The Chevrolet Case Study In India Marketing Essay

The Chevrolet Case Study In India Marketing Essay Introduction: Marketing is an integrated interactive methodology of planning, processing and practising the entire chain of advertising, awareness, pricing, promotion, distribution and selling of any product or services serving the individual and organizational objectives of client satisfaction and profit maximization. Web or online marketing is the phenomenon of establishing and perpetuating consumer relationships through internet branding, awareness building and selling in order to encourage and expedite exchange of merchandisable views, commodities and services for mutual advantage. [Source: Imber, Jane and Betsy-Ann Toffler. 2000. Dictionary of Marketing Terms. 3rd ed. Barrons Business Dictionaries] To implement a successful marketing case study it is necessary to winnow all information to strategize and integrate the various marketing management steps taken to derive the solution as enlisted below: a background and introduction to acquaint with the marketing prospects circumstantial scrutiny about the product marketed or service rendered elaborative analysis of the marketing action plans adapted absolute affirmations to substantiate the case study and information [Clemes, Michael D. (2002) p.35] The marketing case study illustrated here is the first hand experience of the writer while working in middle management team of Chevrolet group of General Motors in India successfully strategizing the brand even through web marketing in midst of the companys uncertainties and global recession. Background and the Chevrolet Case Study in India: The global economic recession and probable bankruptcy of General Motors urged the US Government to formulate the Bail out Policy by the White House under the able and diplomatic administration of the United States President Mr. Barack Obama thus reinstating the companys progress and popularity and saving it from the present recession which has affected its other competitors hugely. This case study accounts the direct experience while actively working in India amongst the aggressive marketing team of GMs Chevrolet pioneering marketing and web marketing strategies to attain market leadership through ingenious brand awareness intelligently programmed in line with the vision and values thus steering them successfully in face of global economic melt down. General Motors considered as the colossus of American capitalism has become synonymous with the American lifestyle showering warmth of living in opulence. Moreover, the recent plans and strategies of General Motors to revive the company concentrates focus on their four brands, namely, Chevrolet, Cadillac, Buick and GMC. GM vis-Ã  -vis Chevrolet champions itself as a prestige brand targeting the affluent and aspiring community to position them amongst the renowned stature. Chevrolet additionally advocates brand image for the common corporate class familiarizing them with the brand which is well-acclaimed by the rich and the famous. Hence Chevrolet curves a class of its own synonymous with the prestige and the power of position. With the current fast forward lifestyles and the growing trend to attain social visibility especially in the emerging markets like India consumers generally cannot escape the incessant attraction of gaining conspicuous prominence in the community by possessin g prestige and luxury commodities like classy cars. Conspicuous Consumption depicts the consumers intention to exhibit prominence in affording luxury goods to attain social visibility (Piron, 2000, p.309). Displaying abundance, people who enjoys Conspicuous Consumption aims to achieve greater social distinction amongst the common (Wang and Chen, 2004). Conspicuous consumption in India is no longer confined to rich class merely, with easy communication finance accessibility at any point of time this affluence is desired amongst all income groups even the economically backward working class. In India the advertising, campaigning techniques adopted by General Motors are product-based group-targeted aiming at dynamic-branding strategies aiming at the flourishing corporate class branding especially through online audio visual marketing. The free test drive campaigns and extravagant road shows especially organized in India by Chevrolet at principle prospective points with propaganda of least maintenance cost for three years have instantaneously increased sales and immensely strengthened their market share. Niche luxury car section of Chevrolet also aims at targeting high and medium income groups in India through practising a more specialized privately customized publicity strategy through email or internet Invitation Only Marketing. Overall Chevrolets strategy in appealing the Common Working Man or locally termed as Aam Admi from diversified classes of income groups in India has proven to be so effective that Chevrolet has seen a sales boom in India even in the face of globa l recession, at the same time Chevrolet Spark and the Aveo U-VA have bagged the prestigious J.D. Power Asia-Pacific awards in addition to many other accolades in its bouquet. Chevrolet in India amidst the economic meltdown has proven to be the market leader through formulating innovative, decisive brand awareness aiming to glorify and transform lives of their loyal enthusiastic followers and prospects. In India, Chevrolet through its enterprising marketing, branding masterminding has conquered billions of loyal and prospective consumers paving enlightened path for flourishing historically important path-breaking strategies. Analysis of Internal and External Issues: The consumers behaviour can be broadly studied under cognitive, affective and normative determinants depending on the approach, preference, prejudice, perception and conspicuous consumption of the existent community. The purchasing graph in automobile industry is always an exception. Though the car prices are in decreasing mode in accordance to Indias vision for her citizens to own at least one car per person, yet the possession of car in emerging countries like India is still a luxury capital purchase. All the above affecting consumer behaviours vary with time due to financial condition, age, gender, educational background and lifestyle which induce two reactions, namely, the rational attitude and the experienced outlook. While purchasing luxury goods like cars in India, consumer acquires in-depth knowledge of the market and the company offerings rationally analysing and evaluating all information. According to Kotler, Armstrong, Saunders and Wong (1999), in addition to the cultural phenomenon, there are social, personal and psychological aspects which govern the purchasing power of the people. Across India, the globalization has ushered in an open door market and economic boom leading to easily accessible information, technological advancements, communication systems, international social networks these global trends enormously influence both the markets and the consumers (Borg, 1996). Following the Maslows Hierarchy of Needs, to analyse and evolve the human psychological factors configuring and constituting their needs and motivations the determinants are categorized into five classifications in a pyramid such as the lowest level shows physiological demand to appease basic hunger and thirst, the second level arouses an individual to look for safety and security, the third level pacifies an individuals desire for social belonging, the fourth level influences the person to q uench his esteem to attain social status and finally the fifth level inspires to achieve self-actualization accomplishing ones ultimate potential and independence. In developing countries like India significant determinants exist for the increasing demands of high involvement products like automobiles. India being the second most populated country has emerged as one of the most preferred nations by foreign multinational investors in automobile sector like Chevrolet of General Motors- mostly attracted due to the huge demand naturally created by Indias growing population through the extensive expanse of qualitative talent and competitive labour pool available. Principal credit of publicizing and popularizing of Chevrolets vast Indian expansion is contributed by the creatively sophisticated advertising market especially the web advertising and marketing strategies which has not only inspired its very own Indian population but also attracted the audience worldwide. The secret formula be hind Chevrolets marketing success in India dwells upon communication and the extent to which a consumer recognizes and recalls a brand. In this context it is appropriate to quote Aaker (1991, p 63), A name is like a special file folder in the mind which can be filled with name-related facts and feelings. Without such a file readily accessible in memory, the facts and feelings become misfiled, and cannot be readily accessed when needed. Accordingly it depends on the Levels of Awareness as illustrated below: (Source: Aaker; 1991, p 62) Unaware of Brand->Brand Recognition->Brand Recall->Top of Mind A direct extraction from the Summer Internship Report on Role of Advertising in Brand Communication through Television Media submitted by Sumantra Ray (A0102207185) of Amity University Uttar Pradesh the following useful information can be considered: The above graph shows the number of people who have given the corresponding ranks to the mediums according to the time devoted. The total is calculated by adding up the product of the number of people and corresponding ranks. [Example for television: it is (1X35) + (2X30) + (3X26) + (4X9) =209] The medium getting the lowest score is one getting the highest average rank. Hence the ranks are: 1- Television, 2 internet, 3 radio, 4- print. Next probing deep into the impact of the electronic media rising amongst which is the internet advertising and its influence on auto-sales in India, the following extracted international statistics can be cited and then Indian variables be derived with present research data as explained below: [The above tabular graphical data directly extracted from the source Ong, Jessica (April 21st, 2009) Archive for Advertising Effectiveness, Big Domain or Big Homepage? Homepage Visitors at the Top Publisher Sites [online] (Cited 4 February 2010) Available from: http://blog.compete.com/topics/advertising-effectiveness/page/2/] [The above pie-chart graphical data directly extracted from the source Coad, Chris(March 3rd, 2009 ) Hyundai (pronounced like Sunday) Accelerates into 2009, [online] (Cited 4 February 2010) Available from: http://blog.compete.com/2009/03/03/hyundai-assurance-sales-increase/ ] In India as per the scrutiny conducted the internet is generally browsed by the younger generation and the corporate class, and it is also seen that while purchasing a brand new first hand car people most often do visit websites and collect feedbacks or news updates from the internet in addition to the conventional method verbal consultation with friends and relatives. But in the current scenario with the rewarding publicity awareness created in India by the social networking sites like Facebook, Twitter, etc even amongst the oldest generations, political leaders, celebrities, public figures that the common mass in India are transforming more or less as net savvy and net dependent while finalizing on the high involvement purchase and the older generations, conservative classes or house-wives as well are now consulting the internet rather than discuss out with friends and relatives. Thus for the internet users advertisements do play a central conclusive role in aiding them to take the ir decisions. The creative agencies in India are not only involved in advertising in the conventional methods they are always inventive in venturing into innovative vistas like arranging for symposium, conferences or just meeting points to interact the advertisers with the prospective consumers and spread the global views for a promising prospective and prosperous future. Search engine Optimization, Pay per click, Invitation Only Marketing and Exclusivity advertising strategies are all implemented to establish as a successful brand intelligently utilizing the web marketing effectively. The advertisements of automobile sectors in this passing phase of global economic recession are also targeted to reinstate and reinforce the renewed presence of the auto brands and proclaim the word of assurances for their stable support and thus honouring their brand loyalties with perpetual guaranteed services. This is evident in the extracted instance of press release of a credibility reassurance c ampaign related to the General Motorss US Bankruptcy case in which GMs President and Managing Director (India) Mr. Carl Sym is featured as rightfully justified: Piyush Rathi, business director, Quasar Media, the digital agency which has conceptualised the campaign, tells afaqs!, It is an assurance-building campaign, aimed at informing consumers that India and the US are two separate operations of GM. And the Indian arm is debt-free and self- sufficient and consumers will continue to get after-sales services. [Kapil Ohri (June 03, 2009) Digital reassurance by GM India, New Delhi, http://digital.afaqs.com/perl/digital/news/story.html?sid=24156] This induced the big honchos in the auto industry like Chevrolet to invest in the enormously prospective emerging market of India as evidenced in the Chevrolet Aveo U-VAs Bada Dil. Badi Car ad of Bollywood star Saif Ali Khan depicting through online advertisements and electronic campaigns the friendly responsible Indian common man popularized as Aam Admi which at once wins the hearts of millions of Indians. (http://www.prdomain.com/companies/G/GeneralMotors/newsreleases/20066733214.htm) Broadly there are four interdependent perspectives to collectively contribute towards giving the product its brand essence, namely, product, people-organization, product-personality and signature-symbol all the factors together have proven to be a revolutionary hit even in the case of web marketing for the Chevrolet brand in India. Web Marketing Action Plans Behind the Success Story: The Web Marketing Strategy implemented in this case is illustrated below: FRAME MARKET OPPORTUNITY FORMULATE MARKET STRATEGY DESIGN CUSTOMER EXPERIENCE CRAFT CUSTOMER INTERFACE DESIGN MARKETING PROGRAM LEVERAGE CUSTOMER INFORMATION THROUGH TECHNOLOGY EVALUATE The Web Activities of Consumers are enlisted below (Source: Advertising Age, Digital Marketing Fact Book 2007): Activity Internet Users Used e-mail 70.5% Got Latest News 40.2 Made Purchase, Personal 34.2 Paid Bills 30.7 Used Instant Messenger 26.8 Got Financial Info 24.8 Got Sports News/Info 23.8 Played Games 22.4 Made Travel Plans 19.8 Got Medical Info 17.4 Download Music 15.7 Visit TV Website 14.1 Tracked Investments 13.2 Got Real Estate Info 12.3 Looked For Job 12.1 Watched Video 11.4 Listened Radio 10.9 Made Purchase, Business 10.7 Got Info for Car Buy 10 Visit Blogs 6.7 In marketing of high involvement purchase like cars in India, informative web advertisements through public sharing of the sensational package, affordable prices, vehicular features, outstanding mileage, spare-parts accessibility, world-class presence are proven to be the focus of attraction in communication strategies as successfully illustrated by Chevrolet in its powerful persuasion of forceful advertisements as evidenced in Saif Ali Khan playing the brand ambassador. In India, with rising fuel costs and thinking green becoming buzz words amongst people; Chevrolet of General Motors has progressed immensely with innovations exclusive in fuel efficient and environmental-friendly cars of world standard. The Brand Awareness strategies of Chevrolet are a grand success on adopting the following steps as advocated by Aaker (1991): Be different, Memorable: To differentiate amidst the competitive market, Chevrolet manifests outstanding, sensational, attention-pulling successful web campaigns and e-ads to attract the exclusive consumer community. Classy, hyped ramp walks during new series launch with cocktail celebrations in grand presence of dignitaries and celebrities are added crowd-pulling sensations practised universally in India by the automobile giant brand Chevrolet which are all posted in the websites and internet advertisements to attract buyers. Involve a slogan or jingle: To augment the effect of visual practical impact of the brand, the witty attractive slogan in Chevrolet ads has achieved unimaginable popularity since the most successful innovative pioneering one-liner captivates a million hearts as in Bada Dil. Badi Car meaning Big Heart. Big Car. Symbol Exposure: Popularizing of Chevrolets unique attractive golden cross symbol has further magnetized the consumers and pulled the brand from its grass root level to the current acclaimed glory the symbol sometimes be seen as ads at different news, informative and sports websites. Publicity: In this era of fast, speedy communications Chevrolets prime achievement in India dwells in advertising, especially in electronic and internet media, which are timely organized and strategized thus capturing millions and billions of consumers at a time. Event Sponsorship: The free test drive campaigns, extravagant road shows organized by Chevrolet in India at principle prospective points with propaganda of least maintenance cost for three years to attract the targeted mass of consumers have been highly successful in establishing the dominant effect of the brand values and ideology thus creating a recognition augmentation phenomenon which are widely advertised throughout the web. Consider brand extensions: Chevrolet is renowned in India to popularize its brand assets in trademark symbol to identify in a faster, broader horizon worldwide utilizing the internet since human memory recalls small symbolic visuals instantly and familiarize it with daily lifestyle. Using cues: The close to heart marketing package of Chevrolet in India targeting the youth, active working class, fashionable, classy yet loving and caring community is the supreme determinant, the first interaction or synergy point with the consumer. As the saying goes, The first impression is the last impression, hence during launch of the first brand communication through innovative emails and web campaigns, utmost consideration is inculcated for the brand appearance to be attractive and pervading the right message. Recall requires repetition: Chevrolet in India adopted continued marketing strategies to achieve the supreme recall senses in the minds of the consumers through repeated transmission via emails and e-advertisements or reminders through innovative style such as online sponsorships, events, competitions, rewards etc., to create an imagery of the brand in the subconscious mind of target consumers. To accomplish a top of mind recall, Chevrolet has implemented immense endeavour to be recapitulated, reiterated time and again to impact permanently in consumer minds to the extent that the brand loyalty inspires consumer to forgo his own desires in interest of the brand. The recall bonus: Reminders through regular e-promotions, publicities have created a strong fortification for the Chevrolet brand in India to take over its other competitors, to attain the vertex in market share through intelligent masterminding, hosts of hallmarks and repetitive net broadcasts with consequent online market surveys and positive promotions fetching an added bonus and dividend in the long run. Chevrolet in India goes to such great extent to embolden and energize their existing as well as prospective customers by treating them with emails, e-greetings, e-cards, gifts and flowers at very special moments of life such as birthdays, weddings, marriage anniversaries, and all the delightful events that make the occasion ever more memorable. This makes Chevrolet truly global, distinctive and exceptional. Thus the international brand Chevrolet implements dynamic online strategies to inspire brand loyalties amongst their diversified classes of consumers with varied preferences in India. Strategizing brand equity of Chevrolet in India has proven to be an indispensable factor to gauge market dominance, and consumer appreciation and loyalty equating with the charisma and values the brand endorses. According to Aaker (1992, p 17) brand equity can be measured under five dimensions, namely, Brand Loyalty, Brand Cognizance, Brand Quality, Brand Association and Brand Assets. India being an emerging nation, its people aspires and is influenced by the prosperous epitome of capitalism exhibited by the United States of America. General Motors is esteemed to be the titan brand upholding all the values and virtues of American capitalism and experiencing changeover under the visionary leadership of the dynamic and charismatic US President Mr. Barack Obama to revitalize, reincarnate and reinstate it to its hallowed glory. This perceived quality creates a halo effect to strengthen life-time association of the consumer with the brand despite its premium pricing thus spreading the goodwill for the brand through word of mouth advocacy, enhancing the brand equity, hence adding to cash flow appreciation and increased revenue generation of the company in India. Further, since they are exclusive in nature, their marketing and advertising also needs to be unique and limited to a few of the affluent and exclusivity conscious segment. This demands that the marketing and advertising events be planned and executed minutely to maintain an aura of exclusivity which is achieved through Invitation Only Marketing strategies adopted by Chevrolet for its prospective customers. In other words, it can be seen as the highest level of service offered to make the customer feel the differentiation in products as well as service. Hence, it requires a strategic plan for the marketing event to be a success which evolves a concept where consumers are indulged to think of a product as being in scarcity due to the high demand and hence inspires them to desire to own the product. This brand alliance inspires amongst closely networked online consumers to invest in an authenticated quality and name, and also motivates them to share information amongst their close associates which not only elevates the value but also curtails expenditure on additional advertisements and publicity campaigns. Web Marketing Activities and Life Cycle: Firms have realized the importance of the right tools for promoting their events and their products to the niche segment and note that it has to be subtle. Bohdanowicz and Clamp (1994) note that for the upcoming niche industry, the efficiency both the short-term and long-term marketing plans increases with the use of Information Technology and without it marketing becomes product-cantered (pp 151,152). Since any established brands as well as luxury items, relies on customer loyalty which in turn depends on referrals and invitation-only concept, inefficiency in using Information Technology can hamper the efforts of marketing. TRAFFIC BROWSERS PROSPECTIVE CONSUMERS BUYERS LOYAL CONSUMERS KEY IDENTIFIERS IN WEB MARKETING: WEBSITE DESIGN SEARCH ENGINE OPTIMIZATION SOCIAL MEDIA MARKETING PAY PER CLICK ADVERTISING EMAIL MARKETING MOBILE ACCESS TARGET SLOPE Here, it is to be noted that although the two kinds of customer base in the industry form the major segment, the small percent of networking activists can be considered to promote the products at a faster rate by the use of Information Technology and further, this small but important customer base called Initiators have the potential to trigger sales as they are found to be more active users of Information Technology along with being the patrons for a number of exclusive products (Hardie, n.d.). Also, this segment, as they are called initiators, is true to the name and can be tapped and relied on to initiate the further sales and also attracts a more loyal customer base. Here, it should be noted that a closely networked customer base can be easy to reach and sustain than attracting a non-communicating customer base. However, it is to be noted that there is the risk of losing out on competition should the service disappoint the closely knit group. This would mean losing out on a large mass at one time. Hence, there needs to be a continuous effort to market web branding of products to the niche segment. With the exclusive products marketed to the niche segment, the pricing is also kept high and although this is limited to a small segment, is growing due to the increasing number of brand conscious segment with their increasing incomes and identity needs. This also requires innovative ways of marketing to all prospective segments which necessitates the cause for an exclusivity which in turn is accentuated by the trend of by-invitation-only marketing strategy. It is also observed that there is an online presence for these companies and the exclusive customers for the exclusive products usually are invited or more often seek to be invited to special and exclusive marketing events for these brands. Further, it is noted that social networking has added to the success of this by-invitation-only marketing concept. It is seen that Gmail is the first one to experiment online marketing for some of its VIP customers (Cornes, 2007). Source: Advertising Age, Digital Marketing Fact Book 2007, eMarketer Feb. 07 projections against IAB/PriceWaterhouseCoopers data for which the last fully measured year was 2005. [Directly extracted from: Akehurst, G. E-Marketing Planning and Strategies [online] Viewed 04 February 2010 Available from: ] [Directly extracted from: Akehurst, G. E-Marketing Planning and Strategies [online] Viewed 04 February 2010 Available from: ] In web marketing due to its global presence since price cannot be a constraint in marketing these goods, it can be seen as a way to introduce new products based on the feedback from the customers. This is also a good way to keep in business and evolve. Special online advertisements of events such as fashion weeks, charity shows, are also a trend among the affluent. Further, it is observed that companies use the services of a third-party advertising agent or Public Relations (PR) agent to manage also, a Push-Pull strategy is being adopted for marketing of luxury goods (Hines Bruce, 2007, p 146). However, with the use of Information Technology, the World Wide Web (WWW) and the intranet have enabled a pull process to the distribution of data as opposed to the push process (Yeoman, Robertson, 2004, p 99). Another marketing strategy for luxury goods is sample sales which are also by invitation only. As Sherman observes, the Web is an important tool for such marketing and there are a numb er of online channels that arrange invitation only sales where often the membership is free and customers can request to be invited (2008). Thus through web marketing the prime focal points are the aspects of offering exclusive products, enhanced customer service, mix of marketing strategies both intensive and extensive online presence, use of efficient tools for communication and push-pull strategies, organized monitoring and feedback system amongst others. Pay Per Click Advertising Campaign: Pay per click is an intelligently engineered advertising tool where web-hosts are sponsored by the advertisers every time the web-visitors click on the advertisements thus promoted mostly by the search engine overtures, as in the case of Googles AdWords Select, AOL Search and many more. It is sometimes seemingly advantageous than the SEO campaigns due to its operational simplicity since also the websites need not be customized without any specialized expertise and much faster in use. However the disadvantages are evident in generalization of positioning and hence lowering of existent importance, sometimes rampant competition can make the entire affair highly expensive and further if not effectively identified the visitor worth the entire process can also pose as utter loss. To accentuate this campaign it is imperative to evaluate visitor worth on dividing the profit by the visitor numbers for the specified time period. Further selection of appropriate key phrases, relevant and useful descriptions, and finally regular insight and monitoring is absolutely essential in such cases. The best advantage of PPC is that it can reach enormous amount of targeted visitors in little time. Conclusion and Managerial Recommendations: The web marketing lifecycle thus conclusively commences with creating an online profile of the organization globally advertised through a skilfully and strategically designed website. Then marketing strategies are farmed, formulated and focused in order to build an online campaign with the help of search engine optimization such that the most popular keywords are identified to impart frequent visibility of the website and hence the organization to any online users. Then branding and further marketing is pursued through varied social media networks and pay per click activities further popularizes the vision and mission of the organization through frequent web users who exchange information, ideas, news and views through the net. Email marketing and web-to-mobile connectivity can further commercialize the entire process and impart it as an exclusive affair thus enhancing the return on investment on a steady growth. Further to sustain this productivity one must have a customized report formulation, regular identification of the best sales leads, evaluation testing and tweaking of the most popular pages, positive transformation of prospective customers, sustenance and perpetuation of loyal consumers, online promotions sponsorships campaigns and competitions, regular checking of site-conversion site-performance and market-return, insightful reports with comparative corporate analysis and intelligence for further improvement at every stages of development. Hence such unconventional attractive, larger than life tradition made innovative, avant-garde at the same time classic and eternal by touching hearts of millions of consumers from every walks of life is the true success secret of the global branding and web marketing.

A Terrible Thunder: The Story of the New Orleans Sniper Essay

On New Year’s Eve, in the city of New Orleans, in the year 1972, a sniper was hidden in the shadows. He is alone, with anger and hate fueling his tiny body he went on for many days to try to kill as many police officers as he could. The drama ended one week later when hundreds of police armed to the teeth and with the aid of a Marine Corps assault chopper descended on a burning building to battle with the lone sniper.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This paper will look into the cause of such a violent outburst, of the senseless killing of innocent lives. And how it has gone out of control for the one of the victims in that infamous day of shooting was a black man just like the shooter somewhere above, in a building, hidden from view. Colored Puberty is the age where many young boys find themselves in a suspended animation in trying to discover their identity. To some it is a crisis stage and to many it is a turning point in their lives. In some cases though teenagers going through this phase are well adjusted and have a pleasant experience during this transition from childhood to adulthood. Most probably they live in a good home where their parents where able to shelter them from the evil world outside. But when it is time to go to college or when it is time to move out of the home to find employment, it is this period when the young man and woman gets the surprise of their lives. Mark James Essex had a similar experience when he left the protective confines of his hometown in Kansas. He joined the U.S. Navy in what is perhaps his ticket out of obscurity and poverty. He was able to accomplish one his objectives for in a way he became famous. But not for being rich and doing something worth emulating – he went down the annals of criminal history in one of the bloodiest day of gun related violence. All of these had its beginning when he went left home and an ominous sign of what is coming can be seen in one of his letters where he described his disappointment over what he had witnessed in the workplace and with deep sadness he wrote that the Navy, â€Å"†¦is not like I thought it would be, not like in Emporia. Blacks have trouble getting along here† (p. 15). His sadness was compounded by the resignation expressed by other fellow black enlisted personnel, who said that, â€Å"†¦it is just the way it is† (p. 15). When he went to his supervisor to complain about the racial slur and the discrimination that is going on like a plague on the base what he got was a gentle but confusing advice which is in essence to ignore the problem and channel his energies to do something really important – like finishing college through a Navy scholarship perhaps – and therefore increase his status. This kind of remarks confirmed in his mind that â€Å"†¦blacks were second-class citizens in the Navy, and it was hard for him to understand why no one seemed wiling to change things† (p.15). Mark James Essex witnessed a terrible crime. It is not something that could be brought in the court of law (at least in the 1970s) but it is something so offensive that an assault is a welcome alternative rather than the humiliation of a fellow human being from another. To be treated like an unclean animal is far worse than being hit in the nose with a straight punch. Moreover, the only excuse for such evil deed is the color of their skin. They have the same design, structure, and ability to feel and understand. The only difference is the way nature chose to color their skin and for M. J. Essex this is purely unacceptable. Fanning the Flames   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There is a context to everything. M. J. Essex did not just turned into a monster overnight. His heart and mind received a continuous feeding of hate and discrimination although it was given to him passively. In the book Peter Hernon discovered that M. J. Essex’ father urged him to go to the Navy hoping that there is less prejudice there. His father served in the Army in World War II and he recounted that, â€Å"†¦they would send us down to Mississippi to train with wooden sticks† and recalled bitterly, â€Å"Now why would they send a black man from Kansas or anywhere in the Midwest to Mississippi without any way to protect himself† (p. 26).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A Reverend named W. A. Chambers told a similar story to the Essex family. He narrated a tale filled with the confusion and sadness accompanying discrimination and he said, â€Å"Negroes were forced to lock their weapons up at night while the whites were allowed to keep theirs in the barracks† (p. 26).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One could just imagine what was happening to the mind of the young M. J. Essex whose great hopes of a great America was crushed when he encountered the same sick thing that his parents had encountered three decades ago. These stories no doubt added fuel to the smoldering flame of hate and anger.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What is needed now is an outlet to spew it out or it would surely ruin him inside. There is a great need to express the pent-up emotions and nature dictates that when pressure is building up then an explosion is imminent unless something happens in a way of releasing that pressure. Many like minded men had found solace, inspiration, and the letting go of dangerous build-up in the heart and mind by joining non-violent protests. The Civil Rights Movement under Martin Luther King, Jr. patterned perhaps from another model of non-violent movement such as that of Mahatma Gandhi who successfully overthrew an oppressive government without firing a single shot.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   On the other hand there are other groups who could not wait with older men in the hope of finding equality in their lifetime. Besides, both Martin Luther King, Jr. and Mahatma Gandhi died from bullet wounds. Is it not wise to give their enemies a dose of their own medicine? Fire against fire seems to be their motto and they were intent to make their presence known. J. Essex was caught up in the spirit of the times. In the dark times of his struggling with discrimination he came across literature concerning the Black Panther Party, a group who does not believe in the saying that the meek will inherit the earth. They would rather believe the opposite, and that is the violent will take what they deserve by force.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For a young man with a military heritage – even if it was not an impressive one, his dad went to served in WWII – and his limited experience with the U.S. Armed Forces the proposition by the Black Panthers to take up arms is so much enticing for an angry young man longing for adventure and a chance to right what is wrong. Trigger   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The context was established in the last few pages. The anger and restlessness did not come out from a vacuum. There is a history involved here that was traced to the bitter experience of M.J. Essex’ Dad in the U.S. Army.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Now, the spark that ignited the powder keg of emotions came from two related sources. The first one occurred just after boot camp when he was humiliated in an enlisted men’s club, â€Å"A white boy showed him what to do, how they had to get ice in another room next to the bar. The white went in and got the ice without asking permission† (p.26). The second one is the fight with a man named Robert X. This guy, for no apparent reason could not go along with black people. His insecurity ran so deep that in the opening chapter of the book he was described to hate even the why black people walk. He is offended that the Negro race seemed to be happy and contented. Maybe he wanted them always suffering and cowed like slaves in plantations long gone.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The third source is from the systematic way the Navy seemed to show its prejudice against him. An example is how his (M. J. Essex’ car) was being searched. It was deliberate and took sometimes half an hour to fully inspect his ride, something that would piss off any person irregardless of race and gender.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   All in all, â€Å"†¦what really burned Essex up was the riding he got from petty officers and other officers. They would write him up for the smallest infraction†¦Ã¢â‚¬  (p. 26). The last straw that broke the camel’s back was the terrible experience in the court-martial for he was dishonorably discharged from the Navy. At seven forty-five on the morning of October 19, 1970, M. J. Essex went AWOL. He was transformed overnight from a fun loving a guy who has nary a care in the world to someone constantly brooding, â€Å"†¦to think about what a black man has to do to survive† (p. 42). Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Negro race has suffered many injustices from the time that they were captured and sold as slaves many centuries ago. It was such a perplexing tale of man dominating not the beasts of the earth and all the things that contain in it but fellow humans. What is more perplexing though is the slow process of emancipation, from removing them from the fields and into a real liberation where they will be considered as equals among men.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The age of Reason has come and the Industrial revolution has ushered in a new way of understanding the world and social classes. Freedom was exploding like a beautiful rainbow in the minds and hearts of people around the world. After World War II that idea of independence and the importance of a single person could never be denied. Everyone enjoyed this privilege, all except the Negro race that had to suffer discrimination in the land of the free, in one of the most advance industrialized nation in the world, in the home of the brave the United States of America. There were only a few who went to fight for their rights. The spirit of the Negro was suppressed so it is understandable why they could not easily voice out their views. The white people who were not blind to such wickedness, they are the ones who should fight in their behalf yet many perpetuated the myth that the white race is superior over the blacks. The marc to freedom was a slow process, a procedure that sometimes get to be expedited by men of will and character. These few good men would cross the line and join their Negro brothers although society forbade him to do so. They were indefatigable in their fight to achieve racial equality in American society.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   But some black folks could not wait for their great white savior. They cannot even hold out for long with the likes of fellow blacks like Martin Luther King, Jr. A few would like to speed up the Civil Rights Movement a little bit and put it in the fast track. Into these ranks of violent persuaders one can find the names Huey Newton and Bobby Seale and their infamous Black Panther Party established in 1967. Their methods may be crude and their language may be vulgar, but it is enough to create a spark in the mind of a young black man whose back was pushed against the wall and every fiber of his being demanding for justice. Sometimes these feelings have to find an outlet or else it would be unbearable to live.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Many in the Civil Rights Movement were fortunate to get in touch with someone like a Martin Luther King, Jr. who proposed a serious expression of their discontent. Through rallies and demonstrations they were able to voice out the pain that is inside them and it was a good form of release. But others chose another path, more deadly more sinister – it is to kill innocent people.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Another clue as to why Mark James Essex would go down the road to perdition can be seen from the remarks of her mother that was picked up by the author, â€Å"Still, keenly aware of how white society dealt with rebellious blacks and afraid her son might be branded a misfit and possibly wind up in jail, she urged moderation†¦Ã¢â‚¬  (p. 44) This clearly shows that black people have a very negative view of white dominated society. By her mother’s statements it was clear that he can find no way out of the dark tunnel he is in. On both sides of the exit are white people waiting to pounce on him. There is no way out except with guns blazing and dying with a glorious death just like what the Black Panthers are advocating.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It must be made clear that part of the context of the story of the sniper from New Orleans is the fact that he needed the ideological persuasion of the Black Panthers in order to move from anger, to extreme hatred of whites and then finally to kill in cold blood. Mark James Essex had the misfortune of joining the Black Panthers in a time when they too were desperate and are too eager to end their campaign in a spectacular display of bravado and recklessness. Sound of Thunder   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The first casualty was Cadet Alfred Harrell, 19 years old, newly married and do not have any kind of relationship with Mark James Essex. The second casualty was Edwin Hosli, 27 years old and married. He too does not know Mark James Essex. These two facts are very significant because it outlines the problem of racial discrimination showing another disturbing facet on how man erroneously sees race and inequality. Many have fought this wrong thinking head on with bravery and wisdom. Men have died as martyrs who offered their blood as payment to stop further violence and prejudice towards blacks. Others have the same goal but with a different method of accomplishing their objectives.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   By killing Harrell, Hosli and the other victims of Mark James Essex shooting spree, the sniper has clearly shown which side he belongs. He did not deserve to be honored like the other Negro freedom fighters for what he did is nowhere near honorable. He did not sacrifice himself instead he was just looking for an opportunity to vent out his anger and in the end hoping to feel much better. He did not deal with his personal issues and instead allowed his problems to take control of him. Take a look at the facts and it will be made clear that Mark James Essex the killer sniper has become more terrible and more despicable than the racist people he had come to hate.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   By comparison those who disrespect blacks, make fun of them, humiliate them in front of   others – though they are very much wrong – thy are much better than Mark Essex because they did not take life. The humiliated person can always bounce back, the man insulted can always choose to behave as if nothing happened. The dead man cannot do anything. Officers Harrel and Hosli was not even given the chance to hear Essex side of the story. If these police officers harassed Essex then his crime will be understood but killing someone unknown to the assailant, not having any other motive rather than hate is certainly sick.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   By doing what he did, Mark James Essex is not helping a bit. His spent cartridges provide ammunition to his enemies and fuel their rhetoric that blacks indeed are curse sub-species of the human race. Instead of helping to push forward the issue of equality, Mark James Essex pushed it a couple of years backward. He never profited from his actions he only brought his parents to the grave with deep anguish and heartbreak it was a product of his selfishness. His actions should not be emulated by any black or white person facing incredible odds.

Nursing and Reflective Practice Essay

â€Å"Reflection is not just a thoughtful practice, but a learning experience†. (Jarvis 1992) This is a reflection on an incident that occurred during a shift on the labour ward. I have chosen Gibbs model of reflection (1988) to guide my reflective process. (Gibbs 1998) (Appendix I). Gibbs model (1998) goes through six important points to aid the reflective process, including description of incident, feelings, evaluation, analysis, conclusion and finally action plan. The advantage of Gibbs’s six-stage model is that it allows you to learn from experiences and make changes for your future practice. Description The incident involves the administration of a wrong opiate drug to a postnatal patient. The incident occurred whilst checking and administering a controlled drug. The drug error was discovered by the co-ordinator at the end of the day shift. During the daily checking of the controlled drugs, the co-ordinator and another midwife, found a discrepancy with the number of Diamorphine 10mg and Morphine 10mg ampoules, there being one too many Morphine 10mg ampoules and one too few of the Diamorphine 10mg ampoules. Myself, as the midwife checking the drug, along with the midwife who administered the Diamorphine to her patient, were the only midwives to have administered a controlled drug on the shift. The drugs were correct on the previous daily check. Feelings On being informed of the error my initial feelings were of disbelief and horror. I was confused; two midwives had checked the drug and neither of us noted the mistake. I felt very upset and embarrassed that I had made this mistake, since qualifying as a midwife I have never made such an error. When the error was highlighted I instantly remembered checking Diamorphine and mixing the drug with 2mls of water for injections, I remembered talking to the other midwife concerned about personal affairs. I felt ashamed that I had allowed myself be distracted during such an important task. I was very angry that I had allowed myself to become complacent about drug administration. The Code States that midwives shall, â€Å"provide a high standard of practice and care at all times†, (NMC 2008), I felt that I had not only failed the patient but the profession too. I started to worry about the potential effects to the patient concerned. The Standards for Medicine Management, (NMC 2010), states â€Å" as a registrant, if you make an error you must take any action to prevent any potential harm to the patient†. The patient had suffered no real harm as a result of the dug error and she was recovering well post-operatively. Evaluation The main advantage regarding this incident is that the patient concerned came to no serious harm. Personally, I feel that I have learnt from the experience, thus enhancing my clinical practice. Gladstone (1995) agrees that planning problem solving strategies and accepting responsibility is found to lead to positive changes. This incident has highlighted the need for vigilance at all times. I have changed my practice to avoid drug errors occurring in the future, I am aware not to be complacent with drug administration. I will never let this or any other incident occur due to lack of concentration again in my practice. Analysis Drug administration is one of the highest risk areas of nursing practice and a matter of considerable concern for both managers and practitioners (Gladstone 1995). Consequently, detailed and comprehensive procedures and standards exist, thus ensuring safe, legal and effective practice, for example of the Medicines Act (1968) and NMC’s Guidelines for the Administration of Medicines (2007). The Consumer Protection Act 1987 and Medicines Act 1968 require that to administer medication, the practitioner has to ensure that the right medication is given, to the right patient, at the right time, in the right form of the drug, at the right dose and right route. Nursing & Midwifery Council’s Code of Professional Conduct (2004) emphasises the administration of medication is an area of concern for public safety, and generally follow the principles laid down by law. The NMC also publish the appropriate guidelines for nurses on the administration of medicines (NMC 2004). The Standards for Medicine Management (NMC 2010) states that I am â€Å"accountable for your actions and omissions†. This incident has highlighted the need for vigilance at all times. Rule 7 of the Midwives Rules and Standards (NMC2004), states that â€Å"A practising midwife shall only supply and administer those medicines, including analgesics, in respect of which she has received appropriate training as to us, dosage and method of administration†. Although the local policy and procedures were followed, it seems that unintentionally the incorrect drug was administered. As a registered midwife I am up to date with all training, I have never before in my practice made a drug error. Research studies demonstrate that many drug errors within clinical practice occur as a result of distractions on the ward, illegible writing or because nurses failed to check the patient’s name-band (Gladstone 1996). The incident discussed demonstrates how easily practitioners can become distracted when checking and administrating drugs. With regard to reporting drug errors, (Webster and Anderson 2002) found that several areas of concern emerged, including nurses’ confusion regarding the definition of drug errors and the appropriate actions to take when they occurred. Nurses also reported their fear of disciplinary action and the loss of their clinical confidence. The Guidelines for the Administration of Medicine by the Nursing and Midwifery Council advises that an open culture exists in order to encourage the immediate reporting of errors or incidents in the administration of medicines. It also advises that nurses who have been made the subject of local disciplinary action, has discouraged the reporting of incidents which is detrimental to patients. Furthermore, all errors and incidents have a thorough investigation at local level, taking into account the full context of the circumstances, which requires sensitivity (NMC 2004). To learn from our mistakes, Williams (1996) believes we first need to acknowledge that we have made them. As mistakes in a professional capacity do happen, these mistakes need to be used as a learning experience to reflect upon and to therefore avoid them from happening again. Conclusion As discussed previously, the administration of medicines is a vital part of the midwives role. Drug error is costly in terms of increased hospital stay, resources consumed and patient harm (Webster and Anderson 2002). A study by Kapborg (1999) showed that the most common errors among nurses were administration of the wrong drug and levels of drugs administered exceeding the prescribed ones. Action Plan From my experiences of the incident, I have learnt a valuable lesson. I no longer allow myself to be distracted from other members of staff, patients or relatives when I am in the process of administering medication. During this time I only have discussions with the patient to whom which I am given them their medication. I realise the seriousness of my error and I have since read literature to educate myself, the important of not repeating the same mistake again. My reflective practice has encompassed critical analysis of my self-awareness. Through this process, I have been able to learn from my mistake. The drug error incident has been a learning curve and I now feel that I have improved my practice and became a better midwife, thus improving patient care. REFERENCE LIST Alderman, C. (1999). The drug error nightmare. Nursing Standard. Vol.11(25) pp.24-25. Atkins S., Murphy K. (1993). Reflection: a review of the literature. Journal of Advanced Nursing. Vol.18. pp.1188-1192. Armitage, G. and Knapman, H. (2003). Adverse events in drug administration. Journal of Nurse Management. Vol.11(2). pp.130-140. Benner, P. (1982). From novice to expert. American Journal of Nursing. Vol.82. pp. 402-407. Boud, D., Keogh, R. and Walker, D. (1985). Reflection: Turning Experience into Learning. London: Kegan Press. Clarke, M. (1994). Action and reflection: practice and theory in nursing. Journal of Advanced Nursing. Vol.11. pp.3-11. Department of Health. (2004). Building a Safer NHS for Patients: Improving Medication Safety. London: Department of Health. Dzik-Jurasz, D. (2001). A development programme for nurses. Nursing Times. Vol. 97. pp. 14. Gibbs, G. (1988). Learning by doing: A guide to teaching and learning methods. Further Education Unit, Oxford: Oxford Polytechnic. Goff, A. (1995). Reflective practice – what is it? A Literature review. British Journal of Nursing. Vol. 11. pp.24-29. Gladstone, J. (1995). Drug administration errors: a study into factors underlying the occurrence and reporting of drug errors in a district general hospital. Journal of Advanced Nursing. Vol. 22. pp. 628-37. Gladstone, J. (1996). Discipline fears mean drug errors are going unreported. Nursing Standard. Vol.10(2) pp. 4-10. Griffith, R. (2003). Administration of medicines part 1: the law and nursing. Nursing Standard. Vol.18(2) pp.47-54. Hainsworth, T. (2004). Improving medication safety. Nursing Times. Vol.100. p.7. Hibberd, J.M. and Norris, J. (1992). Striving for safety; experiences of nurses in a hospi tal under siege. Journal of Advanced Nursing. Vol.17. pp.487-495. James, C. and Clarke, B. (1994). Reflection practice and nursing: issues and implications for nurses today. Nurse Education Today. Vol 14. pp.82-90. Jarvis, P. (1992). Reflective practice and nursing. Nurse Education Today. Vol.12. pp174.181. Jasper, M. (2003). Beginning reflective practice: foundation in nursing and health care. Nelson Thornes: Cheltenham. Johns, C. (1995). Framing learning through reflection within Carper’s fundamental ways of knowing in nursing. Journal of Advanced Nursing Vol. 22 pp. 226-234. Kapborg, I. (1999) The nurse’s role in drug handling within municipal health and medical care. Journal of Advanced Nursing. Vol.30 p.950. Mayne, W., Jooton, D., Young, B., Marland, G., Harris, M., Lyttle, C.P. (2004) Enabling students to develop confidence in basic clinical skills. Nursing Times. Vol. 100(24) pp. 36-39. McNulty, L. (1999). Time to learn lessons from drug errors. Nursing Standard . Vol. 13(16) pp. 6-12. Newell, R. (1992). Anxiety, accuracy and reflection: the limits of professional development. Journal of Advanced Nursing. Vol.17. pp. 1326-1333 Newell, R. (1994). Reflective practice: an art and science. Nurse Education Today. Vol. 14 pp. 79-81. Nursing and Midwifery Council. (2004). Code of Professional Conduct. London: NMC. Nursing and Midwifery Council. (2004). Guidelines for the administration of medicines. London: NMC. Oborne, C.A., Burgess, V., Cavell, G., Colwill, S., Williams, R. (2002). Annonymous reporting of drug-related errors: application of a modified secondary care model in a community pharmacy setting. The Pharmaceutical Journal. Vol.268. pp. 101-103. O’Shea, E. (1999). Factors contributing to medical errors – a literature review. Journal of Clinical Nursing. Vol.8 p.496. Royal College of Nursing. (2006). Majority of drug errors made by nurses. Nursing Standard. Vol.20(30) p.10. Shephard, M. (2002). Medicines. Nursing Times. Vol. 98(16). pp.45-48. Smith, A. (2005). Reflective practice: a meaningful task for students. Nursing Standard. Vol.19(26) pp.33-37. Sprengel, A. (2004). Reducing Student Anxiety by Using Clinical Peer Mentoring With Beginning Nursing Students. Nurse Education Today. Vol.29(6) pp.246-250. Webster, C. S. and Anderson, D. J. (2002). A practical guide to the implementation of an effective incident reporting scheme to reduce medication error on the hospital ward. International Journal of Nursing Practice. Vol.8 p.176. White, C. (2000). Dummy run. Nursing Times Vol. 96(13) pp. 28-30. Wilkinson, J. (1996). Definiti on of reflective practice. (17th Edition). Edinburgh, Churchill Livingstone.

What I Learned During Class - 915 Words

A Summary of What I learned in Class Before taking this class I had very little knowledge and experience, and through that I did not know how to perceive people with disabilities other than what I saw with my eyes, which was their disability first. The truth is children and people with disabilities are everyday heroes. They have every day struggles and challenges that most of us do not have, they have to push and fight to do every day tasks that we can do without struggling and having to push ourselves, and they see the world differently in ways that we are not capable of doing so. They can love more, and are fighters in everyday life. We can learn so much from them if we choose to look and see past their disability because truth is, that is not what defines them as a person. I have learned so much from lectures and discussions in class, the documentaries shown, my textbook, visuals, and presentations. Here are a few things that stood out to me while taking this course. 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