Netflix 2010 Case Study free essay sample

How strong are the competitive forces in the movie rental marketplace? Do a five-forces analysis to support your answer. Five Forces Analysis of Movie Industry Rental: Rivalry among competing movie rental: The movie rental industry is intensely competitive and will continue to be in the future. The rivalry between the competitors is to strategize to set them apart from one another. Some marketing maneuvers are prices for rentals, instant DVD’s, promotional products, and its reputation. Netflix, blockbuster, iTunes, Hulu, and many more are among the competitors. They send Blockbuster, Movie gallery and its associated stores to bankruptcy and it even ended with companies closing doors for good. Google announced their abilities of Google TV. This let households combine their regular TV experience while accessing music, videos, and photos anywhere on the internet. Hulu who was owned by NBC Universal was also a free online video service that offered TV shows, movies from a few cable networks and movie studios. We will write a custom essay sample on Netflix 2010 Case Study or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Also offering a larger library as Netflix offered it customers by purchasing plans. The concept was based on promoting â€Å"TV everywhere†, having such devices ad iPad, iPod, or smartphones with wifi capability you could watch TV practically anywhere. Changes in 2009 technology required all TV stations to use digital technology. Promotion is very important between these rivals when you are trying to promote in a highly competitive environment. For instance, Netflix free trials that the company took to make a new tactics paid off for the company. Redbox and Blockbuster put kiosks at every street corner that you could think of to attract customers. Price is one of the biggest attractions that a company has to bring consumers to its company. A way that Netflix brought that was giving potential customers 30 day free trials of instant shows, movies, as well as DVD’s shipped to your front door. This gave customers a feel of what Netflix was offering and gave them 30 days to see if they wanted to continue a membership with more offerings than the trial had t o offer. They had trials of 4. 99 subscriptions for a limited time to bring in customers. This also led the company to the fore front of the rental industry. Redbox charge $1 for a day of DVD rentals. * Hulu a free movie and cable network online video service. They had the concept of watching cable anywhere. Hulu consisted of t networks popular shows and movies you could watch anywhere from your came systems, iPods, iPad, or smartphones. They also offered customers the option of purchasing a plan where you could reach a larger library as Netflix offered. * Redbox gave customers the option to rent DVD’s got $1 from kiosks at different areas in your city. They were placed by supermarkets, gas stations, and retail stores such as CVS, Walgreens, and Wal-Mart. Blockbuster also had a kiosk around different areas as Redbox did. * Netflix gave companies a run for their money. They made stationary movie rental stores to go bankruptcy or go out of business. * Video on Demand has started to increase as well. Watching movies over the internet instantly to any internet ready computer, gaming console, and wifi enabled televisions. This increased competition between Redbox and Blockbuster which will presumably take away from their plans and they will soon have to market a new plan. Conclusion: The movie rental industry is intensely competitive and will continue to be over the next couple of years. Video on Demand will be a bigger household name going over its competitors. Netflix and Google offering â€Å"TV everywhere† have already shown that people prefer the online streaming. Thus putting end to retail rental stores such as Blockbuster, Movie Gallery, and its associated store that closed its doors. Threat of new competition: In mid 2010, N etflix marketed a plan that would take them to the top movie rental industry. They made it very difficult for any new entry to enter into the r movie rental industry. Netflix especially made it had to surpass them in the online subscription. They built and are continuing to build a comprehensive library and maintaining relationships with entertainment video producers. Netflix entered agreements with Universal Studios, Twentieth Century Fox, Warner Bros, and more to expand and broader its ability to stream movies and TV episodes. Video on demand streaming movies directly to your in-home device has become and will become the fast growing movie rental segment. With these barriers being high it makes the competitive entry somewhat low because the industry continues to grow. It has become more and more attractive to its loyal customers and potential customers * Netflix, Redbox, Blockbuster are households names. They have attracted and attached their brands to make it difficult for people to move into the industry. * An important factor for new entrants into the mov ie industry would be brand recognition. Many suppliers or distributors make it harder for new entrants to come into the marketplace. Most of the time they are putting their own capital up, or have a great marketing plan to build it clientele. * Customer loyalty will be a slow process considering the competition has a great amount of cost to be put up. * Government agencies can limit or stop the entry of new companies in the movie rental industry. The government controls the entry not just for cable but for telecommunications, electric and electric utilities, radio and television broadcasts. * New entrants may face a harder time when they enter the market because its well competitors with a loyal customer base may use incumbents against them. They may use price cuts with its movie rentals, increase advertising, new improvement of its services and products, also launch legal attacks to prevent building a new clientele Conclusion: VOD or video on demand is now and will be the fast growing streaming movie segment to come. Netflix has the made the competition even harder and the competition is high. They have higher brand recognition and will make it harder for other companies to come close unless they market and have a lot of capital in order to enter the market. Bargaining Power of Suppliers in Movie Rental: Movie suppliers bargaining power is a competitive pressure in the movie rental industry that they are supplying. Movie suppliers who supply to Netflix and its other competitors may charge premium prices. This reason is why the rivals continue to raise prices in order to meet the prices of their suppliers. The only way that Netflix, Blockbuster, Redbox, and etc will survive is if movies suppliers because they make prices for their DVD’s. Movie suppliers have pricing leverage over these companies. They have the authority to make release dates for their products. Movie suppliers have the upper hand against these rival companies because they can choose a pattern of competition within the marketplace. In the end result, the rivals should face the facts that they will be paying higher prices to be supplied the necessary product. All these rivals want to keep their library growing to meet the needs of its current customer and potential customers and to always be in the fore front of the competition. * Conclusion: Movie suppliers have the upper hand in the bargaining power. They choose when, what, and how they distribute to these rivals. However, since Netflix has a better brand recognition it shouldn’t be too hard for them to be the first that these retailers sale to. Bargaining Power of Customers Movie Rental: Customers will continuously use online streaming and video on demand. This is why rates are going up because customers are so comfortable with the situation that they are in. Thus they will pay more if the companies were to increase. Netflix customers enjoy the video on demand with their favorite television shows and movies. Customers also can switch between rivals for lower prices, which can negotiate leverage between them and they suppliers. Switching between can easily encourage them to change plans and prices to fit the consumers. Netflix picked up on the weak strategy that other movie competitors lacked from. They made sure that there were enough DVD’s to supply people with. In-store DVD’s usually sold out of DVD’s and had upset customers. Netflix informed customers about the purchase of their DVD’s. You had no limit to turn them back in. In-store movie rentals you usually had 1, 3, or 5 days to return you DVD’s. Netflix marketed its plan on website, mail, and commercial ads. Substitutes in Movie Rental Industry: Substitutes that are readily available would be premium movie channels. These would include Starz, Encore, HBO, and Showtime. These cable channels are available through cable and satellite providers. * Movie theaters are still grossing profit through new released movies. People still want to have that movie theater experience. You want to catch movies in HD, 3D, and IMAX to experience new movies. * Consumers also want to buy movies just to have them on hand. You can buy these at various retail stores such as (dollar store, supermarkets, Wal-mart, K-mart, Target, Best Buy, and other retailers. The movie rental industry should not forget that substitutes are always available. In some cases they are by far more available than their products may. Some customers would well off buy DVDs, watching movies, or watching premium channels than streaming or renting DVDs. There are plenty of substitutes so companies should always be reminded of that. Conclusion of Five Forces Analysis The competition in the industry of movie rental is strong and will continue to grow in the next few years. The rivalry between the competitors is to strategize to set them apart from one another. Promotion is very important between these rivals when you are trying to promote in a highly competitive environment. Video on Demand has started to increase as well as watching movies over the internet instantly to any internet ready computer, gaming console, and wifi enabled televisions. Movie suppliers bargaining power is a competitive pressure in the movie rental industry that they are supplying. They have the authority to make release dates for their products. Movie suppliers have the upper hand against these rival companies because they can choose a pattern of competition within the marketplace. All these rivals want to keep their library growing and meet the needs of its current customer and potential customers and to always be in the fore front of the competition. Customers will continuously use online streaming and video on demand. This is why rates are going up because customers are so comfortable with the situation that they are in. Video on demand will grow and squeeze the competitor for a sizeable amount of money. No one in any of these industries should ever under estimate what their sales are. Movie Gallery one of the second largest movie rental in the U. S. closed its door because of these new technologies.

Diante Hardy Hardy 1 Essays (455 words) - Bartleby, The Scrivener

Diante Hardy Hardy 1 Essays (455 words) - Bartleby, The Scrivener Diante Hardy Hardy 1 Mr.Nerney AP English 9 November 2016 Bartleby is a strange guy. The narrator refers to Bartleby as a "pale" man in Bartleby the Scrivener . Bartleby is a scrivener; he does his job well, hardly ever stops working and he gets things done quickly and efficiently. However, he is a man of few words. In fact he is a man of one phrase: "I would prefer not to." He says this to anything that is requested of him other than to copy documents. He actually outright refuses to do anything else that his boss asks him to do. What is to be said or done about the many "Bartleby's" of the world? They come in many shapes and sizes and are misunderstood and boggled about for different reasons. They all trigger a sense of softhearted humanity in all they touch. The narrator of the story is the boss of Bartleby and yet his employer just cannot seem to get angry. Bartleby simply states that he would rather not perform his instructed duties. He does not say in vain but in a sadness of some sort. There is something about Bartleby that calms the reader yet makes them slightly angry over Bartleby's stubbornness. The narrator felt calm but also confused by Bartleby's way of going about things. Although the narrator, an attorney, employed quite a strange few of scriveners to work underneath him, Bartleby was by far the most different out of the whole group. For each time an employer requested for him to examine a copied paper, Bartleby would reply, "I would prefer not to" and proceed with what he was doing at the moment. "I looked at him steadfastly. His face was leanly composed; his gray eyes dimly calm. Not a wrinkle of agitation rippled him. Had there been at least uneasiness, anger, impatience or impertinence in his mannerhad there been anything ordinarily human about him, doubtless I should have violently dismissed him from the premises." This shows the significance that Bartleby holds, in the way of him making another human think and act. "I would prefer not to" is always Bartleby's reply. The narrator did beyond what most good-hearted people would have done for Bartleb y and finally, he said, "I think he is a little deranged." Humanity affected Bartleby and the narrator. Bartleby handled dead letters and he must have seen humanity and inhumanity with those letters. Those letters left Bartleby dead inside and let nothing after matter to him anymore. He may as well preferred not to live, and the attorney who tried to make Ba rtleby human again was too late. Something so simple and innocent turned out so sad and unclear.

Operation Management Essay Example | Topics and Well Written Essays - 2250 words - 2

Operation Management - Essay Example Tactical issues deal with the plant structure and layout, project management methods and also equipment selection as well as replacement. Finally, an operational issue involves production scheduling, production control, quality control & inspection, inventory management, equipment maintenance policies and traffic & material handling (Chary, p. 88). Construction firms require the use of construction management techniques in order to be able to direct and coordinate the workers and the material resources required throughout the timeframe of a given construction project. Management techniques are quite important when it comes to the implementation of a management system. Benefits attributed to various management techniques are that they are able to increase a firm’s success based on cost, quality, time, and scope and participation satisfaction (Chary, p. 91). With regards to project management in a construction firm scenario, what is involved is a set of objectives that are meant to be accomplished through implementation of operations that are subject to the resource constraint. Based on the concept explained above on operation management, this paper is going to focus on the best method of implementing a management system for a construction company following the necessary essentials in the concept. There is need for most business companies to adopt an operational management method that will help in achieving most of their goals especially in the production of quality goods that will definitely increase their financial gain (Chary, p.93). Satisfying the customers’ needs is the major priority for any business organization. The construction companies which are referred to as one of the highly ranked performing organizations are required to have their own processing bodies which are meant to be the foundation of the company’s standard

Carbon footprint Research Paper Example | Topics and Well Written Essays - 750 words

Carbon footprint - Research Paper Example According to a research conducted by University of California, average American household carbon emissions are about 19.8 metric tons of carbon emissions. However, some of our activities increase the average level of carbon emissions. In my daily routine, I use to travel in my car to a fair distance to the gym where I workout for about 1 hour and then take sauna for about 15 minutes and then travel back to home. The total distance to gym from my home and form gym to my home is about 10 miles that adds 1.43 metric tons of carbon emission to my individual carbon footprint. Working out at gym for 1 hour further adds 0.28 metric ton of carbon footprint per year. In the similar manner, my food carbon footprint is also high, as I do like cheese and beef that have the most carbon footprint (Environmental Protection Agency, 2014). I have an old inefficient refrigerator at home that makes a lot of noise but less cooling. The carbon footprint of the refrigerator is about 175 Kg. My television footprint is about 215 Kg that is the exact value of emitted carbon-dioxide from a television if we use it for 4 hours daily. I almost utilize the watching machine daily that adds about 91 Kg of carbon emission to my individual carbon footprint (Vaughan, 2009). In order to reduce my personal carbon footprint, I must change my lifestyle, particularly, some of the activities that have higher carbon footprint. The activities like sauna, workout, driving in car to the gym, watching television and using incandescent lights are required to be changed (Sovacool & Brown, 2010). At very initial stage, I will calculate the calories that I reduce during the workout at gym and sauna. It is better to do any alternate exercise like cycling, jogging or any other activity. Cycling for short distance for grocery reduces the travels carbon footprint as well as reduces the calorie count of the body and makes a person fit. I will

Assignment Example | Topics and Well Written Essays - 2250 words - 8

Assignment Example Housed in the short-term demands includes: the day to day running of the hotel, customer relations, regulating operational costs and capitalising on returns. The long-term goals however, are more of a wholesome approach on the running of the entity and may include: monitoring and dissemination of information regarding the entity and resource allocation for hotel projects. For hotel managers to fulfil their long term goals, they have to abide by an intermediate path that entails the recruitment, training and development of a subordinate staff. They are also tasked with the duty of outlining the operational procedures that the hotel staff must abide by. These obligations go as far as the internal running of the hotel is concerned. The external factors however, cannot be ignored for they play a crucial part in shaping the business prospects of the hotel. Changes in the external environment are at times unpredictable and require a proactive mind to effectively counter them. The hotel personnel must also be able to have creative and critical minds to enable them to tackle any unprecedented events. The structural organization of the entity therefore comes into view. A structure that is flexible to deal with external commitments for the sake of the smooth running of the entity is necessitated. Putting in place such a system is tasked to the General Manager. Evidently, all these operations require a constant and effective interaction system between the manager and their subordinates. Effective communication is therefore a factor that is crucial to the success of a hotel operation. When a manager recruits and trains personnel, he/she makes use of the human resource segment of the company. The human resource department is a division of the hotel that handles matters affecting the welfare of the staff. By using the human resource programs and goals, the manager is able to advance the long-term goals. This role involves

The Issue Of Underage Drinking Social Work Essay

The Issue Of Underage Drinking Social Work Essay The issue and prevalence of young people (under 18) drinking alcohol in recent years has become a matter of increasing public concern, with current trends amongst the worst in Europe (Gunning et al 2010). Drinking during childhood, particularly heavy drinking is associated with a range of problems including physical and mental health problems, alcohol-related accidents, violence, and anti-social behaviour (Gunning et al 2010). Young bodies are still growing, and alcohol can harm their development; regular drinking can lead to cancer, liver disease, and heart disorders in later life (Bateman 2011). Deaths from liver disease have risen vastly in the 25-34 age groups over the last 10 years; thought to be a consequence of increased drinking starting from an earlier age (Thomson et al 2008). In England in 2007/2008, more than 7600 children under 17 were admitted to hospital as a result of drinking alcohol (Gunning et al 2010). It is believed that young people who start drinking alcohol at an early age, drink more, and drink more often than those who delay the onset of drinking until they are older. They are also more likely to develop alcohol abuse/dependence problems in adolescence and adulthood; dependence is also likely to occur from a much younger age (Gunning et al 2010). A recent survey carried out in 2010 by the National Centre for Social Research (NatCen) to determine the smoking, drinking and drug use of secondary school pupils aged 11 to 15; (7,674 pupils in 247 schools through the use of questionnaires) interestingly found that the proportion of young people who have drunk alcohol had decreased in comparison with earlier findings from 28 per cent in 2001 to 21 per cent in 2006 (DH 2008). However it must be stated that although there had been a marked decrease in the number of young people who had drunk alcohol; many of the 11 to 15 year olds who do drink were described to be consuming larger amounts of alcohol, more often, to deliberately get drunk (Bateman 2011). This study also conveyed that 18% of pupils had drunk alcohol recently, is equivalent to around 540,000 young people (Gunning et al 2010); suggesting that more still needs to be done to reverse these prominent trends, as despite the marked decrease alcohol misuse in young people is sti ll a serious problem that is affecting the health of the youth today and greatly impacting the wider community, in that alcohol misuse carries a financial burden; and has been estimated to cost nearly  £11,000 million each year, in terms of health, social welfare and criminal justice resources (Waller et al 2002). Collecting this type of data can prove difficult, as drug and alcohol misuse are of a sensitive nature and often individuals do not wish to share this information candidly when questioned. It is particularly difficult to obtain from young people (under the age of 18), as this often has to be carried out within a school environment, via questionnaires. The extent to which honest reporting occurs is again complex, as young people will often exaggerate to peers, and conceal from parents (Gunning et al 2010). Honesty is not the only factor affecting accuracy of responses in young people, precision of estimates and the recall of the amount of alcohol drunk can also be problematic, given that pupils patterns of behaviour between the ages of 11 and 15 may be described as experimental and sporadic opposed to habitual and regular (Gunning et al 2010). The National Treatment Agency (NTA) has recently stated that young peoples substance misuse is a relatively new area of academic study and so r esearch on effective treatment interventions are inconsistent (NTA 2010). It is widely acknowledged that alcohol misuse in youth is inextricably linked to a number of factors; including the influence of parents/family, peers, environment, culture and socio-economic status (Templeton et al 2006). According to the Acheson report (1999), dependency upon alcohol is significantly correlated with socio-economic position, suggesting that the problem is one that is beyond the chemical impact of the substance itself (Nacro Youth Crime Section 1999) coinciding with more recent National statistics and research studies that indicate, as well as sex and age, socio-economic status, ethnicity and geographical area of residence are among the factors linked to levels and patterns of harmful alcohol consumption (Waller et al 2002). In order to target the issue of alcohol misuse within young people, these factors needed to be taken into account and have since been the guide by which policies regarding youth and alcohol are implemented (DH 2008); therefore providing alcohol education in schools; beginning in the primary phase, well before patterns of regular drinking become established, designed to educate and advise young people on sensible drinking patterns and the dangerous effects it may have upon them (DH 2008). Parents and carers also have a responsibility for whether their children drink, at all, and if they do, how much and how frequently they drink. However, for parents to feel confident when talking to their children about alcohol and to empower them to set appropriate boundaries they need guidance from the appropriate services (DH 2008). In terms of government strategies, to target the issue of alcohol misuse in young people; the coalitions programme for government published in May 2010, outlines proposals designed to restrict the supply of alcohol to young people, less than 18 years of age, by increasing the control given to councils to close outlets that persistently sell alcohol to children; and to increase the maximum fines for under-age alcohol sales. Additionally, there will be a ban on the sales of alcohol at below cost price (Gunning et al 2010), and a review of alcohol pricing and taxation, both policies expected to have particular impact on young drinkers (Gunning et al 2010). Whilst these policies are currently weighted towards prevention, and adopting preventative strategies, recent statistics suggest that the majority of young people accessing services and interventions have problems with alcohol (37%) and cannabis (53%) (NTA 2010), thus suggesting that more needs to be done in the preventative stages of alcohol awareness in children; as evidence suggests that the problem is clearly still on-going. The choice and effectiveness of treatment approaches is typically dependent on a range of factors, such as the individual characteristics of the client for example motivation, family life, social circumstances and environment; in addition to the particular drug or drugs that are being used (Crow Reeves 1994). The National Treatment Agency (NTA) defines young peoples treatment as: à ¢Ã¢â€š ¬Ã‚ ¦ care planned medical, psychosocial or specialist harm reduction interventions aimed at alleviating current harm caused by a young persons substance misuse (NTA 2010). Young people with drug related needs are supported by interventions and services within a four-tiered model of drug and alcohol interventions which consists of a General Frontline service delivery for young people and their families (first port of call) (tier 1), open-access services (such as drop in) (tier 2), Drug treatment within the community (Shared care) (tier 3) and residential drug treatment (specialist services) (tier 4) (NTA 2006). Young drug and alcohol users are believed to differ from adults as they will typically not have used drugs for a prolonged period of time, in order to have developed a dependency to a substance; and as a result affecting the type of treatment generally provided to young people (Frontier Economics 2010). Young people are most likely to require psychosocial, harm reduction and family interventions, opposed to treatment for addiction, which most adults but only a small minority of young people require (Frontier Economics 2010). Psychosocial interventions are known as non-pharmacological interventions typically involving structured counselling, motivational enhancement, case management, and care-coordination, psychotherapy, and relapse prevention. The intention is to encourage behavioural and emotional change, with the support of lifestyle adjustments and the enhancement of coping skills (Frontier economics 2011). The most common form of therapy offered for substance misuse is some form of counselling; this may take the form of counselling for the drug problem itself, for example thoughts about using, coping strategies for reducing or counselling concerning the surrounding issues that impact on drug use (Lewis et al 2009). Counselling is a flexible approach and can be used to respond to a wide variety of circumstances surrounding misuse (Rounsaville Carroll 1992). It is possible to identify two general approaches to counselling in use in community drug services, the first being, counselling to tackle the personal problems, underlying drug misuse and the second being that of support and advice to help manage the consequences of drug misuse (Bryant- Jeffries 2001). The vast majority of young people accessing specialist treatment need and receive counselling, sometimes alongside their families to address the underlying causes and consequences of substance misuse. Such psychosocial interventions are the most common form of support accessed by under-18s (Frontier Economics 2011). The National Institute for Health and Clinical Excellence (NICE) coincides with the idea of the counselling theory, and has recommended that offering brief, one-to-one advice on the harmful effects of alcohol use, and how to reduce the risks and find sources of support, is an effective approach for tackling harmful drinking amongst children and young people (NICE 2007). The most common counselling approach to drug treatment has been cognitive behavioural approaches. The cognitive behavioural approach relies greatly on getting the user to focus on identifying problems and solutions. Cognitive behavioural counselling can be used to promote abstinence or gradual control of drug use, with an emphasis on teaching cognitive and behavioural techniques to resist drug use and related behaviours. The cognitive element of CBT is concerned with getting users to identify the reasons why they misuse, and in particular getting them to identify maladaptive thought patterns that lead them to engage in destructive behaviour (Jarvis 1995). The behavioural aspect of CBT is about helping people to look at the signs that encourage them to misuse drugs and to help them develop alternative ways of behaving (Jarvis 1995). NICE has recommended cognitive behavioural therapy (CBT) as an effective intervention for treating young peoples substance misuse (NICE 2007). Providing CBT in a group setting may help young people to role-play and practice coping with high-risk experiences. The group setting allows young people to share similar problems, develop social skills, model, rehearse and gain peer feedback (NICE 2007). NICE also recommends that brief interventions using motivational interview techniques can be used as one-off interventions, or to facilitate engagement with more structured specialist substance misuse treatment (NICE 2007). Implying that individuals with social networks supportive of drinking will benefit especially from a programme that encourages attendance at AA meetings, because it is the most effective means of eliminating heavy drinking friends and acquaintances from the social network (Connors, Tonigan and Miller, 2001). Although NICE states that a group setting is beneficial in helping young people overcome their alcohol abuse it may in fact be criticised, as young people, especially troubled young people may be overwhelmed by group influences, either in treatment among peers who are also recovering from chemical dependence or else after leaving treatment, in the form of familiar drug-using groups (Peele 1987). And so the most successful types of counselling approach used for young people needs to take into account their age, as being amongst adults with alcohol issues would not be beneficial to a young person as adults are often described as dependent requiring more intensive forms of treatment; young people will have often not reached this stage of dependence and so these adult influences may cause further negative impacts on the impressionable young (Geldard 2010). Type of personality needs to be taken into account in order to discover which counselling approach would be most appropriate and succ essful for them as an individual, as some individuals may respond best to a one-to-one approach, being able to fully open up to one person (the counsellor). Whereas some may find it easier to speak within a group setting with peers, learning from others experiences. Counselling is often described as a flexible approach (Rounsaville Carroll, 1992) and therefore can be adopted to meet the needs of individual cases and respond to a wide variety of circumstances surrounding misuse; in addition utilising a flexible approach suggests that it allows for the young person to access this service around other commitments such as school, so as to not jeopardise other important aspects and influences within their sphere of activity, flexibility of counselling will also allow for the involvement of the family, with evidence to suggest that family involvement enhances assessment and intervention and increases motivation in treatment (Kaufman, 1992). As young people are often depicted as not yet i ndependent, family interventions are believed especially important in addressing the basis of their drug and alcohol involvement; (Kaufman, 1992). Also important is helping the family initiate and support the persons involvement in an appropriate treatment program (Kaufman, 1992). Within individual treatment, compared to group therapy it is believed that much more time can be spent on issues that are unique to the individual involved, a trait that needs to be evident when working with young people (Rounsaville Carroll 1992). Motivational interviewing has a number of similarities with cognitive behavioural techniques but has a somewhat different emphasis in that the role of the counsellor is less directive and the responsibility is very much on the client to identify ways of changing (Bryant -Jeffries 2001). It aims, through the counselling relationship, to engage clients in a process of change and assumes that an individuals level of motivation can be influenced by the interaction between the client and the therapist. Motivational interviewing assumes that behaviour is a prospect that can be worked on and developed (Bryant Jeffries 2001). It is concerned essentially with working with clients to address the confluence of factors that drug misusers consistently feel about changing their behaviour and hopefully encouraging them towards reducing or abstaining (Jarvis 1995). The theoretical basis of this approach is Prochaska and Di Clementes transtheoretical model of behaviour change or, as it is most frequently referred to, the stages of change model (Turnbull 2000). The stage of change model is a social cognition model; focusing upon readiness to change a potentially destructive form of health behaviour i.e. drug misuse. The model has been applied to other health behaviours such as eating disorders as well as to substance misuse (Wilson Schlam 2004). It refers to a five or six stage process that people go through in their thoughts about their readiness to change. A study of alcohol users found that the number of clients motivated to change was increased by 77% when motivational interviewing was used (Miller Sanchez 19 99). Motivational interviewing is believed to increases the effectiveness of more extensive psychosocial treatments; often the chosen method of treatment used in young people (NTA 2010). Motivational interviewing although successful, in adult treatment programmes, may not be the best choice of treatment to use when young people are concerned. As previously stated they are unlikely to have used drugs for a prolonged period of time, to develop dependencies (NTA 2010) and so readiness to change, or to contemplate change may not be something they have even thought about and so a pre-occupation with lifelong abstinence in a young population may not only be unnecessary but unrealistic, and may actually encourage regular relapse episodes (Peele 1987). Young people require guidance and cannot often think about the consequences of their actions, or the harm they are causing themselves by heavy drinking (DfES 2004). It is suggested that therapy should encourage the assumption of values toward work, accomplishment, family, and social institutions that facilitate the maturation process (Peele 1987). Harm Reduction is one of the key public health approaches to drug use in recent years (Riley et al 1999). The harm reduction approach attempts to define and discuss drug use in terms of the harm it can be said to cause, and respectively to look at ways of reducing levels of harm (Riley et al 1999). Harm reduction is a term that defines policies, programmes, services and actions that work to reduce the health and social economic harms to the individual, the family, communities or society that are associated with the use of drugs (Newcomb 1992) without necessarily reducing drug consumption (Wodak 2011). A harm reducing approach to illicit drug use focuses on attracting users to services, in the realisation of the fact that many people who have problems with their drug use are not in touch with services (Wodak 2011). Thus, harm reduction policies and programs are offered to those not willing or able to cease their drug use in the short-run; aiming to make services more accessible to drug users as a first step towards treatment; however, this philosophy remains compatible with an eventual goal of abstention (CAHM 2009); Programs requiring abstinence as an immediate goal cannot therefore be considered harm reduction (CAHM 2009). A goal sequence produced by the Aids and Drug Misuse report (ACMD 1988) provides a clear example of a harm reduction approach to drug use; firstly to discourage sharing, encourage the shift from injecting towards oral use, reduce the overall levels of illicit drug use and finally abstinence (ACMD 1988). Harm reduction accepts that some use of mind-altering substances is inevitable and that some level of drug use in society is normal (CAHM 2009), for young people and alcohol use this is most definitely the case, as most individuals have their first experiences of alcohol during their early teenage years (Marlatt Witkiewitz 2002). Based on the recent evidence young people would benefit from prevention programmes aimed to reduce the amount of harm experienced by young drinkers this may be seen as a more realistic and effective method for educating individuals about the possible consequences associated with alcohol consumption as opposed to abstinence within this particular age group (Marlatt Witkiewitz 2002). This suggests that Harm reduction in this sense is the best approach when looking at young people and alcohol misuse, as abstinence may be described as unlikely within this age group, acknowledging that most adolescents will drink, speaking of the possible harms may be enough to reduce harmful levels of drinking by the young person (Marlatt Witkiewitz 2002). The Life Skills Training Program and the Alcohol Misuse Prevention Study (AMPS) in the United States and the School Health and Alcohol Harm Reduction Project (SHAHRP) in Australia are described as large scale intervention studies that have been systematically designed and evaluated based on a harm reduction philosophy (Marlatt Witkiewitz 2002). The life skills training programmes is said to adopt a cognitive behavioural approach to drug abuse prevention; thus providing education on the effects of drugs, teaching skills for resisting social pressure to use drugs, and promoting the development of self-esteem and social skills (Marlatt Witkiewitz 2002). Whilst SHAHRP combines a harm reduction philosophy with skills training, alcohol education, and activities designed to encourage positive health behaviour change (Marlatt Witkiewitz 2002); Results from a study comparing an intervention group of students who participated in SHAHRP with a control group over a 3-year period, conveyed tha t students in SHAHRP had significantly lower levels of alcohol consumption and alcohol related harms (Marlatt Witkiewitz 2002). In conclusion, harm reduction seems the best approach for young people and alcohol use, it must be stated that they are not as advanced as adults who misuse alcohol thus require harm reduction leading to abstinence. Young people will often eventually mature out of harmful drinking behaviour (Marlatt Witkiewitz 2002) and so harm reduction at such a stage should be an appropriate practice in order to highlight the harmful effects to young people enough so that it reduces overall consumption. We need to be able to convince children that life is worth living and that they are capable, not only of avoiding drugs, but of achieving a worthwhile existence (Peele 1987); presenting them with the values of achievement and positive accomplishments; of friendship and community; of health and self-preservation; of fun and adventure; of responsibility for self and contribution to others; of consciousness and intellectual awareness; and of a commitment to life that goes beyond personal protectiveness and fear (Peele 1987).

World Trade Center Tragedy :: American America History

World Trade Center Tragedy At 8:45am a hijacked plane crashed into the World Trade Centre, 9:03am a second hijacked plane crashed into the World Trade Centre. Again at 9:43am another hijacked plane crashed into the Pentagon, and one other hijacked plane was shot down at 10:10am as it was going towards Camp David. On September 11th 2001 at 8:45am the first hijacked plane crashed into the World Trade Centre. American Airlines Flight 11 out of Boston, Massachusetts was the first out of four planes to be hijacked that day. As people looked on they saw how many people lost their lives in that short second. Many people looked on in shock and amazement at the same time. As they were looking at the first hijacked plane in the World trade Centre they saw a second hijacked plane Airlines Flight 175 from Boston, crashes into the south tower of the World Trade Center and explodes at around 9:03am. The south tower of the World Trade Center collapses, plummeting into the streets below, and a massive cloud of dust formed and slowly drifted away from the buildings at 10:05am. As many people ran for cover the second World trade Centre collapsed at10:28. At 9:43. American Airlines Flight 77 crashes into the Pentagon, sending up a huge plume of smoke Three minutes later the Whitehouse was evacuated. People in Washington are now feeling the same disbelief that New York was feeling. They are shocked, and some people might not have understood what was going on. Some people did not want to believe that something like this could happen in their city, let alone there own town. The Pentagon is now burning and there is nothing anyone could do but cry, and hope that their loved ones were not on any of those planes. The last plane that was hijacked was then shot down at 10:10am. The plane was being hijacked was going toward Camp David.