also evidence that suggests that, the liability is minimal (Nachum, 2003) or wanes over time (Zaheer Moskowitz, 1996). However, these last two studies examine the liability in the context of corporate and wholesale banking markets. The liability may be more salient in the retail markets, where national differences between the home and host market are likely to be more profound. Claessens et al. (2001), Demirgà ¼Ãƒ §-Kunt Huizinga (1999) found that foreign banks tend to have higher margins and profits than domestic banks in developing countries, but that the opposite holds in industrial countries. Similarly, Dopico Wilcox (2002) found that foreign banks have a greater share in under-banked markets and a smaller presence in mature markets. This implies there must not be a high expectancy for coss-border mergers in commercial banking within developed regions. One can specu late that on the production side, differences in products across markets and privacy laws appear to be limiting parents ability to consolidate processing. As far as depositors are concerned, there seems to be little value to having an account with a bank that operates in other countries, especially now that travelers can draw cash from networked ATMs. HSBC has a service for wealthy individuals-HSBC Premier-that provides cross border advantages as transfer of an individuals credit rating when they relocate, and some other services. However, these facilities are not available to ordinary accounts. The literature on trade flows is instructive here; the evidence on NAFTA has shown that borders have a substantial damping effect on trade flows (McCallum, 1995). In North America, HSBC is even poorly positioned to take advantage of cross-border retail banking that is currently drawing attention: remittance flows from Mexican workers in the US. Although HSBC now has a strong presence in Mexi co, it has almost no offices in California or other US states with large populations of Mexican immigrants. By contrast, Bank of America, the largest bank in California and in many other US states in 2002, bought a 25 percent stake in Santander-Serfin, Santanders subsidiary, which has amalgamated Mexicos oldest and third largest bank. If there is reason to believe that, HSBC benefits from cross-border demand or production effects, what is left as a source of advantage? One candidate is what Kindleberger (1969) called surplus managerial resources. When a bank such as HSBC can no longer grow at home, it may find itself with a management team that is underemployed in terms of the demands on its time. The bank may then choose to grow abroad when it can combine these surplus resources with what Berger et al. (2000) call a global advantage. As Nachum et al. (2001) point out, the competitiveness of firms depends on the kind of assets that firms can transfer internally from country to country, but are difficult to transfer from one firm to another, even within a country. Still, it is, extremely difficult to measure an intangible asset as subtle and hard to define as better management (Denrell, 2004), especially when, recent events have shown, stock market performance or accounting measures are of doubtful reliability. 5. HSBCs International Business Strategy HSBC, a growth oriented company from earliest days decided to launch concrete strategies to attain market leadership in all sectors operated in. Though the company was amongst the leading players in areas such as consumer finance, personal financial services, commercial and corporate banking, it also wanted to establish its presence in areas such as investment banking, mortgage, insurance and credit card business. To strengthen its product portfolio and geographical reach, HSBC embarked on an aggressive acquisition strategy. The focus was on areas where it was either weak or did not have a presence. Simultaneously, the company launched an aggressive branding exercise to complement its growth strategy. The geographical reach of the bank could be estimated by its presence in the form of the subsidiaries and franchises. It can be said that HSBC uses the multinational strategy since it operates in a range of markets. According to Prahalad and Doz (1987), the prime consideration here is t he extent of pressures for global integration and extent of pressures for local responsiveness. In addition, Schlie and Yip (2000:343) argue, the key in global strategy is to find the best balance between local adaptation and global standardisation. In order to achieve the benefits of globalisation, businesses need to recognise when industry conditions provide the opportunity to use global strategy levers (Yip, 1992). Authors Morrison and Roth, Rugman Verbeke (see Schlie Yip, 2000) maintain that Regional Strategies offer such an optimal balance. In order to analyse the globalisation drivers of HSBC, the Yip Framework drivers for internationalisation was adapted from Yip, 1992. According to Campbell (2002), Yip identified four drivers (See Appendix 2) which determines the nature and extent of globalisation in an industry. Table 2. Globalisation drivers of HSBC Market Globalisation Drivers Global customers Global distribution channels Presence in lead countries Common customer needs Cost Globalisation Drivers Global scale economies Difference in exchange rates High product development costs Rapid change in Technology Government Globalisation Drivers Common marketing regulations Government owned customers (Subsidies) Host government concerns (Policies) Competitive Globalisation Drivers Competitors globalised Competitors from different continents 6. Strategies and Performances of Principal competitors 6.1 Branding and Diversification Brand development creates an identity for businesses which creates a competitive edge depending on its effectiveness (Montoya, 2002). The groups chairman stated commitment to making HSBC one of the worlds leading brands for customer experience (HSBC, 2007). In 1998, the Group adopted the HSBC brand and the hexagon symbol as a unified brand in all the markets where it operated which emphasized its global reach. HSBC adopted taglines such as Your world of financial services in 1999 to enable customer awareness on the range of financial services available for each customer. HSBC ensures that its understanding of varied markets and cultures are integrated into its brand through the tagline The worlds local bank developed in 2002. Similarly its competitors, Barclays uses a branding strategy which promises to deliver value through financial expertise the fluent in finance strapline (Brand republic, 2004) and Lloyds TSB on the other hand, develops a global strategy through the development of a strong brand image by reducing local customization and selectively satisfying common customer demands across markets (Osono et al., 2008:28). Diversification Strategy is the launching of new, retail-focused services, Link with enabling competitive advantage (Hitt, et. al., 2006), Although HSBCs core brand is strong, customer recognition may have saturated, therefore integrating both fresh brands into subsidiaries in tandem enables its growth through Merger and acquisitions providing a competitive advantage, enabling HSBC to play a central role in two of Europes biggest-ever merger and acquisition deals i.e. Mittal Steels hostile bid for Frances Arcelor and German utility company Eons offering for Spanish rival Endesa (Digital look.com 2009). 6.2 Technology use and strategy Through advances in technology, HSBC presents customers with a broad spectrum of financial services including personal financial services and investment banking, amongst others, to create competitive advantage through strategic alignment (competitive potential) (Venkatraman et. al., 1993). Similarly, Barclays and Lloyds TSB use strategic alignment (Service level) to ensure the effective use of IT resources and be responsive to the growing and fast-changing demands of the end-user population (Cio.co.uk, 2010). 6.3 Performance Evaluation It is argued that positive relationships between marketing spend, market share and marketing activities have an incremental impact on market share however this does not apply to the big four banks (Digital look.com, 2009). The graph below demonstrates decline of share prices for RBS and Lloyds in the last two years. Both banks have lost between 75% and 85% of its values in comparison to the past 2 years. Fig2: Market Shares Trends of the Top Major Banks In summary, the results demonstrate varied results for UK banks in 2009. HSBC for example, report significant improvements whereas others such as Barclays and Lloyds TSB demonstrate decline due to the impact of the global financial crisis. In addition, according to Digital look.com (2009), HSBCs success attaining the top of investors is as a result of the following: Largest bank in the UK with a well-capitalised balance sheet. Solid defensive stock with a stable and resilient earnings track record. Well-placed to benefit from the continued economic growth in emerging markets. Currently trading on attractive valuations with a forward P/E of 11.6 times and a dividend yield of 3.4%. HSBC demonstrates a lack of focus and development with regards to investment banking which has prevented HSBC becoming a major player in investment banking. Focus and development is essential for performance improvement due to continuous sub-prime mortgage fallout and credit tightness influences on the retail banking sector (Digital look.com, 2009). The last three years demonstrate the emergence of HSBC as an investment banking brand. 7. CONCLUSION The findings indicate that HSBC dominates the banking industry with record profits, however the bank has reported increasing debts and this will not be helped by the current credit crisis in the US and the UK. As consumers become increasingly aware of the rising cost of living they are likely to shop around for the best interest rates and they are likely to find this on the internet with online mortgage and debt companies. Although the introduction of online banking has proved popular among HSBC customers, the company should ensure that extra security measures are in place that will guarantee maximum security of consumer data. As HSBC is a multinational company and therefore people trust the brand and confidence that their finances are being well maintained, there are development opportunities for the future in destinations, such as Afghanistan and Brazil. 8. RECOMMENDATIONS In order to rectify the shortcomings in its international strategy, the author of this report recommends that consideration be given to the following: HSBC should seek to identify optimal investment packages and strategies HSBC should expand its products and services to suit the various markets and the times. HSBC should focus on driving growth of brands and improving performance by ensuring that their strategies create value and growth. HSBC can stay ahead in competition by offering better services for its customers such as exceptional customer service, environmentally friendly policies including the HSBC Communities Policy which aids developing countries. BIBLIOGRAPHY Amel, D., Barnes, C., Panetta, F., Salleo, C. (2004). Consolidation and efficiency in the financial sector: A review of the international evidence, Journal of Banking and Finance, Vol. 28, No. 10, pp. 2493-2519. Anand J, Delios A. 2002. Absolute and relative resources as determinants of international acquisitions. Strategic Management Journal 23(2): 119-134. Barney JB. 1991. Firm resources and sustained competitive advantage. Journal of Management 17: 99-120 Baradwaj, B.G., Dubofsky, D., Fraser, D.R. (1992). Bidder Returns in Interstate and Intrastate Bank Acquisitions, Journal of Financial Services Research, Vol. 5, No. 3, pp. 261-73 Berger, A., DeYoung, R., Genay, H.Udell, G. (2000). Globalization of financial institutions: Evidence from cross-border banking performance, Brookings-Wharton Papers on Financial Service, Vol. 3 Brand Republic, 2004. [ONLINE]. Available at: http://www.brandrepublic.com/news/214994/sutherland-plays-wise-man-cynic-oldman-barclays/ [Accessed 4 April 2010]. Buckley PJ, Casson MC. 1976. The Future of the Multinational Enterprise. Macmillan: London, UK. Buckley PJ, Casson MC. 1998. Analyzing foreign market entry strategies: extending the internalization approach. Journal of International Business Studies 29: 539-562 Campbell, D., Stonehouse, G., Houston, B. 2002. Business strategy: an introduction CIO.CO.UK, 2010. HSBC: CIO 100. The UKs largest users of IT. [ONLINE]. Available at: http://www.cio.co.uk/cio100/hsbc/4141/ [Accessed 4 April 2010]. Demirgà ¼Ãƒ §-Kunt, A.,Huizinga, H. (1999). Determinants of Commercial Bank Interest Margins and Profitability: Some International Evide

Power of the Medical Monks Essay -- Sharp Pain, Machine Gun

Sharp pain. You look down and see a spreading patch of red. You know the end is near as you drop to the ground. Your rifle landing next to you. BANG! The men around you fire and advanced. This land has been at war with itself for a year. In the distance you see the gray uniforms of the Confederates. Next its all black. You awaken to see a lull in the fighting as two men pick you up on a litter and carry you to the waiting Carriage. While Napoleon’s personal surgeon Dominique-Jean Larrey, invented the â€Å"flying ambulance† the worlds first modern version of a ambulance service.(5) True battlefield medicine, and in correlation to this true EMS, did not begin until Dr. Letterman established the three tier battlefield medical system(1). This comprised of an aid station, the patient would then be transferred to a field hospital, and finally a regular hospital. This system revolutionary at the time of design(civil war) increased survival rates, and started to promptly provide medical care. (3) At the beginning and before the civil war there was little in the way of Sanitary practices. There was also little in the way of an actual Medical corp. The surgeon general at the time, Thomas Lawson no M.D., thought that sanitary practices were â€Å"unnecessary† at that his methods were â€Å"adequate and effective†. Lawson attained this position through seniority before being impeached through public opinion. Following his impeachment then allowed for the creation of the Sanitary Commission(early form of the Red Cross), as well as the implementation of Dr. Letterman’s three tiered approach. If it wasn’t for innovations like these our entire medical practice would be years behind what it is.(1) Rat-a-tat-tat, Rat-a-tat-tat. The sharp crack of machine ... ...imited than that of non-military M.D‘s or D.O.’s. Most military doctors are trained in multiple disciplines. The main reason for this is due to the instability of there responsibilities. A M.D. in the military can be treating mal-nourishment one minute, and rapid hemorrhaging the next. Combat Medics skill set hasn’t changed much; however, now there trained in some psychology. Military Medicine has a long and noble history filled with twists, and turns. Today practicing medicine in the military has allowed us to bring more men and woman home from combat; A standard that, while sadly exists, is welcome. Military health professionals prove a vital and necessary service, one that goes unsung. Today military medical professionals are warrior monks on the battlefield, they practice a peaceful art in a dangerous area. Saving the lives of everyone regardless of creed.

Drinking Alcohol Causes Sexual Assault Essay -- Expository Cause Effec

Drinking Alcohol Causes Sexual Assault There is a definite correlation between alcohol and sexual assault. A sexual assault can be defined as a sexual act occurring without verbal consent, or when force is used in a sexual encounter against the other person's will. Of all the men who admit to committing sexual assault, 55% report being under the influence of alcohol at the time, with 26% of the men being drunk (Stanford University, 1999). Of all the women who report being sexually assaulted, 53% of them report being under the influence of alcohol, with 21% of these women being drunk (Stanford University, 1999). These facts suggest that alcohol is a major factor in sexual assaults. Crimes such as these could be greatly reduced if alcohol was not in the picture. Unfortunately, there are many sexual assaults, or rapes, per year. According to the Affirmative Action Office at Iowa State University, there have been at least two reported rapes per weekend since classes have begun this year. Throughout the United States in 1996, there were 98,000 completed rapes, and 219,000 attempted rapes (Stanford University, 1999). Most of these assaults were upon women. In fact, women were ten times more likely than men to become victims of rape or sexual assault in 1996, a reality that still holds true (Stanford University, 1999). The number of sexual assaults upon men is so minor that statistics are rarely given. Alcohol plays a major factor in many sexual assault and rape cases. There are many reasons for why alcohol is such a clear component of sexual assault. The first reason that many assaults involve alcohol is that it has severe effects on the human body. The effects of alcohol on a man and woman are different. When a man co... ...xual assault, act responsibly around alcohol, or steer clear of it completely Works Cited Abbey, Antonia. "Acquaintance Rape and Alcohol Consumption on College Campuses." Journal of American College Health. Vol. 39, January 1991. http://www2.bitstream.net/~alpropes/resc/al Alcohol and Acquaintance Rape: Strategies to Protect Yourself and Each Other. The Higher Education Center for Alcohol and Other Drug Prevention Center. 1995. http://www.edc.org/hec. Alcohol Impairment Chart. The National Clearing house for Alcohol and Drug Information. Oct. 1998. http://www.health.org/pubs/qdocs/alcohol-bad-chrt.htm Rohypnol Facts- The "Date Rape Drug." Midland Police Service. 4 March 1999. http://www.police.midland.on.ca/rohypnol.html The Relationship Between Alcohol and Sexual Assault. Stanford University. 1999 http://www.stanford.edu/group/bbeam/alcohol

Written Rational of Negotiating with Learners

Written rational of negotiating with learners, understanding inclusive learning, how to integrate functional skills and how communication can be delivered to the learner Teaching is based on many different ideas which all come to gether to help create and deliver a session to a group of learners. It is important to understand how, communication, inclusive learning, functional skills and negotiating with learners can lead to effective learning.Planning teaching and sessions can enable all learners to have the same opportunities to learn equally and will help the teacher to achieve their learning objectives. Negotiating with learners Assessment should be used for teachers as well as learners Life long learning UK (2007) Assessment is a valuable tool for both Teachers and learners to assess how and whether learning has occurred, according to Scales (2008) The principle purpose of assessment is to help people to learn; it should not be about testing people to see at what point they will fail.It is a method of elevating learners to a higher level of learning Everett (2012) Initial assessment occurs at the beginning of the course or precourse to obtain information about the learner’s skills and knowlage to date. Formative assessment helps the teacher to see how learners are progressing before moving on to other topics. It includes the effectiveness of the teaching and learning-taking place. Summative assessment is carried out at the end of the module or the course to assess whether the learning objectives have been achieved this can be via an exam.Other Methods of assessment include the following, *Observation * Simulation * Project and assignment * Portfolio * Written questions (essays and short answers) * Verbal or oral questions * Professional * On going assessment * Questions and answers * Assignments * Debates and discussions Initial assessment should help agree goals between the learner and the teacher; it is god process to help ensure the learner feels supported and happy. Inclusive learningInclusive learning Is about recognising that each learner is if different and each learner will require different information or aids to help them learn, it is about understanding that no one learner should be excluded from any activities within any session. In terms of learning this is where the teacher can really empower their students. According to Petty (2009) Inclusion, diversity, entitlement, differentiation, ensuring equal opportunities and personalized learning require teachers to treat students as individuals.When planning sessions it is important that the teacher plans for inclusion, an effective way to do this is to make sure session plans are written beforehand and â€Å"includes methods that appeal to visual, auditory, and kinaesthetic learners† Wilson (2009) Sessions should follow a structured style, that includes a introduction, middle and end, it should also include lots of interaction between the teacher and the class, b ut also make sure there are lots of things to do such as quizzes, visuals (PowerPoint) and games.The teacher should also analyze the class as it progresses to make any needed changes but also make an effort to make sure everyone in the class feel included. â€Å"Support your less able learners and stretch the imagination of the gifted ones† Wilson (2009)The Use of different resources to help each learner get the most from the session is important, aim to be creative with your learners, if there is a lot of talking in a planned session create hand outs to aid visual learners to help them follow, a great way to invite kinaesthic learners to learn is to give them hand outs and ask them to fill in blank words as they go though the session, by making sure the session is varied and has lots to do ensures that the needs of VAK are being met.Great resource openers, fillers and closers include word searches, quizzes, and crosswords can be given to those learners who are quick to finis h or for those who need an alternative exercise. Communication Communication is a means of passing on information from one person to another; it can be verbal, non-verbal or written Gravells (2008) Communication is generally in one of three ways; 1. Written – this can be long hand, short hand, text, images 2. Verbal – spoken, direct face-to-face or indirect on the telephone 3.Non-verbal, also know as body language – dress, facial expression, Proximity, and touch. In any communication exchange, the teacher should ensure that what has been offered has been understood. Pausing to summarize the things that have been spoken and heard can do this, and by asking questions to get feedback from learners to make sure they have understood and comprehended the topic. The key with any communication understands the message, which is being conveyed which can be done via questions and answer sessions, quizzes, questionnaires, feedback sessions.For communication to be effective the teacher needs to understand the intrinsic barriers to effective communication these can include the following: * Jargon and specialist terminology – write specialist words or info On the board so learners understand * Level of language depends on age of the learner be mindful when Developing hand outs so learners understand * Language and accent- speak clearly and slowly * Noise background noise can be distracting, fans, computers outside Noise * Listening and writing some people can not write and listen at the Same time, time should be given for note taking Talking and listening- speed, timing and allow for thinking time Integrating functional skills Functional skills are an initiative that was devised by the government to standardize qualifications in English, maths, and ICT. Functional skills are also known, †¢ Basic skills †¢ Common skills †¢ Key skills †¢ Core skills However they are now known as functional skills and these refer to the mastery of English (lit and language), maths (numeracy) ICT (info technology) These are the skills that underpin all learning and without them learners will struggle to meet the needs and demands of their chosen qualification, work and life skills.Government 14-19 education and skills white paper employers have identified functional skills as vital skills to learning, and functional skills can be taught in any class setting. English/ Literacy – spelling competitions – Discussions – Presentations Maths – – real life skills – Calculations – Interpreting and presenting results ICT – finding and selecting information – Entering and developing information.Embedding functional skills means that English, maths and ICT are delivered within any session in a clear concise way with out the learner realising it is being taught. â€Å" Integrating functional skills into your teaching means that you will set activities which meet the literacy, or numeracy standards; they may or may not be in context. By incorporating functional skills into every activity they will become embedded† Wilson (2009) Integrating functional skills is essential for helping learners to achieve and succeed in the future.Learning should engage, motivate and enthuse each learner on an individual basis, this means the learners individual needs should be considered and language, literacy, and numeracy skill levels should be considered, teachers should make sure each learner is taught in a way that they feel engaged, respected, safe, secure, and valued. Teachers should seek to use communication strategies that are within the learner’s range of understanding to motivate them.Wilson (2009) suggests that teaching and learning strategies should vary according to how the teacher will engage and support the learners within the time allowed, by using a range of learning methods, materials and resources each learner will feel included and supporte d with in the learning environment. Reference page Life long leaning UK (1997) Inclusive learning approaches for literacy, language, numeracy and ICT Scales. P. (2008) life long learning sector. Wilson. L. (2009) Practical teaching, a guide to PTLLS and DTLLS,

Review and Evaluate Strategies in Health and Social Care Environments to Overcome Barriers to Effective Communication and Interpersonal Interactions

There are a lot of useful strategies within a health and social care environment for example a hearing aid would be very useful as a deaf person would be able to hear people talking to them as it picks up and increases the volume of an individual’s voice so the deaf person would hear them clearly but also it has disadvantages as if the hearing aid battery was not working it would be no use to them as they would not hear anything or only hear tiny bits of conversations, also hearing aids amplify background noise and if the background noise was very loud it could put the person in a great deal of pain as everything is 10 times louder to them.Mobile phones have a lot of advantages such as the service user can get in touch with medical professionals if they need to and get advice quickly without them having to travel to the doctors but also it is a disadvantage as not a lot of service users would know how to use mobile phones as they are advanced. Also if a service user was trying to use a mobile phone but failing to it could also make them stressed this could lead to other health problems on top of the ones that they may already have.Hearing loops are a advantage in health and social care as it helps deaf people hear sounds more clearly and also cuts out any background noise so the deaf person could hear what anyone is saying and understand it very clearly, the disadvantages of having a hearing loop is that they can pick up interference from other magnetic fields this may confuse the person who is wearing the hearing loop and also could put them in some discomfort as they are picking up more sounds than they should. In some situations a loop may not be secure, other hearing aid wearers can listen in this could make the deaf person feel as if everyone is listening to what he is saying or listening to and could make the deaf person feel very uncomfortable.Interpreters are a great advantage in health and social care as they can communicate a conversation, whet her it be signed or spoken to someone in a different language that they may understand. A disadvantage of an interpreter may be that they don’t only have to interpret the words and signs but also have to find a way of expressing a meaning if this is not done correctly then the service user may not understand and misunderstand what they are being told and make it into something much worse than they are  actually being told.A translator is really useful in health and social care as they change recorded information such as a written word into another language this would be good for someone who is deaf that cannot hear a interpreter so the translator would write it down for them instead, the disadvantage of a translator is that they also have to convey the meaning as well as the word so if the translator is unsure of the meaning it could then confuse the service user and also because they have to write it down if their hand writing is not clear enough the service user may mista ken it for another word.A signer is a good way of helping the deaf community in health and social care as a signer is a person who uses a signed language to communicate with deaf people this is very useful as the service provide e.g. doctor is not likely to have learned signed language but if a signer came in he could communicate with the deaf individual through the signer it is also a lot easier than lip reading as lip reading may not always be understood. The disadvantages of a signer would be that the signer would have to make every hand movement as clear as possible so that the service user understand 100% what they are being told also the signer would have to use a language appropriate to the service user and not use any words they may not understand such a jargon and slang.

How to End a Relationship? Essay

What is love? They say love is a heterogeneous conglomeration of absurdity calculated to bamboozle the anatomy of the individual who becomes intoxicated with its abominable and irresistible power. Love is a feeling you feel when you feel that you are going to get a feeling that you never felt before. Many people engage in relationships and invest emotionally because of â€Å"love†. But then again, in some cases we just hear that a known couple end up breaking up. Reasons why? That is the number question that immediately enters into the people’s mind whenever they hear break up stories.    These people mistook infatuation for love. They intertwined these two words â€Å"infatuation† and â€Å"love†. These two are totally different! Infatuation is ruled by feelings but love’s feelings are ruled by principle. In the field of infatuation, the feelings are in charge. But the problem is that our feelings are fickle. They change easily. Today you feel great, so you kiss her. Tomorrow you feel terrible, so you kick her. That is not love! Infatuation is blind, but love sees and examines. Infatuation is in a hurry, but love takes time. Infatuation is obsessed with externals, but love is concerned with internals. Infatuation is a human ditch, but love is a divine ladder and lastly, Infatuation is childish but love is mature. These are the things that sometimes a normal being struggles especially when at the middle of his/her relationship he/she founds out that he/she does not really love him/her at all. So sad isn’t it? And even to the extent that they don’t know how to break lose of that relationship.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   People often question how? How can I tell her/him it is already over? I am afraid to hurt her, I am afraid that he/she might not be able to accept it. Common clichà ©s and excuses we hear everyday from those individuals who aren’t happy with their lover anymore. What one needs to do is talk with his/he partner. Communication is the most important thing to prevent further damages especially in the emotional aspect of the person. Tell him/her everything you feel, everything that is inside of your heart. Never hide it or wear mask. It will just keep him/her on expecting that everything is still going fine and good. Set a time, a time when both of you are at peace, emotionally and spiritually. Talk with her in a place that is private, a place free from communication barriers. Communicating our own true feelings is not easy, and does not come naturally so one has to be really prepared. It is a skill that needs to be learned with patience and perseverance. But we communicate meaningfully only when we take the risk of revealing our inner selves, our inner feelings and sharing our real feelings.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Do not directly jump into break up even at the beginning of the conversation. First, explain to her that for all the years or time you have been with her was amazing, that you treasured it most. You cherished the memories you shared together. You are happy to see her that very moment. Never throw words that will only keep him/her hanging and expecting that is if you still have a plan of getting back into her in the future. But the very proper is say words that are pointblank. Words that are not hurtful, words that says your feelings but does not leave a scar, although it is just normal to be hurt after each breakups. Tell her that there are just things that are uncontrollable, events that are inevitable. Say that you do not want that your relationship will just cause you to hurt someone if you keep on continuing it well in fact you are no longer happy. You just cannot force yourself to continue something that is out of your will. You are not longer happy with what is going on with your relationship or maybe you still have some things to do, to achieve and to fulfill. After saying these things, let him/ he understand fully you stand. Do not end your conversation without letting her comprehend and see things in the aspect that does not give a negative impression about himself/ herself. Keep the friendship. Even if you are not couples or lovers already, make a decision to keep the friendship alive between the two of you. May be you two are not just meant to be lovers but just friends. Let you friendship stay and never let it be destroyed by anything. Never leave the place until you patch things up, yes it is impossible to just easily patch things up after a break up but just have a try, no one dies if he/she tries right?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Break up is not an easy experience especially when you are really in love with the person. But what can you do when your partner is not already happy, satisfied or contented? Nothing! You can never force someone to stay and to love you forever. Let us remember that there are those people who are just really meant to be our friends while there is only one who God destined for us, to be our lifetime partner.

Best Friend Comparison

Many people have two best friends that are similar and different in many ways. These similarities are usually in age, attitude, and interests; on the other hand, some of the differences between these two friends can include height, beliefs, goals, ethnicities, cultures, and much more. Some people may not find any similarities or differences in their best friends, and others may find many similarities and differences in their friends.However, I find three distinct similarities and three differences within these similarities between my two best friends Daniella and Ashley, which allows me to see that despite these similarities and differences, they are still my best friends. Both Daniella and Ashley have boyfriends, but both boys are treated differently. Daniella and Ashley both live with their mom, but one house is cleaner then the other. Finally, Daniella and Ashley are both very smart, but one applies this smartness more then the other.My two best friends, Daniella and Ashley have b oyfriend. They both have been in their relationships for about 3 years, and they both met their boyfriends in freshman year of high school. Despite the similarity of both having boyfriends for the same amount of time, they treat their boyfriends differently. Daniella treats every moment with her boyfriend as if it were their last moment together. For example, every weekend, she picks her boyfriend up for a date. On the other hand, Ashley takes her boyfriend for granted.For instance, every other weekend, Ashley's boyfriend will pay for dinner and they never go on any dates. Both of my friends have boy friends, but Daniella treats her boyfriend with more respect than Ashley. In addition, Daniella and Ashley live with both their mom in a house. Daniella and Ashley both live in the same neighborhood as me. However, Daniella keeps her house immaculate. Her house is always clean and everything is in order. For example, her carpets always look brand new. Her bathroom is spotless, and her k itchen has everything organized, with the dishes always put away.Ashley's house looks like a tornado ran through it. Ashley's house is always a disaster. For instance, Ashley always has clothes all over the place and shoes everywhere. Her bathroom is completely disgusting. Her kitchen has filthy dishes all over the place and food on the floor. Her place also smells, unlike Daniella's house. Both of my friends live with both their mom in a house, but Daniella clearly knows how to maintain her home, while Ashley either does not care or does not know how to keep a clean home.Finally, both of my best friends, Daniella and Ashley, are extremely smart. Both of them speak very well and read lots of books daily. Daniella and Ashley usually get through the same book in the same amount of time, which is a 200-300 page book every four to five days. Both of my friends know how to discuss the text and analyze it. However, Daniella applies this talent to her schooling and future goal of becoming an Athletic Director, while Ashley does not apply herself at all. Daniella goes to all her classes and passes them with straight A's and B's.On the other hand, Ashley still, after many years, goes to school, but usually has to repeat her courses because she does not go to class regularly, and she is lazy to do the work. If Ashley did apply himself, I believe she would be the same to Daniella and also doing well in school. Either way, both are smart, but one applies herself, while the other does not. In conclusion, my two best friends Daniella and Ashley share many similarities, but within these similarities, they are both different.Both Daniella and Ashley have boyfriends, live with their mom in a house, and they both are very smart. However, Daniella treats her boyfriend with respect and takes him on dates every weekend, while Ashley never checks in with her boyfriend or buys him gifts or go on dates. Daniella's house is very clean and has everything in order. Her dishes are always clean, and her carpets are spotless, while Ashley's house is disgusting. Her bathroom is filthy, and her dishes are always dirty.Ashley also always has clothes all over her floor as well as shoes throwed everywhere. Finally, Daniella and Ashley are very smart and read a lot, but Daniella applies her smartness to school and future, while Ashley fails to discipline herself to move on with school. Either way, my two best friends may have similarities that differ in many and various ways, but one similarity that has no differences is that they are my best friends, and I care about them equally.