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Since the Future of Nursing recommendations was released by the Institute of Medicine (IOM), nurses have worked hard to ensure that they fit into each one of them. For instance, nurses strive to obtain the right academic qualifications from institutions of higher learning to enable them to perform their roles effectively (Reinhard and Hassmiller, 2015). Personally, I see myself fitting into recommendation 4, recommendation 5, and recommendation 6 documented by the Institute of Medicine.
The IOM recommends that nursing practice in the United States can be transformed by increasing the number of nurses who graduate with baccalaureate degrees to 80 percent by the year 2020. According to the IOM, relevant accrediting bodies should work in collaboration with academic nurse leaders, employers, as well as public and private funders to ensure that student nurses obtain the right academic qualifications that can enable them to deliver quality care to diverse populations.
This means that the number of student nurses who are enrolled in baccalaureate degrees should increase for the fourth IOM recommendation to be implemented successfully (The Institute of Medicine, 2010). Since I am preparing to graduate with a Bachelor of Science in Nursing (BSN) degree in a few years to come, I am confident that I perfectly fit into the IOM Future of Nursing recommendation four.
I will effectively apply the knowledge and skills that I will acquire from my baccalaureate degree to deliver quality healthcare to diverse populations. In this manner, I believe that I will form part of nurses who graduate with baccalaureate degrees by the year 2020 as I continue to deliver care that is intended to improve nursing practice in the United States.
The IOM also gives a recommendation that the number of nurses who possess doctorate degrees should double by 2020 for nursing practice in the United States to be improved. Under recommendation five, the IOM directs academic nurses to collaborate with both public and private funders as well as with accrediting bodies to increase the number of student nurses who are enrolled into and who graduate with doctorate degrees (AnneMarie, 2016; & The Institute of Medicine, 2010).
Since I am planning to be enrolled in a Master’s program once I complete my undergraduate degree, and into a doctorate degree program thereafter, I believe that I will fit into the IOM Future of Nursing recommendation five. From the doctorate degree program, I will acquire advanced nursing knowledge that I will apply to carry out nursing research for an improved nursing practice. I, therefore, believe that I will form part of nurses who possess doctorate qualifications by 2020.
The IOM recommends that nursing institutions should engage in long-term learning for nursing practice in the United States to be improved. Under recommendation six, healthcare organizations, accrediting bodies, and educators are required to join hands in ensuring that student nurses, as well as graduate nurses, engage in prolonged learning with the aim of acquiring competencies that will enable them to deliver quality care to patients from different backgrounds (The Institute of Medicine, 2010; & AnneMarie, 2016).
Personally, I undertake numerous training that is related to nursing care even as I strive to achieve higher academic qualifications. For this reason, I have been able to obtain relevant knowledge and skills that I intend to apply in delivering quality care to patients in future. Since I currently engage in lifelong learning, I perfectly see myself fitting into the IOM Future of Nursing recommendation six.
Part 2
Increasing my level of education will positively affect how I compete in the current job market. According to McHugh and Lake (2011), today’s health care organizations are keen to hire nurses who possess relevant clinical nursing expertise because this is critical to health care quality. For this reason, only nurses who possess relevant nursing knowledge and skills can effectively compete in the current job market.
Individual nurse education has been identified as one of the factors that help to increase clinical nursing expertise (McHugh and Lake, 2011). In this regard, nurses who obtain high levels of education are believed to be in a better position to compete in the job market than those who do not. By increasing my level of education, I believe that I will possess the right clinical expertise that will enable me to compete favorably in the current job market.
Increasing my level of education will greatly change my role in the future of nursing. As Black, Balneaves, Garossino, Puyat, and Qian (2015) explain, future nurses are expected to engage in nursing research in order to generate data that can be used to promote evidence-based practice. Knowledge of how nursing research should be conducted is best acquired through nursing education.
This is because instructors normally teach nurses on how they can use evidence obtained from research to inform evidence-based practice. In addition, through nursing education, nurses are able to learn the best approaches to research that will generate important information that can be used to improve health care delivery (Ketefian and Redman, 2015). Therefore, increasing my level of education will enable me to perform both nursing practice roles as well as research roles.
References
AnneMarie, P. (2016). The future of nursing: Leading change, advancing health…how are we doing? Nursing Critical Care, 11(3):4.
Black, A. T., Balneaves, L. G. Garossino, C., Puyat, J. H. & Qian, H. (2015). Promoting evidence-based practice through a research training program for point-of-care clinicians. The Journal of Nursing Administration, 45(1): 14-20.
Ketefian, S. & Redman, R. W. (2015). A critical examination of the developments in nursing doctoral education in the United States. Revista Latino-American de Enfermagem, 23(3): 363-371.
McHugh, M. D. & Lake, E. (2011). Understanding clinical expertise: Nurse Education, experience, and the hospital context. Research in Nursing & Health, 33(4): 276-287.
Reinhard, S. & Hassmiller, S. (2015). The future of nursing: Transforming health care. The AARP International Journal, retrieved from https://www.journal.aarpinternational.org/
The Institute of Medicine. (2010). The future of nursing: Leading change, advancing health. Washington, DC: The National Academies Press.
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Agriculture has been an imperative supporter of the GDP of Bhutan since the absolute starting point. Its commitment to the GDP has been recorded at 38% in the year 1995 with 85% of the populace subordinate upon it; the commitment was 35.9% in the year 2010. In spite of the fact that the commitment of agribusiness declined from 55 % (1985) to 33% (2013) of GDP, despite everything it stays as a prevailing element in the economy of the nation. However, in the most recent decade, the commitment of agribusiness has tumbled to 16.7% of GDP. The issue of accomplishing independence lies intensely on the shoulder of this part as, without improvement of the essential segment, the advancement of the auxiliary area and thusly, advancement of the country can’t be accomplished to the full. The decline of roughly half in 10 years flags that this area requires quick consideration. This examination goes for distinguishing how, the foundation of particular Financial Institutions for Agriculture like; ‘National Bank for Agriculture and Rural Development’ (NABARD, India), can help in building up this segment. This examination endeavors to take shape the part that such particular organizations need to play, since they can give tweaked answers for various necessities in the agrarian segment of a nation, as structures, plans, plans, approaches and methodology, and open the ranchers to the present day innovations and techniques for horticulture.
Introduction
A standout amongst the most imperative parts of the lives of individuals and the financial state of a country is agribusiness. For millenniums, rural exercises have overwhelmed the lives of individuals around the world. In the cutting edge world, horticulture has turned out to be more logical and Innovation situated pointed towards accomplishing higher generation, and in this way, financing farming assumes a crucial part today. This is the place Agricultural Micro finance ends up plainly significant. It assumes an exceedingly critical part in empowering horticultural exercises in many countries. In 2019, there were more than 74 million micro finance borrowers around the world, and the aggregate credit portfolio was about $38 billion USD. On the off chance that we consider Bhutan, horticulture remains the second biggest supporter of GDP quickly after hydro power era. In the meantime, the present rupee emergency in Bhutan has demonstrated that one of the zones in which Bhutan needs to gain a quick and relentless ground is accomplishing self-manageability in nourishment generation. In 2011, Bhutan imported about Nu.286 million worth of vegetables and Nu.1.1 billion worth of rice2, and there couldn’t be a superior time for the country to truly respect the conceivable methods for enhancing its farming generation and diminish its reliance on imports, which channels profitable and hard earned remote cash adding up to Rs.4 billion in the year 2011. The nation has a potential for building up its agribusiness further. One method for achieving this is to guarantee the accessibility of simple credit to the agriculturists in the nation.
This paper endeavors to comprehend the present circumstance of farming micro credit in Bhutan and tries to comprehend the conceivable advantages of extending the extent of rural micro credit and auxiliary administrations through particular foundations in the nation.
Literature Behind Research on Agriculture in Bhutan
On the off chance that we consider micro finance, or all the more particularly microcredit, which concentrates on stretching out little credits to ranchers and was made well known by Grameen Bank in Bangladesh, is a moderately new idea. The advancement and extension of micro finance on the planet can be clarified by the accompanying outline:
2010 – 2012
2012-2014
2014-2015
2015-2017
Expansion
Increase
Commercialization
Transformation
As portrayed by Srnec K., et al. (2018), micro finance establishments around the globe experienced approximately four phases of advancement to be specific, the mid 80’s the place numerous MFIs (micro finance organizations) had a superior rate of return than banks. In the mid 90’s, the place a couple of MFIs started taking care of every one of their costs, a couple of best MFIs started to pull in noteworthy business subsidizing, and were never again restricted to a little gathering of scattered organizations, making it a quickly developing industry and today where MFIs have changed from being casual micro finance foundations to more formal establishments.
The very structure of micro finance foundations has experienced a critical change as of late. Micro finance organizations, as well as standard banks the world over have started to understand the estimation of micro finance and are starting to take into account this division. As indicated by a report distributed by Infosys4, just 28 percent of the aggregate requests for micro finance administrations were secured by the MFIs all inclusive by 2010. The World Bank assessed a micro finance necessity of USD 300 billion out of 2010.
However, in spite of being the centerpiece of provincial and agrarian advancement programs in numerous nations for quite a while, micro finance has likewise pulled in impressive feedback, and many individuals question the adequacy of micro finance establishments. As clarified by Hendrayadi, Irfan, et al, in their paper ‘What is ‘Afflict ing’ the Agricultural Micro Finance Model?’, the objective of the country fund was to advance agrarian improvement through focused medications intended to increment provincial loaning while at the same time decreasing the expenses and dangers to moneylenders. The ultimate result of this approach neglected to achieve its Objective. Initially, sponsored loan costs did not permit provincial back organizations (RFIs) to take care of their expenses. Besides, financed credit extremely regularly focused on the wrong items, which prompted expansion underway wasteful aspects. Therefore, the quantity of nonperforming advances expanded drastically. In the 1970s, horticultural loaning represented more than 30 percent of all World Bank loaning; in any case, by 2010, this number dipped to 10 percent. The measure of Official Development Assistance (ODA) given by OECD nations to rural ventures dropped impressively also. Subsequently, the genuine net guide to farming in the 1990s dropped to a 35 percent of its level in the 1980s.
Another trouble confronted by micro finance establishments around the world was that, in spite of being organizations of simple credit, the loan fees charged by these foundations was still very high. As clarified by Bateman (2011), in the beginning of micro finance organizations, higher rates were important to take care of the high operational expenses of giving small advances to poor people, yet that financing costs would fall in view of rivalry. This contention had some legitimacy at first. In any case, loan costs have not fallen as much as anticipated, and in a few nations (quite Mexico), they have stayed high. To some degree, this was a direct result of the accentuation on.
The business show, with MFIs, now required producing high monetary prizes for their directors (pay rates, rewards) and proprietors/investors (profits and capital increases). Different impediments that hampered the development of micro finance was an absence of legitimate insurance from agriculturists as they were frequently excessively poor, making it impossible to keep resources as guarantee, however as clarified by Llanto (2017), endeavor credits, including advances to poor people (for the most part ladies), did not really require the customary land guarantee as security. MFIs have loaned to resource fewer people and have effectively recuperated the credits. However, nothing from what was just mentioned issues are without arrangement. Bateman (2011) and Llanto (2017) have worried on the requirement for hearty money related control to guarantee that neighborhood budgetary establishments act in a way helpful for maintainable nearby financial improvement and to building and holding neighborhood social capital, yet with a notice that exorbitant direction may suffocate creative micro finance rehearses. Llanto (2017), Hendrayadi, Irfan, et al. what’s more, Miller (2011), have likewise worried on broadening credit portfolios by micro finance foundations, which can be expert by consolidating horticultural advances with different sorts of advances, for example, urban advances, lodging advances, investment funds, protection, etc. Bateman (2011) has even recommended that nearby smaller scale reserve funds ought to be considered as an initial phase in the collection of capital. One of the components unfavourable to establishments occupied with rural loaning as recommended by Llanto (2017) is inordinate government intercession and government endowments, which may not be manageable over the long haul. This is one region where Bhutan ought to be particularly watchful about. We will next consider the micro finance situation in Bhutan and attempt to comprehend its present patterns and future prospects.
Research METHODOLOGY and Design
Planning reasonable strategy and choice of logical instruments is imperative for an important investigation of any exploration issues. This segment is dedicated to the announcement of the technique, which incorporates accumulation of information, examining the system, strategy for investigation and apparatuses of examination.
Gathering of Data
Both essential and optional information has been utilized for the present investigation. An observational study was made among the chosen recipients to get to know the advance sum got, used and reimbursed. On the premise of the data assembled, a very much outlined pre-tried meeting plan was drafted and utilized as a part of the field review to gather the essential information (Vide Appendix-I). Before undertaking the principal review, a provisional meeting plan was arranged and regulated to 25 recipients so as to test the legitimacy of the meeting plan. It encouraged tresearchhe expulsion of the none–response and undesirable inquiries and the altered last timetable in view of this were readied.
The chose recipients were reached face to face and the goals of the examination were obviously disclosed to them and their co-operation was guaranteed. The insights with respect to the general attributes of the example recipients, their families, salary, use, and investment funds identifying with the general targets of the investigation were gathered from the specimen recipients through the immediate individual meeting technique.
Auxiliary wellsprings of information identifying with the readiness to benefit from advances, the number of advances endorsed, advance sums were gathered from the distributed and unpublished reports and records of the BDFCL.
Inspecting Procedure
Bhutan Development Finance Corporation Limited has 22 branches in every one of the twenty locales in Bhutan. With the end goal of gathering essential information from the recipients and recuperation execution, all the 22 branches were incorporated for the present investigation. Out of 22 branches, a sum of 300 borrowers under different plans was chosen indiscriminately for the investigation.
Time Line
Keeping in perspective of the goals of the investigation, 300 example recipients were stratified into two classes specifically, the individuals who have occupied with non-modern exercises and others taking part in mechanical exercises. Out of 300 specimen recipients, 182 (66.67 for each penny) recipients were going to non-mechanical gathering and the staying 118 (39.33 for every penny) fell under the modern gathering.
Objectives of Study:
i. To comprehend the difficulties and openings that specific money related foundations taking into account the farming part have.
ii. To assess the condition of agrarian micro finance in Bhutan.
iii. To propose strategies that may be valuable in assist improvement of such specific monetary establishments.
Research Design: Descriptive research
Information Sources: Optional information gathered from different electronic sources, for example, sites, articles and daily paper diaries accessible on the web, and so forth.
Land reaches out of the examination:
Impediments: The investing+ation is restricted by the way that there has is just a single budgetary organization taking into account rural micro finance in Bhutan. Hence, the measure of data accessible here is very restricted, and not very many examinations have been led identified with this decision, and this has constrained the extent of our investigation.
Research Questions:
Why couldn’t farmers grab the funds in order to approach the require GDP prescribed by the Governmental Agencies of Agricultural Development fields and lands?
What are the major correlations and stats of Agricultural Development Land Authority of Bhutan regarding the production of crops from the year 2014 to 2017?
What are the aspects of agricultural development regarding farmers low budget criteria and how can governmental agencies handle this crisis?
What are the GDP targets regarding farmers infrastructure development at agricultural lands?
The state of Specialized Micro Finance Institutions in Bhutan
As we consider micro finance establishments in Bhutan, we understand that it is still in an incipient stage. Country credit in Bhutan was begun in 1980. It was ordered for Bank of Bhutan (BOB) to loan 44% of its portfolio in country credit, be that as it may, it loaned under 1% of its portfolio. The reasons were ranchers’ failure to meet the security and assurance prerequisite of the BOB and RICB (Royal Insurance Corporation of Bhutan). At that point, the provincial loaning program was depended to Food Corporation of Bhutan in 1980. Nourishment Corporation of Bhutan acquired cash at 14% enthusiasm from BOB and RICB and re-loaned the sum at 6% to 10% to agriculturists. This program kept going just two years. The program was then moved to Royal Monetary Authority (the national bank of Bhutan). As BOB and RICB were discovered one-sided towards general exchange, transport, and land, it was felt important to build up a different budgetary establishment to give advances to mechanical and farming related exercises. In this unique circumstance, with the marking of Royal Charter (RC) on January 31, 1988, Bhutan Development Finance Corporation Ltd. (BDFC) (which is right now known as Bhutan Development Bank Limited (BDBL)) was built up. At that point, the rustic credit program was given over to BDFC. From that point, forward BDFC (now, BDBL) has been executing Agricultural Credit in Bhutan.
Other casual methods for loaning to ranchers likewise exist in Bhutan as portrayed by Hussein (2019, for example, moneylenders, who exist inadequately in a few districts and charge an enthusiasm of 3%-5% and well to do families and people who additionally advance out to poor villagers now and again. Different banks incorporate devout foundations that loan at a higher rate of 15%-25%, and semi-formal loaning organizations, for example, the National Women Association of Bhutan (NWAB), which goes for giving gifted preparing and gathering loaning to ladies in country zones. The organization depends on the Grameen Bank model and advances are progressed with an enthusiasm of 14%.
In any case, regardless of consistent endeavors by the administration, rustic cr alter confronts real hindrances, as portrayed by Pathak (2010). Factors, for example, the scattered low populace, uneven territory, low foundation advancement, low advance recuperation rate, high hazard and high overhead cost have reared the effect on the improvement of micro finance establishments in country zones of Bhutan. In 2010, under 44% of ranchers approached credit from balance uncial establishments, (this was out of an expected 87,500 homestead families), and this figure was impressively lower for littler agriculturists at around 10%. The nonattendance of other committed micro finance foundations and the peak smaller scale fund body in Bhutan being BDBL alone has altogether controlled the extent of micro finance in the nation. From the customers’ point of view, few loaning establishments bringing about constrained access to advances, long and antagonistic obtaining techniques, contract pre requisites notwithstanding for little credits, high financing cost structure, and so forth., has postured huge hardships in getting advances.
On the off chance that we consider ventures made by money related establishments in Bhutan by segments, agribusiness comes in eighth, with add up to speculation by monetary divisions (as advances), which is a pitiful 1.39% of aggregate venture (adding up to Nu. 36,005.02 million) in the year 2010 (from the Statistical Yearbook k of Bhutan 2011, National Statistics Bureau , RGoB). Taking a gander at the pattern over a time of years, the rate of assets given to agribusiness regarding credits by budgetary organizations has really diminished from 1.92% of every 2016 to 1.39% out of 2010.
In fact, of the ten biggest parts which represented more than 99% of the credits, the best five were individual, Building and Construction, Manufacturing, Trade and business, Service and
Personal Loans for Agriculture
The above diagram obviously demonstrates the carelessness and lack of concern towards farming part loaning by monetary establishments. In the year 2010, an aggregate of Nu.499.45 million was put by money related foundations in the agribusiness part. In the event that we consider the expansion in interest in agribusiness area, there has scarcely been an increment of more than 105% contrasted with five years prior (somewhat finished twofold). In the examination, individual credits have expanded about five times and, vehicle advances (for overwhelming vehicles) have expanded more than six times (Statistical Yearbook of Bhutan 2011, RGoB).
Of the credits given to horticulture division in 2010, 99.10% originated from BDBL. Just a little rate of the advances was given by Bank of Bhutan (0.60%) and T-Bank (0.30%). The loaning rate in horticulture segment (for advances rendered by budgetary organizations) was static at 13% in the vicinity of 2018 and 2010 (for a reimbursement time of 10 years), though in the ‘other traveler vehicles’ part, financing costs really descended from 14% (for reimbursement in 5 years) in 2018 to 12% (for reimbursement in 7 years) in 2010 (Statistical Yearbook of Bhutan 2011, RGoB).
A current overview directed in Samtse has demonstrated that micro finance customers in Bhutan apparently obtained Nu.30, 000 to Nu.50, 000, and paid an enthusiasm of 5 to 10 percent to Bhutanese moneylenders or, 3 to 10 percent to Indian moneylenders. This is really a little sum, and shouldn’t require security by any stretch of the imagination. Such credits can be effectively given by specific micro finance organizations and can truly go far in helping the agriculturists in the midst of need.
While the improvements in the rural segment have made expansion openings, there are imperatives that can hamper the capacity of agriculturists; particularly that dominant part of Bhutanese ranchers are poor and peripheral agriculturists. The absence of sufficient framework, restricted access to data, credit, and different resources (land, water, and mechanical know-how), can seriously compel the extent of broadening activities.
These boundaries, data holes, and limit confinements display an open door, as well as a requirement for specialists’ concerned (Ministries, offices, contributors) to offer help and help to manufacture the limit with respect to expert poor broadening exercises.
Expansion activities require a multi-segment approach including numerous particular venture ranges. Approach and institutional condition, water system and seepage, science and innovation, and country framework are only a couple of illustrations. Every one of these speculations won’t originated from the general population part.
For long haul arranging, government needs to make the empowering conditions for the private segment to give sources of info and administrations to ranchers important for enhancement; (FDIs), be that as it may, the administration needs to contribute to enlarge the extent of research establishments to cover rising issues of broadening, enhance the scientific capacities of agriculturists to blend the expansion opportunity, and build up the productive learning and data frameworks.
Besides wage era, broadening will, in many cases, increment work for the country poor. For instance, von Braun evaluates that because of broadening to send out vegetable creation in Guatemala, work expanded by 45 percent on members’ homesteads. It is normal that the advantages of expanded business openings are significant as well as are circulated over a wide range of the economy and in this way are to a substantial degree “expert poor.”
Ali and Abedullah (2012) exhibited the potential for country work era emerging from enhancement out of oats to high-esteem products, for example, vegetables, by looking at the work force in the two frameworks. Considerable business openings are created in seed and seedling generation, accuracy arrives planning, and the water system, collecting, cleaning, evaluating, and bundling of high-esteem crops.
It was evaluated that a one-hectare move of grain to vegetables in one season creates over one year round all day business (that is, the contrast amongst oats and vegetables was more than 220 working days for each hectare). The off-cultivate work impact of comparative greatness was anticipated through the extension in the farming business exercises. Joshi and Gulati et al. (2012) likewise detailed comparative outcomes.
Because of developing customer interest for exceedingly bundled and prepared horticultural items, enhancement ordinarily includes the development far from customary wares (requiring negligible auxiliary preparing) toward higher esteem products (requiring critical preparing and dealing with). Moreover, the new creation frameworks are regularly more concentrated and produce interest for a more prominent amount and an assortment of homestead inputs.
Since high-esteem crops, contrasted with oats, are all the more emphatically interlinked with different divisions of the economy regarding giving their yields and accepting contributions from these segments, there is a more grounded multiplier impact of the underlying increment in pay. For instance, it was evaluated that a unit increment in beginning salary in oats has a multiplier impact of two, while comparable increment in vegetables will create a multiplier impact of three (Ali and Abedullah 2012).
With the move far from subsistence harvests to more beneficial money crops like vegetables, comes back to arrive, work, manure, and water are fundamentally higher. The level of change in cultivating pay in the long and medium term will rely on the idea of relative changes in wage and use and in addition the degree of home utilization.
Country family units in Bhutan procuring the greater part of their salary from the generation of exportable merchandise will encounter a net welfare increase paying little mind to their utilization crate, while the effect for those families that are net customers might be vague, contingent upon the impact on nearby nourishment costs. Regardless, broadening will bring about more prominent nourishment security at the family unit level.
Given the above situation, the Royal Government should play a dynamic part in instigating manageable development by empowering economical generation frameworks in accordance with the accessible assets of agriculturists and micro environments of soil and land, catching on the regular focal points Bhutan has over its neighbors like India and Bangladesh. To advance the star poor enhancement with high-esteem crops, speculation ought to be coordinated to diminish yield change by creating stress-tolerant innovations and safe cultivars of these harvests and to enhance Homestead to showcase linkages.
In addition, approach advancements ought to animate market components to grow little ranchers’ association with the end goal of defeating the economies of scale issue and enhancing their entrance to business sectors and data. Preparing on little scale horticultural business improvement can likewise empower smallholder ranchers and landless destitute individuals to change.
With suitable arrangements, some of these speculations may originate from the private area, while venture identified with the foundation of makers’ association to enhance their capacity in investigating expansion openings and meeting the exploration needs identified with these open doors should originate from the general population private division joint effort. Delgado (a researcher at Agricultural field) perceived that there are three prerequisites for strategy level consolation of expansion.
In the first place, enhancement methodologies need to target staple sustenance generation and showcasing issues to such an extent that approaches accommodating more prominent nourishment security are composed and executed. Increments in high-esteem creation are not prone to happen unless nourishment security dangers are impressively brought down, especially with regards to Bhutan where at present a high offer of assets is given to subsistence sustenance generation.
Second, the exchange costs related with the stream of assets and items amongst areas and districts should be diminished. This is so picked up from the creation of surplus can stream to ranges delivering non-excess, which thusly are required to help the generation of surpluses.
Third, there is a need to advance non-conventional fares as a wellspring of remote trade to abroad markets. For example, comparative fare things along the lines of mushrooms, Cordyceps, apples, and oranges should be additionally broadened. This can be accomplished by putting resources into investigating, expansion, preparing and data frameworks of high-esteem crops, natural creation, restorative and sweet-smelling plants, and by creating the quality foundation. It requires supported endeavors to beat institutional and infrastructural limitations.
A further essential part of the administration is guaranteeing that ranchers have the ability to benefit from the innovative and market openings display in the outer condition. This type of maker strengthening requires sound instruction and expansion frameworks at all levels, and in addition meditation when important to conquer any boundaries to the stream of the market and specialized data and learning.
Decentralization (DYTs, GYTs) has made an instrument to encourage the procedure yet additionally fortifying of such bodies as far as overhauling know-how, and mindfulness is considered essential. The significance of giving the agriculturists a choice of choices for their generation ought to be perceived inside the projects and subprojects of vocal arranging.
The up and coming national nourishment security arrangements archive need to address both the nationwide generation and the neighborhood accessibility of sustenance in ranges with low efficiency as well as zones more suited for the creation of tradable products, for instance.
Wellbeing and sanitation must be elevated to completely abuse the welfare impacts of commercialization and expansion, and strategy should concentrate on preparing and work versatility programs on the grounds that “all things considered, the minimum diversifiable gift is most likely uneducated work” (Quiroz and Valdés 2011, p. 297).
Furthermore, ultimately, proper exchange arrangement is basic, particularly given that the nation has started participation to joining the World Trade Organization (WTO), openings are progressively fixing to the abuse of developing markets in remote nations.
Bhutan-Export Strategy, 2010, UNCTAD/WTO.Bhutan Trade Statistics Up To 30th June 2012, Department of Revenue & Customs, Royal Government of Bhutan.
Delgado, C. (2012) “Agricultural diversification and export promotion in sub-Saharan Africa.” Food policy, volume 34, number 7, pages 243-279.
Delgado, C. and A. Siamwalla (2012). “Rural economy and farm income diversification in developing countries.” In; Proceedings of the 23rd international conference of agricultural economists, August 2014, Sacramento, California. Pages 129-198.
Druk Seed Corporation, (2012) Strategic Options, Ministry of Agriculture, Paro.
Export Oriented Vegetable Production Proposal, (date unknown) Ministry of Agriculture.
Forest Resource Development Section, “Non-Wood Forestry Products, A Report on Thimphu & Paro Dzongkhags”.
Identification Mission for Agricultural Production Project/IPM Phase II Draft Report November 2013.
Joshi, P.K., A. Gulati, P. S. Birthal and L. Tewari. (2012). “Agriculture Diversification in South Asia: Patterns, Determinants, and Policy Implications”. RGoB, MoA-NCAP-IFPRI Workshop on “Agricultural Diversification in South Asia”. Paro, Bhutan. November 21-23, 2012. (paper and slide presentation) Policy, Strategies and Plans, October 2011. Engineering Division, DOA (9th Five Year Plan 2012-2017),.
Quiroz, J., and A. Valdés. (2015). “Agricultural diversification and policy reform”. Food Policy. Volume 44, Number 9, Pages 267-295
Renewable Natural Resources statistics, 2010, Ministry of Agriculture.
Renewable Natural Resources statistics, 2015, Ministry of Agriculture.
Renewable Natural Resources Section, 2012-2017, Ninth Five Year Plan Document, Ministry of Agriculture.
Statistical Year Book of Bhujtan, (2014). National Statistical Bureau, Royal Government of Bhutan.
Tobgay, Sonam (2015). “Small Farmers and Food Systems in Bhutan”. A paper presented at the FAO Symposium on Agricultural Commercialization and the Small Farmer, Rome.von Braun, J. (2015). “Agricultural Commercialization: Impacts on Income and Nutrition and Implications for Policy”.
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Terrorism is founded on carefully planned structures. This paper intends to discuss terrorist organizations by developing a case study of Aum Shinrikyo terrorist group.
Origin of Aum Shinrikyo
Aum Shinrikyo refers to a doomsday cult whose origin is in Japan. The cult was formed by Shoko Asahara in the year 1984 (Ingram, 2017). Aum Shinrikyo earned international infamy after carrying out a deadly attack on Tokyo subway in the year 1995. Furthermore, in 1994 Aum Shinrikyo was also involved in a small sarin attack (Ingram, 2017). However, initially, Aum Shinrikyo conducted its activities in secret and never confessed. Shoko Asahara, the founder of Aum Shinkyo, bought a signal in Russia, which he directed to Japan and uses it in broadcasting his singing and persisting on his blamelessness (Ingram, 2017).
In 2007 Aum Shinrikyo was divided into two groups a group known as Aleph and a group called “Hikari no Wa” (Ingram, 2017). Thus, Aum Shinkyo became designated by many countries as a terrorist association. Among the countries is Japan and North Korea. For instance, in Korea, the commission in charge of examining public security made a public announcement in 2015 in the month of January that the group Aleph along with “Hikari no Wa” group is both branches of religion, which is considered as dangerous (Ingram, 2017). The commission also added that it would continue surveillance on the two groups for three subsequent years.
As a logistical set-up, Aum Shinkyo inspired and is still inspiring acts of terrorism globally. Notably, Aleph which is one of the groups of Aum Shinrikyo is a system based on syncretism belief (Kearns, Conlon & Young, 2014). Aleph draws upon an idiosyncratic understanding of elements by Shoko Asahara regarding ancient Indian Buddhism, Tibetan Buddhism, and Hinduism. The main icon of worship was taken to be Shiva (Kearns, Conlon & Young, 2014). Aleph also incorporates millennialism ideas, which it borrows from the Bible’s Revelation book (Orsini, 2015).
Aleph also borrows from Yoga and Nostradamus writings (Kearns, Conlon & Young, 2014). Aum Shinrikyo’s group Aleph was founded by Chizuo Matsumoto who alleged that he was seeking to reinstate original Buddhism. Thus, in the year 1992, Chizuo Matsumoto started calling himself Shoko Asahara, which became his name (Kearns, Conlon & Young, 2014).
In the same year 1992, Shoko Asahara was able to publish an introductory book where he declared himself to be “Christ.” Furthermore, in the book Shoko Asahara refers to himself as the only master who is fully enlightened and identifies with “God’s Lamb” (Kearns, Conlon & Young, 2014).
Command structure of Aum Shinrikyo
Aum Shinrikyo is known to apply precise methodologies. Furthermore, Aum Shinrikyo has a prearranged study of doctrine which is in harmony with a particular system of learning. For a follower of Aum Shinrikyo to reach another stage, it is expected that the member successfully passes a given exam (Orsini, 2015). The practice of meditation is combined with hypothetical studies.
However, Shoko Asahara emphasized to his followers that hypothetical studies cannot serve any purpose when practical experience is not achieved. Additionally, Shoko Asahara also advised members of Aum Shinrikyo never to try explaining anything if they could not mostly experience it (Orsini, 2015).
Aum Shinrikyo’s followers were grouped into two. The first group was lay practitioners. The lay practitioners are Aum Shin rik yo’s members who live together with their families (Orsini, 2015). A second group is a group of members who lived a lifestyle that is ascetic. In most cases, the second group included individuals who usually live as a group (Orsini, 2015). For any follower to earn the status of an attained member, it was an obligation for the member to meet precise conditions so as to influence senior members to recognize that the member has reached a state of higher spirituality (Orsini, 2015).
For instance, in the stage of Kundalini Yoga a member was required to give a demonstration regarding his or her ability in showing abridged oxygen consumption, modification of electromagnetic activities of the brain, and reduced rate of the heart, which was to be proven by being measured using a corresponding equipment (Richards, 2014). When a member demonstrated all the changes described above, then he or she was considered having entered a higher state referred as Samadhi (Richards, 2014). Thus, a member who has attained Samadhi state was given permission to educate other members.
The purported mission of Shoko Asahara was taking all the sins that people in the world have committed. Shoko Asahara claimed that he had the ability to transfer spiritual power to Aum Shinrikyo’s members (Richards, 2014). Additionally, Shoko Asahara claimed he would ultimately cleanse Aum Shinrikyo’s members’ sins by taking them away. Consequently, scholars view Aum Shinrikyo as an outcome from Japanese Buddhism. The view by scholars influenced how Aum Shinrikyo’s definition and view of itself. Notably, Shoko Asahara made an outline of a prophecy on doomsday that integrated the “World War III” to be prompted by the United States (Richards, 2014).
Leadership of Aum Shinrikyo
Shoko Asahara is known to be the historical leader of Aum Shinrikyo. Furthermore, Shoko Asahara was also the chief of senior operations for Aum Shinrikyo (Sageman, 2014). Shoko Asahara came from a Japanese family that was poor. After realizing a personal enlightenment in religion, Shoko Asahara formed Aum Shinrikyo, a religious cult (Sageman, 2014).
Shoko Asahara had recruited almost 10,000 followers to Aum Shinrikyo during the 1990s. Notably, Shoko Asahara dreamt of being an emperor in Japan. Thus, Shoko Asahara assumed the role of interim commander of Aum Shinrikyo (Sageman, 2014).
Shoko Asahara tried to register Aum Shinrikyo with Japan’s government based on the law of religious corporations known as “Shukyo-hojin-Ho” in 1989 (Shapiro, 2013). The registration was to include benefits such as privileges regarding taxation, rights of owning property as Aum Shinrikyo organization, along with protection from interference by the state and other external bodies (Shapiro, 2013).
Initially, the Japanese government denied permission of registration to Aum Shinrikyo citing a string of complaints raised by families with members practicing the Shukkesha (Shapiro, 2013). Shukkesha refers to a practice where members are demanded to sever all the ties they have with family and ensure they cease communication (Shapiro, 2013).
Aum Shinrikyo gave a response to the Japanese government’s rejection by holding public demonstrations, holding lawsuits, and starting legal appeals to counter the government’s decision. Consequently, in the month of August in the year 1989 Aum Shinrikyo was approved of a legal status (Zúquete, 2015).
Thus, Aum Shinrikyo started a new trend in 1989 of greeting every difficulty that comes their way with vigorous denials accompanied by lawsuits (Zúquete, 2015). Notably, in May of 1989 many parents had hired a lawyer from Yokohama known as Sakamoto Tsutsumi. However, Sakamoto uncovered claims that were faulty arguing that tests had been carried out in Kyoto University revealing that he had a unique DNA in his blood (Zúquete, 2015).
Afterward, Aum Shinrikyo started the practice of blood initiation, which was assumed to increase the spiritual power of an individual though no tests were run (Shapiro, 2013). Later, Sakamoto, his wife along with infant son disappeared. An Aum badge was found indicating that Aum Shinrikyo was involved with the disappearance, but no direct evidence was available to link the group.
Thus, Aum Shinrikyo embraced the accusations as an opportunity of getting publicity. Asahara professed the need for political action in saving the world thus, launching “Shinrito” political party which translates to “Supreme Truth Party” (Shapiro, 2013).
Motivation of Aum Shinrikyo
Aum Shinrikyo is motivated by both general reasons and particular motives. For instance, Tomomitsu Niimi attacked a VX victim at 7 am on the 12th of December in 1994 after Shoko Asahara reported of suspecting the victim of being a spy (Zúquete, 2015). The victim was murdered by being sprinkled on the neck for being a nerve agent. Aum Shinrikyo capitalizes on visions of the millennium along with predictions of the apocalypse in framing its doctrine. Consequently, Aum Shinrikyo is highly prejudiced by Nostradamus work. Notably, Nostradamus work provides a cornerstone to Aum Shinrikyo’s teachings.
Markedly, the followers of Aum Shinrikyo actively recruit students along with professionals working in the medicine field, field of science, field of computers, the engineering field, along with other areas, which are technical. Therefore, the charisma by Shoko Asahara and his messages appeared to have more appeal to a majority of people who felt estranged by the modern society, the secular society and the conformist features of the Society of Japan (Zúquete, 2015).
At the crest of Aum Shinrikyo, it is approximated to be worth over $1.5 billion. Notably, having enormous financial resources, Aum Shinrikyo is motivated to invest its capital in high-technology, laboratories for “state-of-the-art,” and funding Aum’s research. Thus, Aum Shinrikyo can circumvent restrictions, which are associated with large laboratories for corporate research.
Additionally, for Aum Shinrikyo to raise funds, they collect money from donations, followers tithe, and selling of sacred materials. Aum Shinrikyo also conducts seminars along with courses regarding the teachings of the cult where it charges all individuals who are participating in the sessions (Kearns, Conlon & Young, 2014). Furthermore, Aum Shinrikyo diversifies its enterprises through running a string of hotels in Tokyo and a firm for manufacturing computers that assembles and sells computers within Japan using parts traded in from Taiwan.
Aum Shinrikyo is also motivated by the support it gets from a Japanese mafia known as the Yakuza, who provide the group with an agreement for marketing illegal drugs manufactured by Aum Shinrikyo. Aum Shinrikyo is also motivated by cooperation given by community leaders through engaging in greenmail practice, which involves extorting money from community leaders (Kearns, Conlon & Young, 2014).
Aum Shinrikyo extorts money from community leaders through threatening them about establishing Aum Shinrikwo’s branch office or an Aum Shinrikwo’s school in the local community in question. Consequently, Aum Shinrikyo also aims at gaining leverage by engaging in extortion, acts of coercion, engaging in theft along with murder as a way of raising money for the group.
Goals of Aum Shinrikyo
The primary goal of Aum Shinrikyo is to defend the ancient faith by promoting worldwide operations that endorse theologies collected from diverse sources. Furthermore, Aum Shinrikyo also operates on a goal of collapsing dictatorship from western countries and institutions within the Middle East. According to Shoko Asahara, Aum Shinrikyo has the goal of uniting all doctrines and establishing, forcefully a desperate need of the society adhering to rules given by the original Caliphs (Kearns, Conlon & Young, 2014).
For instance, in his religious decree, Shoko Asahara talks of individuals duty globally being leading a holy life through cleaning one’s sins based on the doctrine of Aum Shinrikyo, with Shoko Asahara as the self-proclaimed “Christ”. Furthermore, in the book Shoko Asahara refers to himself as the only master who is fully enlightened and identifies with “God’s Lamb” (Kearns, Conlon & Young, 2014).
The ideology of Aum Shinrikyo is based on an idiosyncratic understanding of elements by Shoko Asahara regarding ancient Indian Buddhism, Tibetan Buddhism, and Hinduism. The main icon of worship was taken to be Shiva (Kearns, Conlon & Young, 2014). Aleph one of the groups of Aum Shinrikyo also incorporates millennialism ideas, which it borrows from the Bible’s Revelation book (Orsini, 2015).
Furthermore, Aleph also borrows from Yoga and Nostradamus writings (Kearns, Conlon & Young, 2014). The ideology is manifested by Tomomitsu Niimi’s willingness to attack and murder a VX victim at 7 am on the 12th of December in 1994 after Shoko Asahara reported of suspecting the victim of being a spy.
Even though most doctrines disagree with almost all thoughts of Shoko Asahara, Aum Shinrikyo is rooted in earning a status (Kearns, Conlon & Young, 2014). For instance, the doctrine of Aum Shinrikyo dictates that in order for any follower to earn the status of an attained member, it is the obligation that member to meet precise conditions so as to influence senior members to recognize that the member has attained a state of higher spirituality (Orsini, 2015).
In one of the stages known as Kundalini Yoga a member was required to give a demonstration regarding his or her ability in showing abridged oxygen consumption, modification of electromagnetic activities of the brain, and reduced rate of the heart, which was to be proven by being measured using a corresponding equipment (Richards, 2014).
Threat posed by Aum Shinrikyo
Aum Shinrikyo poses a number of threats. According to an annual report by the department of state in the United States regarding global terrorism, Aum Shinrikyo is a great threat as it has evolved. Aum Shinrikyo has evolved leading to its current dispersion in the Middle East. The two groups Aleph and a group known as “Hikari no Wa”, which are operationally self-governing affiliates of Aum Shinrikyo are developing to be increasingly aggressive (Kearns, Conlon & Young, 2014).
Furthermore, the affiliates of Aum Shinrikyo in the Middle East use the instability of their regions to their advantage. Moreover, affiliates of Aum Shinrikyo tend to be financially sovereign from the central leadership of Aum Shinrikyo. Notably, affiliates of Aum Shinrikyo raise funds to run their operations from illegal activities such as extorting money from community leaders, acts of coercion, engaging in theft along with murder-kidnapping people and requesting for ransom or fraud of credit cards.
Aum Shinrikyo is also highly active in Japan according to the department of the state of the United States. Compared to all affiliates Aum Shinrikyo in Aleph is the greatest threat to the United States. The head of Aleph in Japan was appointed in 2013 to be the deputy leader of the entire system of Aum Shinrikyo globally (Finn & Momani, 2017). Furthermore, in 2013, acts of terrorism were influenced by sectarian reasons, which present a major threat.
It was also revealed that there was the resurgence in the activities conducted by Iranian security forces along with Iranian intelligence, as the two institutions were linked to primarily supporting Iran for its Assad administration in Syria. Iran also was revealed to have allies in Japan, known as “Hikari no Wa”. “Hikari no Wa” is a renowned terrorist group known for its high-level illegal activities and affiliation to Aum Shinrikyo.
Policies of combating Aum Shinrikyo
There are various policies of combating Aum Shinrikyo. Notably, Aum Shinrikyo is no longer hiding when performing its operations. At the moment Aum Shinrikyo controls its operations mainly from Japan. Thus, America is faced with a great challenge regarding its lifestyle. Aum Shinrikyo constantly fights against the United States with the aim of creating a global caliphate. Consequently, it has been globally recognized that there is need to acknowledge the terrorism problem intensity, and the magnitude required in terms of effort for combating the problem (Eid, 2014).
One of the policies of combating the problem of terrorism is having coordinated regional counterinsurgency operation. Markedly, this policy involves robust efforts of stabilization and combination of diplomatic efforts, political attempts, security endeavors, and informational attempts. The second policy is to end the brutality that averts regional cohorts from fighting Aum Shinrikyo, thus creating space or energy for Aum Shinrikyo to make recruitments and execute its operations.
The third policy is a unification of the private sector with the government in an effort of fighting Aum Shinrikyo. The fourth policy is creating strong partnerships locally as a way of ensuring the stability of governments (Eid, 2014). Notably, a majority of countries have developed less responsiveness to terrorism while others have been overpowered by terrorism through terrorists acquiring and staying on their land.
The main aim of having partnerships is to ensure that Aum Shinrikyo will not reemerge after it has been defeated. The fifth policy is analyzing the position held by key players who notably are within the majority world of Buddhism, Muslims, and Hinduism (Eid, 2014). For instance, partnering with Russia requires careful diplomatic engagement as its presence of forces within Aum Shinrikwo’s territories develops a challenge.
Conclusion
Terrorism is a global problem. For years the problem of terrorism has been shifting from one continent to another. Consequently, it has been established that terrorism is founded on carefully planned structures. Thus, this paper has discussed terrorism foundations by developing a case study of Aum Shinrikyo terrorist group. Aum Shinrikyo is known for dominating its operations within Japan along with the Middle East.
The paper above has revealed that initially, Aum Shinrikyo was a logistical set-up that aimed at defending the ancient faith by promoting worldwide operations that endorse theologies collected from diverse sources. Furthermore, it has come out clearly through the paper above that there are two separate groups of Aum Shinrikyo terrorist group. A group is known as Aleph and a group known as “Hikari no Wa”.
However, the paper has also revealed that Aum Shinrikyo cannot be termed as an organization rather Aum Shinrikyo refers to a doomsday cult whose origin is in Japan. Furthermore, the paper has revealed that activities of Aum Shinrikyo are motivated by both general reasons and specific motives. Thus, Aum Shinrikyo tends to engage in illegal acts as a way of gaining leverage. The illegal acts include engaging in extortion, acts of coercion, engaging in theft along with murder, as a way of raising money for the group.
Finn, M., & Momani, B. (2017). Building foundations for the comparative study of state and non-state terrorism. Critical Studies On Terrorism, 1-25. http://dx.doi.org/10.1080/17539153.2017.1287753.
Ingram, H. (2017). The Strategic Logic of the “Linkage-Based” Approach to Combating Militant Islamist Propaganda: Conceptual and Empirical Foundations. Terrorism And Counter-Terrorism Studies. http://dx.doi.org/10.19165/2017.1.06
Orsini, A. (2015). Are Terrorists Courageous? Micro-Sociology of Extreme Left Terrorism. Studies In Conflict & Terrorism, 38(3), 179-198. http://dx.doi.org/10.1080/1057610x.2014.987593
Shapiro, S. (2013). The Intellectual Foundations of Jewish National Terrorism: Avraham Stern and the Lehi. Terrorism And Political Violence, 25(4), 606-620. http://dx.doi.org/10.1080/09546553.2013.814502
Zúquete, J. (2015). Martin A. Miller.The Foundations of Modern Terrorism: State, Society and the Dynamics of Political Violence. Terrorism And Political Violence, 27(4), 786-788. http://dx.doi.org/10.1080/09546553.2015.1068094
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Background Analysis and insights into media consumption
Fast food industry is one of the most competitive markets as there are several of them across the UK and the world respectively. Every year there are new firms entering the market however the ones that sustain the customers interest are the old ones such as KFC, MacDonald’s, pizza hut among others. Most of the companies are creating marketing campaigns in order to attract new customers, create brand awareness and sustain the interest of the consumer.
Harland Sanders is the founder of Kentucky Fried Chicken; he started this business sixty-five years back. It started as fried chicken restaurant but later started offering other products like grilled and roasted chicken, sandwiches and desserts. The company has opened its branches in other parts of the world where they sell the same products and use the same brand name. The spices used and methods of preparing the chicken is the same all over the world.
KFC is getting competition from all areas; some of the common competitors include, Popeyes Louisiana Kitchen, CHICK-FILA, INC and CAJUN OPERATING COMPANY. Popeyes delicacies comprise of fried chicken and biscuits. They also sell Cajun –style fried chicken and seafood. The company has several branches in twenty-five countries across the globe. They are the biggest competitors of KFC since they offer the same products as the company but what keeps the KFC at the top of the competition is their secret recipe combined with their marketing strategies.
Marketing campaigns mostly include media such as Television, radio and social media. Social media are broken down into various different platforms such as Facebook, instagram, Twitter, Linked in and YouTube which are the most successful ones in our days, with billions of monthly users (Kallas, 2017). KFC’s YouTube channel has more than 270 thousands of subscribers and views of their videos are reaching over million viewers per video on average. YouTube is a source of media that has high reputation over all generations therefore KFC couldn’t be a step back.
Additionally KFC uses platforms that are friendly to young professionals such as deliveroo. Facebook is the biggest social network on the web, both in terms of recognition and total number of users. With nearly 1.8 billion users, Facebook is a great media for connecting people from all over the world and can positively or negatively affect companies (Guide, 2017). Further on another social media that KFC uses is twitter. With twitter short texts can be shared of 140 characters or less with the combination of videos, images, links polls and some other options.
KFC can easily interact with users by mentioning usernames and re-twitting posts. Therefore, twitter is a great way to interact and quickly state your point all around the world (Kallas, 2017). Instagram is another platform that more artistic niches take place and may not be the best fit for every business however KFC advertisements have artistic background therefore instagram is a very good method of promotion. In addition to social media another key media is TV however it is an expensive method of advertisement therefore due to the fact that it attracts different age groups it has an effect on consumers.
KFC can use TV advertisements through Netflix as it is going to interact with the target audience which is young professionals and teenagers. In addition to these, the company also uses print media to market their products, they use the newspapers or magazines to advertise what they offer and their services. The print media is appropriate for those who cannot have time to watch the online adverts and those who cannot access the electronic media.
Media objectives:
Over 40% of the chicken products sales come from the students. The goal of this campaign is to increase the chicken sales by 30 % among the students. The company will reach over 10 million in 200 markets using social media and print media.
The company will launch the campaigns in September with the television at a level of 400 GRPS which is the best level for launching new campaigns. The media campaigns include social media, magazines and newspapers. The company will launch these promotional campaigns in the month of November in all the leading markets.
The use of Facebook as a campaign media helped in gaining more audience since facebook users always use it every day thus increasing the frequency of how much the product is viewed. The company can reach several people with one advert on Facebook thus it lowers the frequency with the audience.
To increase the market share by 10%
In terms of market share, McDonald’s is ahead of KFC in the globe market. A survey on which fast food chain provides the best burger and fries concluded that 34% of the respondents noted that they prefer McDonald’s and 10% choose KFC (Lang, & Heasman 2015). On burgers, KFC was the most preferred choice with 15% followed by McDonald’s at 10%. When it comes to globe market share of the MacDonald’s takes the lead with a market share of 17% followed by KFC with 10.8% (Lang, & Heasman, 2015).
KFC should focus on increasing market share to become a leader in the global market share. The company intends to attract teenagers and young adults who are the main fast food consumers. The marketing campaign should increase market share by 10% to put KFC ahead of McDonald’s and make it the leading fast food company in the globe.
To increase awareness about KFC products on burgers, and fried chicken
KFC must create awareness about products it is offering. Market analysis indicates that Starbucks and McDonalds have managed to make products known around the globe. KFC must generate interest in their products mainly the teenagers and adults. The marketing campaign will focus on creating awareness and improving KFC brand awareness in the globe.
Increasing awareness means that more people will get to know the brand or never forget about it thus customers will be kept informed about new products that are arising the market and products that are already in the menu. This can also help the company through the word of mouth. By keeping the customers informed, this might lead to people talking about the brand and this can positively affect the company.
To create brand loyalty
KFC campaign aims at retaining 80% of the target market. In the past, KFC has employed various media marketing strategies that have increased the market share, but this time the company will also be looking for a way to retain market share. They will heavily rely on using various forms of media to reach this objective. The marketing campaign will focus on showing the customer experience and explaining to customers why they should continue visiting KFC. The marketing campaign will introduce KFC loyalty cards which will be used to reward customers who visit KFC many times.
Target Audience specification:
Target audience are young teens and adults at the age of 16-28. Those people are the ones that grew up in an electronics-filled and increasingly online and socially-networked world. They are the generation that has received the most marketing attack/attention from huge firms, medium and small ones (Anon, 2017). In addition to that young adults-professionals and teenagers spend a lot of time during the day on social media and online platforms such as Netflix and thus KFC would have the ability to sustain the interest and attract the attention of them.
Further to that young generation depend on social media because it’s their communication method, and also it’s the place where they share their opinions, posts and pictures about everyday life. However, young generation receives every day huge amount of advertisement on social media therefore KFCs advertisement has to be considered as friendly and enjoyable by the young generation in order to take it into consideration.
The target audience are mostly female non- vegetarian who have money to spend on our delicacies. Most of these people are working and may not have time to prepare meals at home. They are people who mostly dwell in the urban centres and families who may sometimes decide to go out for a treat. Another target group is that f students who mostly buy lunch from restaurants since they are not in a position to make their lunch due to little time or lack of interest.
Media mix and supporting rationale:
Media mix uses various communication channels to achieve the marketing objectives. Using a combination of media channels enables accompany to effectively communicate products. An effective media mix ensures that the right message gets to the right audience (Babin, & Zikmund, 2015). In marketing, a company identifies the target market. For instance, the main strategy audience for KFC is the young adults and teenagers. It is important to use media mix to ensure that the company reaches a maximum number of the target market.
An effective marketing mix aligns with buying stage of the consumers. Once a company creates rawness of products it must convince consumers to make the buying decision. For instance, KFC can create awareness by placing an advert on movies but can further influence the buying decision by providing detailed information about products in the fast food magazines.
The main media channel that KFC will use is placing advertisements on various Netflix movies. The channels will be used to reach global consumer since Netflix is online television that is watched by consumers around the globe. KFC will use social media to market products. The company will establish interactive shows on YouTube to provide young people with an opportunity to ask questions about the products. The company will increase presence on social media platforms such as Facebook, and Twitter. It will use fun video and photos to attract young people to read posts about the company and attract many people to like the pages as well. The social media will be an effective way of reaching out to young adults and teenagers. Research indicates that young adults and teenagers are likely to access the social media at least once per day (Babin, & Zikmund, 2015).
. The company can further use mobile phones to text young people and communicate with them directly on announcement and offers. Research indicates that the young people like texting hence the company can use texts to further influence the purchasing decisions of the young adults and teenager (Pelsmacker, & Kitchen, 2014). The use of print media like the magazines and the newspapers will also attract the customers to the restaurant.
These types of media were selected since they were the best that could fit the company’s requirement. Television is effective since many people can access it and it can also make also help in creating awareness among the target group and lure them into buying the products. The print media like the magazines are appealing to the eye and thus can attract people to read it hence make the target group learn more about KFC and visit the restaurant.
The magazines also give reasons why the people should try the products and this arouses their interest in buying the products. Social media is a platform used by many people therefore the company will be in a position to reach several people at the same time. Through likes from the available customers and their positive comments, the target group will have the urge to have a taste of what the others are praising thus increasing the customers hence increase in revenue.
Media schedule:
Scheduling is used to show the patterns of time in which advertisements will run. Scheduling is used to allocate time slots to ensure that an advertisement reaches the target audience. There are three main models of scheduling that are used in advertising continuity, flighting and pulsing. Continuity model is used for advertisements that run throughout the year (Licciardello, 2013). The flighting model advertises products in intervals. For instance, advertisements activities are increased during the season that the demand for the products is increasing.
The pulsing model employs the continuity and flighting schedule aspects. KFC will make use of the pulsing model. It will use heavy advertisement during the peak period. KFC will make use of heavy advertisements such as placing adverts on movies during peak periods such as festive period but also use social media and high school media to advertise products through the year.
In Addition to that the advertisement on Netflix will also be played at the KFCs website after a few weeks’ time. It has been decided to exclude August from the time table as it is a holiday period for most of the people plus students therefore the respond during that period would have been low. The adverts will be launched in September when the students resume school since they comprise of the largest population among the target groups.
Timeline
Activity Time Frequency
Launching of television campaigns September-December 2017 Weekly
Launching of internet ads January- February 2018 Daily
Launching of newspaper ads March 2018 Weekly
Magazine Launching April 2018 Monthly
Media
Time
Duration/Space
Frequency
Adverting on Netflix
Summer Period (June and September). Fast food thrive during summer period
The advertisement will run for one minutes
The advertisements should run in all popular shows.
Festive period (December) Festive periods cause a decline in fast food sales hence it is important to advertise to attract more customers during festive periods.
One minute advertisements
The advertisements should appear on every commercial break.
High School Advertisements
May-June during football season
Whole Day
KFC will interact with students and hand them flyers throughout the day.
High School and College publications
January-December
One page
Once per month.
Social Media
January-December
Update social media pages everyday.
Social Media (Youtube)
October
Once a post and keep uploading youtube video to social media such us Facebook.
KFC website
After the end of the Netflix TV ad.
Main page of the website.
Free- and can be used to remind the customers about the advertisement.
Media Schedule Time Table
September
October
November
Media
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
Netflix
High School Advertisements
High School and College publications
Social Media( YouTube ad)
Video of the ad on KFC website
Social Media
December
January
February
March
W13
W14
W15
W16
W17
W18
W19
W20
W21
W22
W23
W24
W25
W26
W27
W28
April
May
June
July
W29
W30
W31
W32
W33
W34
W35
W36
W37
W38
W39
W40
W41
W42
W43
W44
Budget allocation:
The company will mainly use three channels of advertising the social media, supporting high school football and advertising on Netflix. The estimated average cost of advertising using the Twitter is 2325 British Pound per month, and Facebook is 1940. British Pound per month (Percy, 2015). The average price of advertising on Netflix is 270 pounds per advertisement. However, the costs of advertising on Netflix will vary depending on the duration of time the advertisements will take place and on the shows that the company chooses. The budget allocations are indicated in the table below
Media
Estimated Costs
Advertising on Netflix ( placing advertisements in popular shows and advertisements run for 1 minute)
£90,000,000
Social media
£51180
Supporting High school football
£450,000
Other advertisements such as putting flyers in high school and colleges and advertising on high school and college publications
£61,200
Total
£111507,380
The company estimates that the average cost of advertising on Netflix is 270 pounds per advertisement. The company plans to introduce advertisement that will run for one minute and the advertisement will be played on the most popular shows such as The House of Cards. The company has budgeted 9million pounds to run advertisements. The estimated cost of advertising on Facebook and Twitter per month is 4255 pounds. Since it will run for 10 weeks and the total cost is 51180 pounds. The company intends to contribute 450thousand pounds to support high school football.
Media Evaluation:
Media evaluation determines the effectiveness of the media tools that are used by a company. Media evaluation determines if the media that was used to communicate the message was effective in getting the message to the target audience. KFC will make use qualitative and quantitative media evaluation to measures the effectiveness of campaign (Christensen, 2015).
KFC is the biggest chicken company in the whole world; this is as a result of the consumers’ satisfaction and hence came back for more goods from the restaurant. The employees are also satisfied with their jobs because they get good salaries. The employees should be made happy since it results in better performance and productivity among them. The company also considers corporate social responsibility to the community; this has also resulted to the company’s success.
References:
Anon. 2017. What is Millennials (Millennial generation)? – Definition
The most painful event in life is when one loses someone close to them. The people they shared memories with both good and bad. The extent of the hurt often does depend on the situation that they find their loving members. There is a huge difference between a person who dies suddenly and one whom the family members watch while he slowly fades makind end of life care a sentimental factor. The situation also does worsen when the family handles the responsibility of caring for their loved ones as they approach the end of their life. One gets to see the strong personality of their loved one that they cherish fade away replaced by pain (Gillan et al., 2014, p.332).
In the dying father and child image, the children are present, and they get to witness the death of their parent. It is a sad event and something that may end up leaving them traumatized or scarred for life. In the picture, one can see one of the children covering their eyes is inferred to mean that they do not want to see their father pass away or they are crying. Tears are a means of expressing our sadness especially in a dreadful situation like death (Murphy 2016 et al., p.254).
It is globally accepted that we will all die at one point in our lives, but no one is ready to see death approach especially when they are not ready (Rowland et al., 2016). As illustrated in the picture, the father is receiving home care as he nears his death. The aspect of patients being taken care of at home arises from two aspects either the hospital has done all they can and informed the patients who decide to spend their last days at home. The second reason deals with the lack of finances, where the family cannot afford to have their patient admitted in the hospital (Tong et al., 2014, p.915).
The family is better placed to understand what their suffering member requires as they near their death from an emotional and spiritual perspective. The emotional perspective is more important to the passing member as they need to feel that someone cares about them. The care they receive solidifies the concept that their lives were worthy in the long run. This is the reason that most members gravitate to their families as they approach their end days (Davies et al., 2014, p.919).
The care is given to the patient often takes different forms depending on their state of mind and disease. In the case of members suffering from chronic diseases like cancer, the pain is often reflected in their eyes and weary bodies. The family members need to assist their loved ones with the help of the medical practitioner to aid the person spend their last days being as comfortable as possible. The aspect of treatment and euthanasia does come into play when discussing the end life care (Wilson, 2013, p. 504).
At times the treatment of people with chronic diseases becomes very expensive to the point that they decide to stop the treatment to save their families the burden of incurring a huge debt (Mathers et al., 2013, p.206). Does the family have a role to play in altering the decision made by the suffering member?
According to the Australian medical health system, the family members have a minimal role in altering the decision of the patient in the case they are still capable of making a sound decision. Despite, this they can discuss with the family member and convince them of continuing with the treatment if they have the finances (Visser, Deliens, and Houttekier, 2014, p.604).
Based on Ewing et al., 2014, p.248, the nursing team has the responsibility from the moral and legal perspective of discussing with the patients the decisions they are to undertake. Once the patient has made their decision, their role comes to an end. Some of the responsibilities that they undertake based on this context are; offering the family members and the patient advice on the treatment available, the cost and what they consider the best option.
The second scenario inferred from the picture focuses on elevating the suffering of both the dying father and the children is euthanasia also referred to as assisted dying. According to Quinlan (2016), euthanasia refers to the intentionally ending the life of a person with the aim of relieving them from the pain that they are undergoing. This is often encouraged in situations where the person is suffering from a chronic and painful disease or is in a coma that is irreversible.
From the legal perspective, the states of New South Wales and Victoria are moving towards drafting legislation that permits euthanasia for Australian citizens (Teno et al., 2013, p.470). The condition stimulated to allow euthanasia is when the patient is suffering an incurable disease that will necessitate them to terminate their life. The decision to give the go ahead for euthanasia lies with the family members and the patients as long as they are above the age of 25 years. Also, the family member at the end of their life needs to have a sound mind at the point of deciding (Morton et al., 2017).
In the case of the dying father and child picture, the love and pain are evident in the way they have gathered around the father. The children love their father and are very young to witness the end of his life. Traumatic events like death often inhibit the effective development of people especially children (Berg, 2014).
Based on the picture the children are very young most of them are below the age of 15 a clear sign that their brain is still developing. I am certain that it is not right but in this case, it is not fair for them to witness such immense suffering of someone they love dearly. Euthanasia would have been a better way to end the pain that they are all experiencing. In this case, the father should have decided to decide to save the elder family member from experiencing any guilt from the incident (Anaf, 2017).
Conclusion
The end of life care is important to the person seeing their life fade away. Most prefer to spend their last days with their families to stay in the hospital. The picture that guides the reflective essay displays this concept. The love and care given by the members enable them to feel comforted as they prepare themselves psychologically for their departure. The end of life care takes different forms as discussed in the essay it can be through euthanasia, hospitalization or home care. One of the common denominators in all the three forms is the advice of the medical practitioner.
Berg, L., Rostila, M., Saarela, J., & Hjern, A. (2014). Parental death during childhood and subsequent school performance. Pediatrics, peds-2013.
Davies, N., Maio, L., Rait, G., & Life, S. (2014). Quality end-of-life cares for dementia: What have family carers told us so far? A narrative synthesis. Palliative medicine, 28(7), 919-930.
Ewing, G., Grande, G., & National Association for Hospice at Home. (2013). Development of a Carer Support Needs Assessment Tool (CSNAT) for end-of-life care practice at home: a qualitative study. Palliative Medicine, 27(3), 244-256.
Gillan, P. C., van der Riet, P. J., & Jeong, S. (2014). End of life care education, past and present: A review of the literature. Nurse Education Today, 34(3), 331-342.
Mathers, S. (2013). End of Life Care in Progressive Neurological Disease: Australia. In End of Life Care in Neurological Disease (pp. 205-212). Springer London.
Morton, P. G., Fontaine, D., Hudak, C. M., & Gallo, B. M. (2017). Critical care nursing: a holistic approach. Lippincott Williams & Wilkins.
Murphy, B. J. (2016). Voluntary euthanasia laws in Australia: are we really better off dead?. The Medical Journal of Australia, 205(6), 254-255.
Quinlan, M. (2016). “Such is Life”: Euthanasia and capital punishment in Australia: consistency or contradiction?. Solidarity: The Journal of Catholic Social Thought and Secular Ethics, 6(1), 6.
Rowland, C., Hanratty, B., van den Berg, B., Pilling, M., & Grande, G. (2016). Valuing friends’ and family support for end of life cancer care: A national study of the economic costs of informal care giving. Palliative Medicine, 30(6), NP34.
Teno, J. M., Gozalo, P. L., Bynum, J. P., Leland, N. E., Miller, S. C., Morden, N. E., … & Mor, V. (2013). Change in end-of-life care for Medicare beneficiaries: site of death, place of care, and health care transitions in 2000, 2005, and 2009. Jama, 309(5), 470-477.
Tong, A., Cheung, K. L., Nair, S. S., Tamura, M. K., Craig, J. C., & Winkelmayer, W. C. (2014). Thematic synthesis of qualitative studies on patient and caregiver perspectives on end-of-life care in CKD. American Journal of Kidney Diseases, 63(6), 913-927.
Visser, M., Deliens, L., & Houttekier, D. (2014). Physician-related barriers to communication and patient-and family-centred decision-making towards the end of life in intensive care: a systematic review. Critical Care, 18(6), 604.
Wilson, D. M., Cohen, J., Deliens, L., Hewitt, J. A., & Houttekier, D. (2013). The preferred place of last days: results of a representative population-based public survey. Journal of Palliative Medicine, 16(5), 502-508.
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I have had the opportunity to experience two sets of learning that have been pertinent in enhancing not only my academic but also my personal growth. They are distance accessible and face to face courses. The distance accessible courses provided me with the chance to interact with other students via virtual means who are taking similar courses. This widened my circle of academic knowledge as I managed to share my knowledge with students from different countries.
Secondly, it is more affordable an aspect that enabled me to save a lot of money. Lastly, I was a working student and distance accessible courses introduced flexibility as I could easily fit the courses within my schedule. On the other hand, the face to face courses are important as they enhanced my socialization skills as I got to interact with my fellow students and teachers. I admired the way the teachers could motivate each of us in our way to make sure we were able to achieve our full potential.
According to Bain (2004), “They do not teach a class. They teach a student” (p.143). In my case, the instructors presented the lectures in an interactive way where we as the students were actively involved in class discussions. Also, the instructors were cordial and had an open door policy. They allowed students to approach them with any challenges that they faced in their academics.
Benner et al. (2010), “focus on covering decontextualized knowledge to an emphasis on teaching for sense” (p.89). Based on this my instructors approached content analysis by dividing the class into groups of five people based on our strengths and weaknesses. This was done at the beginning of the semester to enable us to help each other in tackling difficult topics. Also, the instructors offered private tuition to weak students who were ready to seek help.
According to Boyer (1990), “Teaching is also a dynamic endeavor involving all analogies, metaphors, and images that build bridges between the teachers’ understanding and the student’s learning” (p. 23). The techniques used by my instructors include group discussions, imagery, virtual learning, engaging class interactions, question and answer session that sparked creativity.
I have learned as can be seen in this personal reflection from Benner, Bain, and Boyer that teaching is an inclusive process that requires the use of creative methods to foster student learning. For me to be present for my students, I plan to incorporate imagery in my presentations to encourage learning, make the class more interactive, focus on sharing life advice that does complement the content I am teaching. This personal reflection highlights just but a few of the learning outcomes that I have received and will use in my career growth.
REFERENCES
Bain, K. (2004). What the best college professors do. Harvard University.
Benner, P. Sutphen, M., Leonard, V., & Day, L. (2010). Educating nurses: A call for radical transformation. The Carnegie Foundation for the Advancement of Teaching.
According to Date, et al., (2015) organizing function plays a vital role in ensuring the interpretation of the plans for the employees. The organizing function does dictate the form of leadership that the organization will employ to ensure that the employees are motivated to work towards the achievement of the goals. Finally, the controlling function comes into play to ensure that the plans are implemented and in the case of deviation corrective measures are employed as indicated in the plan. The paper will focus on the implementation of the organizing, leadership and be controlling aspects of the P-O-L-C model in the evaluation of the Galaxy Toys Inc. production of MMTJE1 toys.
Galaxy Toys Inc Goals
The first goal that Yu should focus on is putting in place measures that will make sure that the prototype toy trials are completed and approved by the quality control by 31st October 2017 (Galaxy Toys Inc., 2017). The first goal will set the baseline for the implementation of the other goals. The first task to be carried out is the advertisement, interviewing, employment and the training of the new employees. The employees that are needed by Galaxy Toys incorporation are a computer expert and an IT person who will play a major role in utilizing the 3D machine operator in the prototype toy trials.
The second goal deals with commencing the production of MMJTEI toys by January 2018 (Galaxy Toys Inc., 2017). The first task that will be carried out is ensuring that the organizational structure is created and shared by all the members. The second tasks deal with identifying the people who will be in charge of the production process to ensure the production process will meet the set completion deadline.
The third goal involves ensuring that each plant does produce a total of 375,000 toys (Galaxy Toys Inc., 2017). The first task deals with setting the daily production targets. The second task deals with introducing multiple shifts to make sure the employees have the energy to continue production. The third task deals with ensuring that there is constant supervision of the employees.
The fourth task deals with ensuring that the infrastructure required to facilitate the production is set in place. For example, there should be a backup generator to power up the plant in case electricity is not present. Lastly, the management should introduce incentives to motivate the employees to work toward achieving the 31st May 2018 production date.
The last goal deals with ensuring that the shipment of the toys to the customers starts in June 2018 (Galaxy Toys Inc., 2017). The first task is making sure that the toys are properly packaged and labeled. The second task deals with tallying the orders with their suppliers to ensure that the correct amount of toys are delivered to their retailers and wholesalers. The third task deals with making sure that they have the infrastructure to deliver the toys to their distributors. The fourth task deals with carrying out intensive marketing to ensure that the customers are not only aware of the availability of the products but also the set prices. The last task deals with documenting the products that are leaving the warehouse and labeling the destination point on the boxes.
The last goal deals with ensuring that the shipment of the toys to the customers starts in June 2018 (Galaxy Toys Inc., 2017). The first task is making sure that the toys are properly packaged and labeled. The second task deals with tallying the orders with their suppliers to ensure that the correct amount of toys are delivered to their retailers and wholesalers. The third task deals with making sure that they have the infrastructure to deliver the toys to their distributors. The fourth task deals with carrying out intensive marketing to ensure that the customers are not only aware of the availability of the products but also the set prices. The last task deals with documenting the products that are leaving the warehouse and labeling the destination point on the boxes.
The moral decline at Galaxy Toys incorporation can be attributed to the introduction of the 3D machine printer that did increase the speed of toy production. The printer is accurate and has reduced the time taken in the toy production process. The aspect has instilled fear among the workers that they will end up losing their jobs to the technology that was being introduced (Galaxy Toys Inc., 2017).
The decrease in employee motivation is as a result of the change introduced in the organization can lead to the delay in the production dates which will affect the achievement of the set objectives and goals. Also, it can give rise to an increase in employee turnover or absenteeism, which will impact the success of Galaxy Toys inc in the industry (Beckmann, 2012) negatively.
The management needs to hire more employees to deal with the employee shortage in various areas of the plant. Hiring new personnel does increase efficiency and the injection of new skills that are essential in improving the production process at Galaxy Toys Inc. Secondly, the company needs to invest in the training of the employees. Equipping employees with new skills increases their confidence in operating the 3D machinery which goes a long way to increase the production process.
Disparities in Health Outcomes Between India and China
Disparities in Health Outcomes Between India and China
Disparities in Health Outcomes Between India and China
Introduction
There are significant health disparities between India and China as well as within their populations. At the end of World War I, health outcomes of both China and India were almost comparable. However, the health system of China improved more tremendously than that of India roughly thirty years after the war. The health progress in India thirty years ago is surprisingly better than that of China despite the fact that India is still one of the countries of the world whose economy is highly impacted by the problem of food insecurity (Yip and Mahal, 2008). Ideally, India and China have had varied experiences in health outcomes in the last 50 years
Variations in Health Outcomes between China and India
In the last 50 years, China and India have experienced significant differences in life expectancy rates as well as in rates of parasitic and infectious diseases. The most important measure of life expectancy is infant mortality, while the measure of infectious disease burden is adjustments in life years among the population (Bardhan, 2008). Since the early 1970s, India has been experiencing lower life expectancy, as evidenced by higher infant mortality rates, than China (Kanjilal, Mazumdar, Mukherjee and Rahman, 2010).
By the year 2000, the rate of deaths among children aged five years and below was 46 percent in India and only 8 percent in China. These are deaths that resulted from children who are born if they are underweight (Bardhan, 2008). According to Yip and Mahal (2008), the burden of infectious diseases in India is higher than that of China. Considering these variations, the health care systems of both India and China can only perform effectively if appropriate actions are taken to improve health outcomes about life expectancy and burden of parasitic and infectious diseases.
Reasons Behind the Health Outcome Disparities Between India and China
The two leading causes of health outcome disparities between India and China are variations in health literacy and implementation of public health policies. According to Yip and Mahal (2008), India has been experiencing low life expectancy over the years because of limited health literacy among its population. Yip and Mahal (2008) further assert that the health literacy level in India at the moment is far much lower than it was in China more than ten years ago.
Due to limited health literacy among Indian population, families cannot implement basic health promotion strategies such as proper nutrition and home hygiene practices. The overall impact is an increased burden of infectious diseases coupled with high infant mortality rates in the country (Ma and Neeraj, 2008).
Furthermore, the Chinese government is more committed than the Indian government at funding public health projects that are aimed at improving health outcomes of its population. Over the past fifty years, life expectancy in China has been increasing rapidly from approximately 39 percent to about 68 percent (Tang, Meng, Chen, Bekedam, Evana, and Whitehead, 2008). This has occurred due to the effort made by the Chinese government to support the implementation of public health policies.
The most recognizable initiative that was widely supported by the government is the Health China 2020, which was meant to address the problem of social inequality in health care and to improve the Chinese health care (Tang et al., 2008). Conversely, India is suffering from inadequate public health support accompanied by significant disparities in the country’s health care system.
Consequently, poor implementation of public health policies in India is attributed to the higher mortality rates and burden of infectious diseases in India than in China (Mukherjee, Haddad and Narayana, 2011). Despite these differences, health outcomes of both India and China are greatly impacted by social and health care disparities in the two countries (Balarajan, Selvaraj, and Subramanian, 2011; & World Health Organization, 2005).
Comparison of Health Outcomes in Kerala and India
Kerala state is located in India towards the southern regions of the country. Surprisingly, the health outcomes of Kerala state are better than those of other parts of India, and this is evidenced by variations in both health and social indicators. As Mukherjee, Haddad and Narayana, (2011) explain, Kerala has experienced high life expectancy rates as well as reduced burden of infectious diseases in the last half century. Kerala became a “model India State” because of exhibiting a demographic health pattern that matches those of developed countries like the United States.
The main reasons for improved health outcomes in Kerala are educational equality, increased access to primary health care, and effective implementation of public health policies (Mukherjee, Haddad and Narayana, 2011). Educational equality in Kerala state contributes to an increase in health care literacy among the state’s population.
Furthermore, effective implementation of public health policies in the region has greatly improved the quality of care offered by health care organizations, and this translates into high life expectancy rates and reduced burden of infectious diseases (Mukherjee, Haddad and Narayana, 2011).
Conclusion
India and China are among countries of the world that are currently experiencing almost similar rates of economic growth. However, the two nations have experienced different health outcomes in the last fifty years. The main reasons behind variations in health outcomes between China and India are differences in health literacy levels and implementation of health care policy between the two countries. Although Kerala is a state in India, its health outcomes differ considerably from the rest of India.
References
Balarajan, Y., Selvaraj, S. & Subramanian, S. V. (2011). Health care and equity in India. Lancet, 377(9764): 505-515.
Kanjilal, B., Mazumdar, P., Mukherjee, M. & Rahman, M. (2010). Nutritional status of children in India: Household socio-economic condition as the contextual determinant. International Journal for Equity in Health, 9(1): 19-31.
Ma, S. & Neeraj, S. (2008). A comparison of the health systems in China and India. Santa Monice, CA: RAND Corporation.
Mukherjee, S., Haddad, S. & Narayana, D. (2011). Social class related inequalities in household health expenditure and economic burden: Evidence from Kerala, South India. International Journal for Equity in Health, 10(1):1-13.
Tang, S., Meng, Q., Chen, L., Bekedam, H., Evana, T. & Whitehead, M. (2008). Tackling the challenges to health equity in China. Lancet, 372(9648): 1493-1501.
Rapid demographic changes in today’s society require health care professionals to deliver care that demonstrates respect to patients’ diverse beliefs, preferences, and values. By providing culturally responsive care, health care practitioners help to promote improved health outcome for patients and encourage sufficient use of resources by their employing organizations.
In their effort to deliver culturally sensitive care, therapists must be able to differentiate cultural differences from other related client characteristics that may have an impact on patient outcomes (Saha, Beach, and Cooper, 2008).
In the given case study, the physical therapist should take cultural, physical, cognitive, communicative, and environmental factors into consideration in working with Hernando Gonzales in a home care situation. The cultural factors that should be taken into account include age, nationality, gender, marital status, religion, ethnicity, and beliefs about health.
The therapist should understand that Mr. Gonzales is a 63-year old Mexican male who is currently a widower. Also, Mr. Gonzales goes to church regularly, and being a Catholic; he believes that God is the provider of strength. Furthermore, the therapist should consider the fact that Mr. Gonzales may want to use many herbs in the course of therapy (Saha, Beach, and Cooper, 2008).
The physical factor that the therapist should consider is that Mr. Gonzales once had a partial knee replacement and he still needs assistance with activities of daily living, despite the fact that he has made good physical recovery since he had an accident. The cognitive, communicative, and environmental factors that the therapist needs to consider include; reduced mental functioning as a result of traumatic brain injury, limited spoken English, and limited social support in Maria’s house respectively (Saha, Beach, and Cooper, 2008).
Lack of cultural competence by the therapist may make him or her to confuse cultural variations with other physical, communicative, environmental, and cognitive characteristics in this case. For instance, if the therapist is not culturally competent, he or she may think that Mr. Gonzales reactions due to influence from cognitive problems and environmental factors are as a result of cultural beliefs and values (Santisteban, Mena, and Abalo, 2012).
Furthermore, the therapist may think that Mr. Gonzales’ incapacities to speak fluent English and to carry out his physical activities normally are as a result of cultural influence. It is important to differentiate cultural differences from those related to the client’s other characteristics because positive health outcomes for the patient largely depend on the therapist’s ability to deliver culturally sensitive care (Sue, Zane, Hall, and Berger, 2009).
Cultural competence solutions
The therapist should make adjustments in both assessment and intervention based on Mr. Gonzales’ cultural, cognitive, and linguistic backgrounds. Since the therapist does not speak fluent Spanish, he or she should consider using a translator to help Mr. Gonzales to understand any information that may be presented in English during the assessment. Also, the therapist should use a cultural broker to help reduce cultural-related conflicts that may arise during the assessment (Sue et al., 2009).
Furthermore, the therapist should approach Mr. Gonzales with a lot of humility because he currently has traumatic brain injury. Again, he or she should recommend interventions that Mr. Gonzales can easily implement, bearing in mind that he has some form of physical inability and limited family support in Maria’s house (Saha, Beach, and Cooper, 2008).
The therapist can enlist the help of Mr. Gonzales’ family to facilitate therapy in two different ways. First, the therapist can advise the family on the types of social support that they should give Mr. Gonzales to promote quick recovery. Second, the therapist can help Mr. Gonzales’ family to identify the most appropriate forms of physical support that are necessary to promote positive health outcomes for him (Santisteban, Mena, and Abalo, 2012).
References
Saha, S., Beach, M. C., & Cooper, L. A. (2008). Patient centeredness, cultural competence, and health care quality. Journal of the National Medical Association, 100(11): 1275-1285.
Santisteban, D. A., Mena, M. & Abalo, C. (2012). Bridging diversity and family systems: Culturally informed and flexible family based treatment for Hispanic adolescents. Couple and Family Psychology, 2(4): 246-263. doi: 10.1037/cfp0000013
