Ancient Egyptian Cuisine and Food Habits

Antiquated Egyptian Cuisine and Food Habits Among the antiquated developments, Egyptians delighted in preferable nourishments over most did, because of the nearness of the Nile River moving through a large portion of settled Egypt, treating the land with intermittent flooding and giving a wellspring of water to inundating yields and watering animals. The vicinity of Egypt to the Middle East made exchange simple, and thus Egypt delighted in staples from remote nations too, and their food was intensely affected by outside eating habits.â The eating routine of the antiquated Egyptians relied upon their social position and riches. Burial chamber works of art, clinical treatises, and antiquarianism uncover an assortment of nourishments. Workers and slaves would, obviously, eat a restricted eating routine, including the staples of bread and brew, supplemented by dates, vegetables, and cured and salted fish, yet the affluent had an a lot bigger range to look over. For well off Egyptians, accessible food decisions were effectively as expansive as they are for some individuals in the advanced world.â Grains Grain, spelt,â or emmer wheat gave the essential material to bread, which was raised by sourdough or yeast. Grains were crushed and matured for brew, which was less a recreational beverage but rather more a methods for making a protected refreshment from waterway waters that were not in every case clean. Antiquated Egyptians expended a lot of lager, for the most part prepared from barley.â The yearly flooding of fields close by the Nile and different waterways made the dirts very fruitful for developing grain crops, and the streams themselves were diverted with water system trench to water crops and support residential creatures. In old occasions, the Nile River Valley, particularly the upper delta area, was in no way, shape or form a desert landscape.â Wine Grapes were developed for wine. Grape development was received from different pieces of the Mediterranean in around 3,000 BCE, with Egyptians changing practices to their nearby atmosphere. Shade structures were generally utilized, for instance, to shield grapes from the extraordinary Egyptian sun. Antiquated Egyptian wines were essentially reds and were likely utilized for the most part for stately purposes for the high societies. Scenes cut in old pyramids and sanctuaries show scenes of wine-production. For average citizens, lager was a progressively commonplace drink.â Foods grown from the ground Vegetables developed and devoured by old Egyptians included onions, leeks, garlic, and lettuce. Vegetables included lupines, chickpeas, expansive beans, and lentils. Organic product included melon, fig, date, palm coconut, apple, and pomegranate. The carob was utilized restoratively and, maybe, for food. Creature Protein Creature protein was a less basic nourishment for old Egyptians than it is for most present day purchasers. Chasing was fairly uncommon, however it was sought after by ordinary people for food and by the well off for sport. Domesticated creatures, including bulls, sheep, goats, and pig, gave dairy items, meat, and results, with blood from conciliatory creatures utilized for blood hotdogs, and hamburger and pork fat utilized for cooking. Pigs, sheep, and goats gave most meat expended; hamburger was extensively increasingly costly and was devoured by ordinary people just for celebratory or ceremonial dinners. Hamburger was eaten all the more normally by royalty.â Fish trapped in the Nile River gave a significant wellspring of protein for destitute individuals and was eaten less as often as possible by the affluent, who had more prominent access to tamed pigs, sheep, and goats.â There is additionally proof the more unfortunate Egyptians expended rodents, for example, mice and hedgehogs, in plans calling for them to be prepared. Geese, ducks, quail, pigeons, and pelicans were accessible as fowl, and their eggs were likewise eaten. Goose fat was additionally utilized for cooking. Chickens, nonetheless, appear to have not been available in antiquated Egypt until the fourth or fifth hundreds of years BCE. Oils and Spices Oil was gotten from ben-nuts. There were likewise sesame, linseed and castor oils. Nectar was accessible as a sugar, and vinegar may have likewise been utilized. Seasonings included salt, juniper, aniseed, coriander, cumin, fennel, fenugreek, and poppyseed.

Political Philosophy and Machiavelli Essay

Niccolo Machiavelli is most popular for his profoundly questionable thoughts on governmental issues. He started expounding on his political thoughts after the French attack in view of his longing to rejoin Italy after the fall of the republic. As a humanist, Machiavelli couldn't help contradicting the present strict based legislative issues that were set up at that point. His humanist thoughts permitted him to concentrate his political thoughts on human potential and accomplishment instead of strict subjects. Despite the fact that Machiavelli had a brutal view on the idea of people, his interesting comprehension of the connection among prudence and legislative issues set the fundamentals for current political theory, and a considerable lot of his thoughts can at present be seen in American governmental issues today. Before Machiavelli’s new thoughts on political theory, legislative issues had been contained around the thoughts of the Christian church. Governmental issues set up by the congregation depended intensely on great morals and righteousness. The congregation lauded pioneers that had characteristics, for example, trustworthiness, sympathy, celibacy, and dedication. Machiavelli dismissed great Christian qualities when pondering governmental issues and just considered characteristics that were helpful in safeguarding power. Machiavelli had an altogether different thought on the particular characteristics that a decent sovereign ought to have. He accepted that individuals in power that have idealistic characteristics could be effectively exploited. He saw these characteristics a great many people consider as great characteristics, as a shortcoming, which could mean the destruction of a state. He accepted that the congregation should just practice its privileges in the otherworldly domain and not in legislative issues. Since he felt that Christianity demolishes the state, he accepted that the congregation ought to have limited force in governmental issues. Subsequently bringing about his thoughts on isolating the congregation from state. The more Machiavelli’s thoughts on government wandered from the Christian goals, the more his thoughts on legislative issues started to mirror our present American government. This thought of the partition among chapel and state is just one of a few similitudes Machiavelli’s political thoughts reflects American government. Likenesses are found in the association of intensity through dread in the military. Additionally, his thoughts can be found in American governmental issues when our leaders settle on choices dependent on what is generally advantageous, regardless of whether it isn't generally the most upright activity. Likely one of Machiavelli’s most compelling thoughts on governmental issues was his conviction that it is smarter to be dreaded than to be cherished. In his eyes, being dreaded was attractive over being adored since the conditions of the world make it difficult to be both cherished and dreaded in arrangement. He comprehended it to be critical that the individuals regard his position and force with the end goal for him to have the option to keep up solidarity and devotion from his kin inside the state. The main way he accepted this to be potential, was to expel himself from sympathy and manufacture dread in the individuals through pitilessness. For whatever length of time that he had the option to abstain from being loathed, this permitted him to depend on what he could control. This thought it is smarter to be dreaded than to be cherished can undoubtedly be seen inside the American military. Incredible armed forces are not worked under kinship and great excellence. They are worked under dread and regard. As Americans, we have one of the most remarkable military powers on the planet. We don't accomplish this force by making different nations love us. In the event that we were essentially wanted to pick up regard, as opposed to dreaded to pick up regard, when the weight of contradiction emerged different nations would not stop for a second in the choice to assault. Inasmuch as we are dreaded we hold more control over the choice to make rash move against struggle. Through dread our military ensures our nations consistent security and success. Then again, with regards to our president’s remain on the topic of being adored or dreaded, no doubt they would take the contrary position on the issue. Our American presidents don’t appear to target being dreaded over adored. They fill our psyches with the attributes we find attractive. They target making us love, trust, and regard them. However, they by and large endeavor to accomplish this adoration through falsehoods. The administration needs us as residents to adore as opposed to fear, yet as a whole country, the administration targets staying a dreadful and ground-breaking power according to different countries. This prompts another distinction between American legislative issues, and Machiavellian thoughts. Machiavelli expressed, â€Å" it is legitimate to speak to things as they are in genuine truth, instead of as they are imagined† (p. 8). He needed to abstain from making a fanciful perfect society, as the Christian based governmental issues had before him. In this issue, our administration appears to mirror the Christian thought more than Machiavelli’s thought of truth. America’s presidential applicants make their battles as indicated by the measures each different ideological group would consider to be their optimal picture of government. These competitors make guarantees of immaculate morals and temperance, be that as it may, in the wake of being chosen into office, they once in a while finish these guarantees and thoughts of flawlessness that they have persuaded us to accept. They present us with these perfect attributes so as to get the mainstream vote, yet as Machiavelli has clarified, as a ruler so as to keep up thriving and security it isn't perfect to finish dreams of ethical pioneers. It would be pleasant if our leaders followed Machiavelli’s guidance and were direct and honest from the beginning. Since individuals don't decide in favor of the real world and would prefer to decide in favor of the fantasy, it doesn't work out his way in our majority rules system. Machiavelli’s thoughts on the centrality of goodness in governmental issues might be an aftereffect of the manner in which he sees human instinct. Since he has little expectation in the integrity of mankind, he doesn't hold pioneers to the profoundly positive characteristics that the congregation does. Machiavelli is notable for his negative perspectives on human instinct. Indeed, even today his name is still to a great extent connected with evil. He accepted all individuals to normally be thankless, flighty, liars, and swindlers. He even ventured to such an extreme as to allude to individuals as pathetic animals. I feel that Machiavelli’s thoughts are strong and very much idea out. In spite of the fact that, that doesn't imply that I totally concur with every one of his thoughts, particularly those on the idea of people. I won't give that mankind is normally abhorrent willed. I like to see the positive qualities in individuals, and to me it appears that the positive qualities in this world enormously exceeds the terrible. In any case, I additionally don't concur that Machiavelli is the despot that history has portrayed him. Generally speaking, I accept that the greater part of his thoughts planned for improving the prosperity of his state. Despite the fact that he appeared to be an abhorrent man I couldn't help suspecting that he generally had his state’s eventual benefits at the top of the priority list. As far as I can tell, his contrary comprehension of human instinct constrained him to take a gander at issues from an alternate point of view than a great many people of his time, and drove his thoughts behind the immateriality of temperate qualities in a political pioneer. A significant number of Machiavelli’s thoughts are reflected in American legislative issues. Machiavelli had faith in rehearsing the partition of chapel and state similarly as America does. He accepted that with dread came power, which is clear in the United States military. Albeit huge numbers of Machiavelli’s thoughts reflect American government there are a couple of contrasts between the two, for example, the characteristics that can be seen in presidential up-and-comers and how our legislature approaches the genuine truth. Generally speaking, Machiavelli’s thoughts on righteousness and dread, regardless of how insidious in nature, appear to appropriately esteem him the organizer of the advanced political theory that our legislature has been established off of still today.

UK Students Turn to Ivy League

UK Students Turn to Ivy League The OE Blog With university courses being cut at drastic rates and tuition fees soaring to a whopping £9000, it is no surprise that more and more UK students are setting their sights on top US universities instead. Financial Incentives For the first time, trebled tuition fees have made the price difference between a UK and a US education negligible and students are responding accordingly, with record breaking numbers attending a recent US university fair in London. In addition, as bursaries for universities in England are squeezed and slashed, Ivy League institutions offer a beguiling package of generous support options. Many UK students from low income families find that an Ivy League university would be able to fund almost their entire tuition and accommodation costs, and many even offer extra incentives such as book grants and free flights home during the vacation. Oxbridge vs. Ivy League It’s not difficult to see the many attractions American universities hold for UK students. There are far more institutions to choose from within the elite ‘Ivy League’ group, allowing more variety and room for personal preference than the Oxford vs. Cambridge conundrum in the UK. In America, students can choose from prestigious institutions in exciting cities all over the country, from Harvard in Boston to Columbia in New York. Wider Subject Choice The American university system allows students to study a much wider variety of subjects alongside their main area of interest, which appeals to many who haven’t yet decided exactly what they want to do. You can ‘major’ in your chosen subject whilst still taking a range of courses in completely different academic disciplines, all of which will eventually contribute towards your final degree. This opportunity to tailor your course to suit your own personal interests and preferences simply doesn’t exist in the UK and is extremely appealing to many who wish to escape the rigid, restrictive university course choices available here. Postgraduate Opportunities With the UK economy embroiled in a seemingly endless struggle to recover from the recession and postgraduate employment at a record low, it is no surprise that many hope America will provide greener pastures after graduation. And for those planning to seek work in the US, trying to get into an Ivy League school just makes more sense than staying at home and paying extortionate prices for UK degrees with very little promise of financial reward at the end of the road. If you’ve been thinking about Ivy League applications, keep your eyes peeled for next week’s blog, ‘How to get into the Ivy League’. It will be full of top tips for UK students hoping to study across the pond!

The Stereotypes of Homeless People - 1574 Words

The most influential person in an individual life happens to be the parents. Parents teach their children expected behavior, boundaries, and rules. Although, children are always more attentive to their parent’s behavior; something parents quite often do not realize. If the parents walk does not match their talk their; kids will not take in consideration what they have been taught. Kids always have that mentality of â€Å"if you did it, I will do it too because it is okay.† Children learn more from their parents character than their teachings; demonstrating that actions speak louder than words. Clearly, what individuals are exposed in their adolescents shapes their mentality affecting how they perceive situations and people. A lot of things†¦show more content†¦Stereotypes are assumptions that all certain types of individuals, gender, race, and even group of people are all the same. It is a hazy generalization influenced by numerous of sources such as, past expe riences, social media, acquaintances and the most influential family. Individuals understand and treat those being stereotyped by the way they were presented to them, even though the stereotypes may be wrong. Everyone is unique, so making the assumption that all individuals with the same profile looks are the same, can be wrong. Mistreating people because of the stereotypes can ruin second chances for those who are affected, in life. Stereotyping is very common in today’s society; a group that suffers intense stereotypes are homeless. There are times where everyone needs a second chance no matter where they come from and what they have done. Honestly, homeless need to stop being viewed as what they are not. Often homeless are seen as hobos. In reality, homeless and hobos are two different groups of people. Hobos are those individuals who choose to live in the streets; while, homeless are forced to live in the streets. Statistics have shown that â€Å"in the United States the number of homeless people is 1,750,000.† â€Å"Thirty-six percent are families with children, forty percent are Veterans, thirteen percent are women and forty-four percent are men.† Statics also demonstrate that the â€Å"monthly average income for those who still have a job is $348†Show MoreRelatedStereotypes Of The Homeless People1092 Words   |  5 PagesStereotypes of the Homeless People become homeless for a number of reasons. These reasons are that create the stereotypes against those who have nothing in life. To judge people by what they do is normal. After all, what better way is there to judge a stranger by his words and his actions. The problem is when the homeless get judged wrongly, they are also treated unfairly. These stereotypes prevent the government and the society from giving the homeless the type of assistance that best suits to themRead MoreHomelessness : Extreme Poverty And The Urban Housing Crisis913 Words   |  4 Pages2014 the National Alliance to End Homelessness collected that â€Å"578,424 people experiencing homelessness on any given night in the United States (â€Å"Snapshot of Homelessness). Most individuals believe that more individuals are single, but â€Å"216,197 are people in families,† and â€Å"362,163 are individuals,† (â€Å"Snapshot of Homelessness). Homelessness affects everyone, from families to individu als and veterans. In the veterans homeless population there is â€Å"currently over 2.2 million women Veterans in the UnitedRead MoreHomeless People And The United States1648 Words   |  7 Pagesany major U.S. city poses an all too familiar challenge: avoid the gaze of the scores of homeless people begging on the sidewalks. While you might spare some change to a particularly disheveled looking woman, or a couple trying to buy food for their dog, it is customary to keep your head down in fear of interacting with one of the violent, homeless drunks that litter city streets. Conflict between homeless people and the housed population is not a new phenomena in the United States. With one of theRead MoreHomelessness : Homeless People Are Dirty, Uneducated, And Dangerous1584 Words   |  7 PagesMany people throughout the world look at homeless people negatively, and that is some thing they do not deserve. People automatically assume homeless people are dirty, uneducated, and dangero us, but this is not always true. Many homeless people are war veterans and need help to get their life back on track, but they are too scared and hated to seek it. The stereotypes associated with homeless people make many people shy away from helping them and that is one of the reasons why they are really sufferingRead MoreOutside Your World: Analysis of Diversity in Socio-Economic Status1702 Words   |  7 Pagesto pretend to be a homeless person and then go into a public restaurant to have a meal. I chose this project because diversity frequently focuses on immutable characteristics such as race and gender, but so much of diversity is focuses on socio-economic status. In American society, socio-economic status can be a huge predictor of the treatment that people receive, and, clearly, homelessness is an indicator of the lowest socio-economic status possible. In addition, many homeless Americans have underlyingRead MoreStereotypes Of Homeless Are Based On Their Gender And Educatio n Level854 Words   |  4 PagesBased on my survey the stereotypes of homeless are based on their gender and education level. According to Oxford Dictionaries, homeless is a person without a home and therefore typically living on the streets (Oxford Dictionary). People that got surveyed around the mall are between the age range of 17 to 69. Women tend to have more sympathy, while men are straight forward towards the topic of homeless. Among the ten females that were surveyed, their age range from 20 to 68. Race varies from CaucasianRead MoreI Volunteered At The Pine Street Inn Essay968 Words   |  4 PagesSitting on the concrete of the Dunkin Donuts’, an old man holds a cardboard sign covered in black permanent marker. The sign reads, â€Å"HOMELESS, TRYING TO GET BY. ANYTHING HELPS. THANK YOU GOD BLESS.† He shakes his penniless Styrofoam cup, and in a strained voice he repeats to the passersby, â€Å"Have any spare change?† They would stop in astonishment, indignation, or forlornness and continue on their business. â€Å"Get a job!† screams someone. Another person tells him, â€Å"May God be with you.† But no oneRead MoreThe Perception of the Homeless1206 Words   |  5 PagesThere are over 3.5 million homeless people in the United States alone (National Student Campaign against Hunger and Homelessness). Within this amount of people there are challenges beyond not having a h ome that the majority of citizens with a home do not face. These include: thinking about appearance, quality and source of food, living space, and source of money. Those mentioned are just a few things that non-homeless people may overlook when thinking about the challenges of homelessness. As a nationRead More Stereotypes about Homelessness in America in Dumpster Diving by Lars Eighner669 Words   |  3 PagesStereotypes about Homelessness in America in Dumpster Diving by Lars Eighner Lars Eighners short essay, Dumpster Diving, reveals the stereotypes about homelessness in America. In order to confirm these known stereotypes about American culture, Eighner includes autobiographical accounts of the economically inferior class, as well as revealing his elitist rules that governs the life of a homeless person. According to Eighner, homeless people fall into the following categories, can scroungersRead MoreEmpathy Is Defined As, â€Å"The Power Of Understanding And1533 Words   |  7 PagesWant You to Know About Being Homeless in America, she writes, â€Å"I think there is a prevalent assumption in our society that homelessness is caused by an individual’s inability to make the right choices in their life† (Jayda Shuavarnnasri). Those assumptions are causing a daze between what is true and what people think about the homeless. While most homeless people do not choose to be homeless, outsiders often prejudge them as alcoholics, drug abusers, and lazy pe ople in general. This is far from the

Progressivism And Progressivism - 1108 Words

In the early 1880’s a new movement began to rise, progressivism. Progressivism spread rapidly from the large cities that began to form across America, to the smaller towns that were beginning to go from agrarian paradises to more suburban landscape. These abrupt changes in society meant changes in social conduct, and norms must change with them. With factories on the rise many men were forced to work 12-16 hour shifts seven days a week with no benefits, breaks, or safety standards, progressivism was the driving force behind unions, public education, professionalism, skilled labor, government based services, and political and economic rights of the disadvantaged in America. The trade unions, better known as labor unions, got off to a rocky†¦show more content†¦The workers on strike attacked the mine guard’s camp later that week in retaliation. (Barkey) As Child Labor Laws came into effect in the early 1900’s many children were sent to public schools for the first time in their lives, as many schools were private up until then. (Brackemyre) These children had an opportunity many in their families did not, they learned â€Å"the three R’s, reading, writing, and arithmetic.† (Absten) This newfound education of the masses led to an uptick in professional careers, and skilled labor. This led to colleges being more widespread, and universities being easier to access for the average American. Working class families had the ability to send children to school instead of to hard labor jobs, and this meant longer life expectancies, as well as better quality of life. It set the stage for a new social age, the ability to live bet ter than your parents did before you, it gave a whole new meaning to the American Dream. This change in society showed as increasingly more children each generation chose less hard labor, and more professional jobs. This increase in professional work led to suburban areas outside of major cities popping up everywhere, these areas highlighted the lack of emergency services, law enforcement, and other government services. With many people living outside of the city where guards could break up trouble, but still in populated enough areas that trouble still found a way in, law enforcement became a necessity for manyShow MoreRelatedProgressivism Historiography Essay2107 Words   |  9 PagesAwesome Student Mrs. Aars CIS American History 15 March, 2013 My Take on the Progressives The common thought about progressivism before the 1950s were that it was a movement by the common people to curb the excessive power of powerful people such as urban bosses, corporate moguls, and corrupt officials. However, when George Mowry wrote his Progressivism: Middle Class Disillusionment, he challenged the common idea that the progressives were middle class citizens and instead considered them toRead More Progressivism Essay1891 Words   |  8 PagesProgressivism The Progressive Movement in the late nineteenth century, early twentieth century presented quite a situation for historians to conquer. At the turn of the twentieth century political questioning was the norm. Practically every historian that writes about this time period has a different opinion of what made up â€Å"Progressive Movement,† some even going so far to beg the question if it was actually a movement or if it was more of an â€Å"era.† The two are interchanged so often that theyRead MoreProgressivism Within Twenty First Century Learning1203 Words   |  5 PagesProgressivism within Twenty-First Century Learning By Josh Fix Submitted to the Faculty of Columbus State University in Partial Fulfillment of the Requirements for the Degree of Doctor of Education in Curriculum and Leadership Columbus State University Columbus, GA July 2015 By design twenty-first century learning prepares students to be successful, contributing citizens in the locale of today’s global society. Twenty-first century learning requires students to understand how to learnRead MoreEssay about Interpreting American Progressivism2954 Words   |  12 PagesInterpreting American Progressivism The period referred to as the Progressive Era in American history is one which historians often disagree over, and as in all areas of history, there are many theories surrounding the era which sometimes contradict each other. Historians are always aware of prominent theories within the field, and they often participate in an ongoing dialogue concerning their research. One of the first historians to make a major mark regarding the Progressive Era was RichardRead MoreProgressivism : A Great Number Of Urban Middle Class1722 Words   |  7 PagesThananun Prasertsup (Nine) History Research 420 Word Count: Progressivism in the Roosevelt Corollary From 1900 to about 1920, a great number of urban middle class people began to consider problems created by urbanization, class conflict, immigration, corruption, etc. This broad movement had large effects on American politics and the name of this time, known as the Progressive Era. Not only did the progressive movement happen in the era, Latin American economic crises also occurred. Venezuela wasRead MoreProgressivism And Progressivism925 Words   |  4 PagesTo begin the paper, I will give a summary of what progressivism is and what effect it had within the United States. Progressivism is defined as a movement that is to limit the social destructiveness effects of capitalism. Progressives look at capitalism as unhindered. That they need to extract from the markets in a capitalist system and to counterbalance the tasks that capitalism leaves such as terrible social effects. They wanted the public well being to be better off. Progressives overall did notRead MoreAdvantages And Disad vantages Of The Progressives1277 Words   |  6 PagesProgressivism, †¦unlike populism, whose grassroots appeal was largely confined to rural regions in the South and Mid-West, focused on the nation altogether, coming in all different forms. (Shi Tindall 778) The movement consisted of moral Christians who disliked politics. They believed that politics, †¦had become a contest between good and evil, honesty and corruption (Shi Tindall 778). Therefore, they believed the government should provide more, addressing the issues dealing with rapid urbanRead MoreThe Movement Of Stem Education1815 Words   |  8 PagesThrough philosophical foundations there emerges certain philosophies of education. Those philosophies of education can then be directly linked to issues/ problems in education today. This paper will take a detailed look at pragmatism and its link to progressivism. Then, an examination of how those principles have shaped the movement of STEM education will provide a co mplete overview of these early century physiological foundations to modern day education issues. There are principles and thinking withinRead MoreThe First Midterm Assignment During American History1500 Words   |  6 PagesIn other words the progressive movement was established to fix society’s ills that occurred in the late-19th century and early-20th century especially from the Gilded Ages, without including controversy and trying to please everyone’s needs. â€Å"Progressivism was wide-ranging impulse rather than a single organized movement, a multifaceted, often fragmented, and at times contradictory response to the urgent problems created by unregulated industrialization, unplanned urbanization, unrelenting immigrationRead More Populists v Progressives Essay705 Words   |  3 Pagesday of eight hours, postal banks, pensions, and the reform of immigration regulations are just some of the other views and beliefs of populists. nbsp;nbsp;nbsp;nbsp;nbsp;Progressives are activists in a political reform movement known as progressivism, which is a broadly based reform movement that reached its height early in the 20th cent. In the decades following the Civil War, rapid industrialization transformed the United States. A national rail system was completed, agriculture was mechanized

Strategic Branding on UK Broadband Services Free Essays

string(305) " review will consist of three parts: \(1\) Environmental Analysis, highlighting the recent deregulation and increasing competition within the industry, \(2\) Competitive Position of British Telecoms for the market segment of broadband services, and \(3\) Review of related literature on brand management\." Following the deregulation of the telecommunication industry in United Kingdom, a number of competitors and substitute products have emerged. With the mandate under the Communications Act 2003, the Office of Communication (OfCom) was established as a regulatory office for the UK communications industries, which includes television, radio, telecommunications, and wireless communications services. Its scope, under the Communications Act 2003, is as follows: 1. We will write a custom essay sample on Strategic Branding on UK Broadband Services or any similar topic only for you Order Now to further the interest of citizens in relation to communication matters, and 2. to further the interests of consumers in relevant markets, where appropriate by promoting competition. The British Telecommunications (BT) is one of the world’s leading providers of communications solutions and services, which operates in 170 countries around the world. In the United Kingdom, BT serves over 20 million business and residential customers with more than 30 million exchange lines, as well as providing network services to other licensed operators. Its BT Retail subsidiary is UK’s largest communication service provider, by market share, to the consumer and small business markets. It supplies a wide range of communication products and services, including voice, data, internet, and multimedia services (online BT. com). Once a nationalized company, BT plc has traditionally dominated the UK’s fixed line telecom market, controlling over 80 percent of the UK’s access lines, earning ? 8,507 million in revenues for 2006 (BT Annual Report 2006). However, the passage of the Communications Act 2003 has been intended to increase competition to the once monopolized of the fixed line industry in UK. Industry experts predicted that BT Retail’s share of the UK’s fixed line market will fall from 82 percent to 45 percent over the next decade as increased competition begins to bite. At the moment, around 93 percent of UK households have a fixed line, with eight in ten supplied by BT. However, despite the predicament of many industry experts, the benefits of increased competition has not been achieved as BT continue to have strong market dominance within the UK fixed line industry (Richardson 2005). Table 1. British Telecom’s Retail connections Year end 31 March 2003 2004 2005 2006 Total Retail connections (‘000) 29,566 29,661 29,630 28,293 Business 9,208 9,111 8,780 8,353 Residential 20,358 20,550 20,850 19,940 Source: British Telecom Group plc (2006). BT Group plc Annual 2005 Report. (United Kingdom: BT Group) [Online] Available: http://www. btplc. com/Sharesandperformance/Annualreportandreview/Annualreports/Cautionarystatement. htm Table 2. British Telecom’s Broadband customers Year end 31 March 2003 2004 2005 2006 BT Wholesale ADSL end users (‘000) 803 2,226 4,973 7,949 of which are LLU lines 3 11 41 356 of which are BT retail customers 439 967 1,752 2,584 Source: British Telecom Group plc (2006). BT Group plc Annual 2005 Report. (United Kingdom: BT Group) [Online] Available: http://www. btplc. com/Sharesandperformance/Annualreportandreview/Annualreports/Cautionarystatement. htm Despite the high penetration of fixed line business of British Telecom, the level of penetration for broadband services is still very low in the United Kingdom. Project Aims and Objectives The primary objectives of this dissertation will be to determine why many British consumers still opt to use the dial-up as internet connection in the United Kingdom and how companies can attract users to use broadband services. We also review the current market environment such as policies of Ofcom that could affect a company’s marketing strategy. The following is a list of objectives which the author aspires to accomplish in the dissertation: 1. A background study on the current internet access industry in the United Kingdom and prospects on the industry’s growth. 2. An exploration on the relevant theory on the impact of brand equity and brand positioning on company’s profitability and market share. 3. A proposal on effective branding approaches to mitigate the increasing competition with the deregulation of the telecommunication industry in United Kingdom. Importance and Relevance of the Research Primarily the research will be valuable to any business industry or body attempting to build on its business strategies, customer relations and competitiveness in a competitive industry. The research would make businesses more aware of the importance of business strategies in a very competitive industry. It gives you an idea about how businesses can know more about their markets segments and attract more markets. Secondary impact of the research will be on a long term scale, it will aid retail marketing initiatives. The trends of the industry and the markets will have a significant impact on the whole field in the future. The research may also be essential to other interested parties such as the educational institutions business universities, news papers and government. The paper will also be useful later on in academics for future references. The Overview of the Study The remainder of this study is as following statement: Chapter 2, Internet Access industry background and market analysis, will provide first a concise information on the industry market value, market segmentation, and leading companies. We will provide a strategic competitive analysis of the industry using Porter’s Five Forces of Competition and SWOT Analysis using BT Group. We will also briefly discuss Ofcom’s strategic review of the telecommunication industry and its effect on industry players in particular British Telecom. Review of brand management, will review related literature on the brand management such as brand equity and brand positioning. Identify the long-term effects of the effective brand positioning in increasing market share within the industry. Chapter 3, Methodology, will present the methods of collecting primary data from consumers and the chosen research method for the dissertation. Chapter 4, Results and Discussion, will present and discuss the results of the survey. The discussion will also relate the relevant literature and the results that have been obtained from the survey. Chapter 5, Summary, Conclusion and Recommendations, the â€Å"Summary† section will first provide a comprehensive summary of the major findings of this study. The â€Å"Conclusion† section will highlight the implications of the research findings. Finally, â€Å"Recommendations† will be proposed to on the possible approaches to effectively implement an effective branding strategy to mitigate the increasing competition in the telecommunications industry. CHAPTER 2: Review of Related Literature The literature review will consist of three parts: (1) Environmental Analysis, highlighting the recent deregulation and increasing competition within the industry, (2) Competitive Position of British Telecoms for the market segment of broadband services, and (3) Review of related literature on brand management. You read "Strategic Branding on UK Broadband Services" in category "Papers" In the Environmental Analysis section, the research will discuss the competitive landscape of the broadband market in UK, and define the nature of competition within the industry. The research will describe the role of Ofcom in promoting competition within the industry and specific market segment. The research will describe the market size, volume and growth of the industry. Second, the research will discuss the competitive position of the British Telecom in the market. It will provide an assessment of BT’s strengths and weaknesses and how BT has a very strong foothold of the market. Lastly, the review will also highlight the importance of brand management in growing the broadband services business of British Telecom. In this paper, we follow the framework of Delta model which has been proposed by Hax and Wilde. The Delta model defines three points (1) strategic positions that reflect the fundamentally new sources of profitability, (2) aligns these strategic options with a firm’s activities and provides congruency between strategic direction and execution, and (3) introduces adaptive processes capable of continually responding to an uncertain environment (Hax and Wilde II 1999). The Delta model integrates the structural analysis and value chain framework from Porter with the resource-based view on the Firm and complement those with new Extended Enterprise perspective and with offering Total Customer Solutions. The Internet Service Providers’ Association United Kingdom defines the internet access market consisting of total revenues generated by Internet Service Providers (ISPs) from the provision of narrowband and broadband Internet connection through both consumer and corporate channels (Datamonitor, 2007). The United Kingdom Internet access market generated total revenues of $8. 2 billion in 2006, this representing a compound annual growth rate (CAGR) of 6. 4% for the period spanning 2002-2006 (Datamonitor, 2007). In a survey conducted by the Office of Telecommunications, 93 percent of homes currently own a fixed line phone, this proportion has remained stable at just over 90 percent for the last year. At least 4 in 5 households are using BT for their fixed line; however, at least a quarter of BT customers would consider using another supplier if they offered services of equal quality. Furthermore, 18 percent of the respondents mentioned barriers to switching as their reason for remaining with BT rather than positive reasons. These consumers were largely living in non-cabled areas with less choice of fixed line suppliers (Office of Telecommunications 2003). Brand name and the Quality of service The main reason BT customers gave for not switching to another operator was satisfaction with BT, this being driven by the fact that the vast majority of satisfied customers (72%) have never experienced any problems with their services. Generally, BT customers value the service quality and reliability above cost, suggesting that the trustworthiness of other suppliers alone is not sufficient incentive for these consumers to switch (Office of Telecommunications 2003). Barriers to switching A quarter of customers that would remain with BT if other suppliers offered an equal service, mentioned barriers as their reason for remaining with BT. This equates to 18 percent of all BT customers. The barriers mentioned included: switching being too much hassle, cost of switching, unaware of other suppliers, always used BT, and the additional services. The research, however, notes that the respondents are more likely to live in a non-cabled area – hence limited availability of alternative providers (Office of Telecommunications 2003). Key trends in the telecommunications industry The key word in today’s technology is convergence. In the last two years, global telecommunications company have been developing the next-generation voice services that could cut corporate call costs by automatically routing traffic between fixed line and mobile infrastructure (online ITWeek). One key development has been the development of Fixed Mobile Internet Convergence, where IT and media industry deliver both content and the infrastructure to consumers. The widespread adoption of Voice over Internet Protocol (VoIP) has been a promising to consumers yet holds a mixed fate for the fixed line telecoms market. On a positive note, it offers cheap or often free long distance calling to consumers and can therefore boost market share. However, this may be at the expense of diverted traditional sales and loss of line rental and call revenue on fixed lines. On the other hand, VoIP take-up could spread with the proliferation of wireless broadband, as opposed to wireline broadband, which will serve to expand the fixed line market and encourage a more rapid take up of wireless technologies. The development of more sophisticated mobile phones and PDA also threaten to detract from fixed line sales as these devices develop the same quality of capabilities as fixed line services (online IT Week). Analysis of Competition The Delta Model builds on the structural analysis of Michael Porter to gain insight and understand the external factors determining the industry attractiveness and match it with the firm’s resources to be successful in the industry (Hax and Wilde II 1999). In his book Competitive Strategy: Techniques for Analyzing Industries and Competitors, Michael Porter discusses the five forces of competition in an industry. He illustrated the five competitive forces as: (1) Rivalry between competing sellers in an industry, (2) potential entry of new competitors, (3) the market attempts of companies in other industries to win customers over to their own substitute products, (4) the competitive pressures stemming from supplier-seller collaboration and bargaining, and (5) the competitive pressure stemming from seller-buyer collaboration and bargaining (Porter 1985). Porter’s five forces of competition is a widely used tool to determine the company’s current strengths and competitive position. Having a clear picture of the balance of power in a competitive industry will help in planning for a sustained growth in the industry. In the Figure 5, the researchers analyzed and plot the competitive forces in UK’s fixed line telecom industry (Porter 1985). Rivalry of Sellers: Moderate The UK market is relatively fragmented, with no one company dominant. For end users, switching costs are not very high, and in fact ‘customer churn’ is often cited as an issue that ISPs must cope with, particularly in the consumer market. A typical company offers a diverse range of communication-based services, such as TV and telephony, so success in the Internet access business need not be vital to its survival. Furthermore, rapid market growth means that players are not fighting to win a share of a static market from their competitors. Rivalry in this market is assessed as moderate. Buyer Power: Moderate ISPs offer their Internet access services to customers ranging from consumers to large corporations. As fairly similar services can be offered to customers of all sizes, the typical size is quite small. Switching costs are moderate, and include the time required to leave one contract and move to a competing contract. There is some differentiation: for example, one player may offer consumer Internet access as a standalone service, while another bundles it with cable TV services. Also brand loyalty may be significant if an ISP gains a particularly good (or bad) reputation among users. As the Internet has high penetration in the UK, corporate customers in particular will consider the service of vital importance to their business. Overall, buyer power is assessed as moderate. Supplier Power: Strong ISPs act as intermediaries between their customers and the telecommunication infrastructure that underpins the Internet (and telephony): ADSL lines, servers, packet switching software, and so on. Some ISPs, especially telecoms incumbents such as BT, own and operate an extensive physical network themselves. For these companies, key suppliers are manufacturers of the hardware and software involved, such as Cisco Systems. ISPs that do not own a network can purchasing wholesale access to the necessary infrastructure from an owner-operator, and then offer it at retail to end-users. For ISPs using this business model, key suppliers are BT and other network owners. While it is unlikely that ISPs of either type will integrate backwards, since the upstream businesses are very different to their own, most network owner-operators have already integrated forwards into the retail ISP market, and are competing directly with ISPs that do not own networks. Network manufacturers are not completely reliant on the ISP market for their revenues, as they can also operate in markets such as corporate intranet; network owners usually generate revenue from telephone services and their own ISP retail business as well as wholesale Internet access. Overall, supplier power is strong. Threats of New Entrants: Strong The threat of new entrants is strong. New players will be attracted by the continuing strong growth rates in this market. The physical infrastructure needed is usually already available. For example, a cable TV company can move into the Internet access market by making use of the cable network it has already installed; while players without their own infrastructure can buy access to telecom networks. This reduces the capital requirements for market entry – although customer demand for ever-increasing bandwidth may mean that investment in infrastructure will be needed for future growth. Retaliation in terms of price competition is very likely in this market, and new entrants need to differentiate themselves from incumbents – not an easy task when selling a commoditized service that can be specified completely with a few parameters such as bandwidth and downtime. Threats of Substitute: Weak The threat of substitutes is weak: the Internet has developed as rapidly as it has because it is itself a substitute for many other services and products. These include traditional forms of advertising, news providers, music (and increasingly video) physical media such as CDs and DVDs, ‘bricks and mortar’ outlets for supplying goods and services, and communication services such as mail and telephony. The benefits of these older substitutes are assessed as small, as the Internet alternatives have clearly demonstrated their popularity with consumer and corporate customers. However, to take two examples, for consumers with concerns over the security of online financial transactions, or businesses who wish to advertise to segments of the population who are not online, the older substitutes may retain advantages. British Telecom’s Competitive Position A company’s strategy consists of the competitive efforts and business approaches that managers employ to please customers, compete successfully, and achieve organizational objectives. It represents management’s answers to such fundamental business questions as whether to concentrate on a single business or build a diversified group of business, which cater to a broad range of customer or focus on a particular market niche. A strategy thus reflects the managerial choices among alternatives and signals organizational commitment to particular products, markets, competitive approaches, and ways of operating the enterprise (Hooley et al. 2001). Sustainable competitive advantage as argued by John Kay is only achieved if the company has distinctive capabilities or resources that its competitors does not have. Kay (1999) argues that resources can be considered as unique or reproducible. A unique resource, for example the brand name of BT, can be considered as an important asset that can be a basis of sustainable competitive advantage. A reproducible resource and capabilities, on the other hand, pertains to assets that can be easily copied or reproduced by competitors and does not offer the company the distinctive competitive advantage. A good example of a reproducible resource would be the process of delivery voice calls. Many are now able to voice call services on their own and can learn the process more very quickly and easily; however, what differentiate BT is its extensive network infrastructure which it has built over the years to gain scale economies, and build on their strategic brand name (Kay 1999). In understanding the sources of competitive advantage, Hooley Broderick (1998) introduced two fundamental approach in creating sustainable competitive advantage based from Micheal Porter’s Competitive Advantage. Micheal Porter suggests that companies undertake two roads towards establishing itself as a market leader. First, a company can position itself through cost leadership or differentiation. The former strategy requires that a company to operate more efficiently, thereby lowering its operational cost relative to its competitors. The later strategy requires that a company identify a resource that add value for the customer and modify the product or service in a way that will entice the customer to buy (Hooley Broderick 1998). Hunt and Morgan (1996) recommends a resource-based model as a way to investigate competency and superior firm performance through a more intimate integration of organizational theory, marketing and economics. Furthermore, strategic resource improves a firm’s performance over time. If a firm mobilizes unique and immobile resources to create sustainable competitive advantage, then a firm can enjoy generating greater economic rents than competitors in the industry. In addition, the resource-based theory asserts that distinctive competencies of a firm can ultimately result to superior outcomes and performance (Luo, Sivakumar, Luo 2005). Kay (1999) also defined the three primary sources of sustainable competitive advantage as: (1) the market’s barriers to entry; (2) a unique firm history and experience which has transformed the firm and industry; (3) the tacitness of relationship with customers or suppliers. In this section, we assess BT’s competitive position in the market using SWOT Analysis to identify its sources for competitive advantage. SWOT Analysis As we have analyzed the competing forces that could affect the overall success of BT in the fixed line telecom industry in UK, we also recognize the need to be able to identify the strength and weakness of BT as well as external opportunities, and threats. Exhibit 3 illustrates a SWOT analysis of BT strategic capabilities. The value of the SWOT analysis is its ease of use, its simplicity, and its flexibility. In addition, SWOT analysis allows the synthesis and integration of various types of information which are generally known but still provides the possibility to organize and synthesize recent information as well. The insight to be gained in performing the SWOT analysis is the understanding of the core competency of the company that would give it a distinctive competitive advantage over its rival. More importantly, it provides the groundwork on (1) how the company’s strategy can be matched to both its resource capabilities and its market opportunities, and (2) how urgent it is for the company to correct which particular resource deficiency and guard against to particular How to cite Strategic Branding on UK Broadband Services, Papers

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