Ecommerce Industry

Ecommerce Industry And Competitive Environment Study

Ecommerce is not a new name for any of us and at the pace it is growing, Ecommerce is certainly proving to be the new face of how we to do business today. Before going into the details of Ecommerce industry study and its competitive environment, let us briefly analyze initially what Ecommerce is?

Ecommerce also known as Electronic Commerce is referred to the selling, purchasing and exchanging of services and goods over computer networks and all sales terms and transactions are performed electronically. It is believed that Ecommerce is referred to business done via internet only, which is not true as even before introduction of the internet, business to business transactions took place electronically via Value Added Networks (VANs) and Electronic data Interchange (EDI).

Ecommerce can be parted in mainly four categories

  • Business to business (B2B)
  • Business to consumer (B2C)
  • Consumer to business (C2B)
  • Consumer to consumer (C2C)

B2B category refers to companies doing business together in form of manufacturers selling to wholesalers and distributors and then to other retailers. B2C business is the best known form where businesses sell directly to customers. Whether you require to purchase a diary, a dress, a book or a toy, everything is available very easily on the net in a wide variety. B2C being a popular form of Ecommerce will be the main topic which will be discussed in this paper. C2B is referred to people selling their services to companies. For example companies on a budget post their job requirement along with their budget on special websites on which potential service providers bid to perform the job. The company then selects from scrutinizing candidates. C2C is referred to direct consumer to consumer selling in bidding sites or on auction sites. Many websites today offer the facility to directly post ads by consumers for consumers. These sites serve as a mutual trading location for sellers and buyers.

There are also other forms of Ecommerce too such as Government to Government (G2G), Government to business (G2B), Government to Employees (G2E), Business to Government (B2G), Citizen to Government (C2G), Government to Citizen (G2C) and several other types of other Ecommerce classifications.

Historical Ecommerce Industry Overview

The very initial instances of Ecommerce appeared in the initial phase of the internet in 1970s when electronic transactions began taking place in business networks designed specifically to simplify and modernize certain processes of a business such as sending invoices and filling of orders by customers. Ecommerce however became popular when electronic transactions became possible and home computers became common. Businesses availed this opportunity and the early birds are among the highest profit reapers online today.

With a history dating back to a few decades only, the growth experienced in computing technology and networking is exponential and even with a slumping global economy, the sales related to online retailing has is ever increasing.

One prominent name in Ecommerce is Amazon.com which presented the first full scale model of Ecommerce business in 1995 after the World Wide Web was introduced in 1990 by Tim Berners-Lee. 1994 and 1995 were the years that initially saw third party services being introduced in online sales in form of credit card sales.

The next name prominent in Ecommerce history is eBay. As Amazon introduced to the world a common platform practicing B2C Ecommerce practices, eBay levelizing the concept proved that one is not required to be an established entrepreneur or an existing online business to sell goods online. eBay paved way for C2C type of Ecommerce. Today people can buy almost anything online from home goods to shoes, fitness products and even a real shark tooth and all this owed initially to Amazon and eBay who paved the base road for Ecommerce merchants of today.

Although Amazon and eBay are the biggest and famous names that arose as first examples of Ecommerce sites, however they were not the first. The first reported Ecommerce site that initiated the online transaction process was Netmarket, and was the first online retailer that conducted the first secure web retail transaction. The transaction took place on the 11th of August, 1994, where Netmarket sold a Sting CD copy of the Ten Summoner’s Tales. The transaction amounted to $12.48 exclusive of shipping. Similarly the first online bank that performed financial transaction online was on October, 1994 when the Stanford Federal Credit Union offered internet banking facilities to its customers.

Assessing Ecommerce Industry Based on Michael Porter 5 Forces

The model depicting the intensity of the five forces in terms of Ecommerce industry highlights the Rivalry and Buyer power in Red depicting higher levels of intensities compared to substitute threats in Orange.

five-forces-analysis-porter
five-forces-analysis-porter

Model 1 – Michael Porter 5 Forces Analysis of Ecommerce

Assessing Ecommerce on the five forces defined by Michael Porter namely degree of rivalry in an industry, threat of substitutes, barriers of entry, supplier bargaining power and buyer bargaining power allows us to better understand the underlying situations of the industry and accordingly a brief analysis of the industry in terms of the 5 forces is given below.

Rivalry in Ecommerce is great owing to several sellers or players in a single field competing against each other to attract more and more customers. Competition among Ecommerce site is fierce especially with regards to prices as even a small shift in price goes a long way in defining the sales of a particular site within the whole lot.

The threat of substitutes is also relatively higher in the Ecommerce industry owing to a million different players offering the same or somewhat same (substitute) form of goods and services. Since the web has in fact transformed the entire globe into one single market place, this makes availability of substitutes even greater as newer techniques are defined every day that can easily and effectively replace older one, thus turning the strength of a seller on a single day into his weakness on the other. Staying updated constantly and continuously is a prerequisite in Ecommerce industry.

There is literally no barrier of entry in Ecommerce industry. Barrier to entry formerly in brick and mortar industries was associated highly to expertise and capital which has transformed into the least of new entrants worries today. This however does not mean that everyone who enters the industry will get noticed too. In a particular sector of Ecommerce where an old player has invested in time and money along with required knowledge, skill and capability, entrance for new potential sellers is not an easy task. For example any business that has heavily invested in EDI and is using it, will automatically create a barrier for new entrants in the particular trade center. However conversely, owing to the advancements in technology, new ideas emerge every now and then paired with the fact that need to invest heavily in infrastructure is also eliminated, it becomes easy in several sectors of the industry to enter, for example online banking. Since physical buildings are not required, through using advanced internet technology paired with an excellent marketing plan a very unique and successful online banking service program can be initiated.

Bargaining power of suppliers is great in Ecommerce in sectors where relatively low number of suppliers exist such as specialty products. However since generally a lot of suppliers are available, supplier bargaining power is compromised. Every business would want the best bargains from its own suppliers and lot of competition between suppliers equals to reduced bargaining power and vice versa. Also if any supplier is not enabled electronically, automatically its bargaining is reduced.

Bargaining power of buyers is immense in Ecommerce industry owing to the need of keeping production and management costs as low as possible to stay profitable at maximum levels. Also in terms of competing with rivals, Ecommerce businesses require to be as efficient as possible. Also the bargaining power of buyers in any particular sector of Ecommerce is associated with two factors the supply of the product and the number of competitors in a market. With a larger competitor count, buyers bargaining power is at maximum and vice versa. Similarly a surplus in the supply of goods in the market leaves the buyers at a higher bargaining power position. Citing the present Ecommerce scenario, buyers are by far in a much higher bargaining power in a majority of Ecommerce sectors.

Ecommerce Supply Chain Model

Typically an Ecommerce site’s supply chain can be broken down into Customer’s Demands and Feedback, Research Team Proposals, Manufacturers/Suppliers, Ecommerce Business, Digital Financial Institutions, Shipping Companies, Consumer.

Ecommerce Supply Chain Model
Ecommerce Supply Chain Model

Model 1 – Ecommerce Supply Chain Model

Owing to the abundance of competition and the soul nature of Ecommerce industry as being closer and more aware of customer’s requirement, makes awareness of customer’s demands and receiving of feedback regarding product or service a prerequisite in many sites that operate online. Many of the top sites online follow the system of collecting feedback data from customers to device products accordingly to customer’s demands. Although there is a lot of other technological advancement and expert analysis going on in between the main players involved in the Ecommerce transactions as everyone wants to offer the best goods to customers in the easiest possible way however here we will be discussing the above mentioned cycle in particular. For a complex picture of the supply chain in Ecommerce industry refer to the Model 3 at the end of the report.

The normal transaction in an Ecommerce site starts from the manufacturer producing and presenting for sale a particular product that is designed according to present market demands. The products is then priced and presented online to be viewed by customers in the most appealing way that compels them to purchase it. One a purchase is done from a site; the next involved party is the financial institution that will take care of the transfer of funds from the purchaser to the seller. Finally when the customer is done with the buying experience from a site and receives the product, the last step is a feedback which every customer is asked to give regarding the experience and the product/service.

To particularly explain the buying experience of a consumer on Amazon, to better understand the working facet of Ecommerce sites, let us analyze a case study where a particular customer wishes to buy an iPod from Amazon.com. The very first step to shop online and benefit from eShopping facilities is to visit the Amazon.com site and search for the desired product (iPod in this case). The customer has three options to find products related to iPods purchase. Firstly he can find the iPod section on the main page of Amazon or search for it in the “shop all department” or simply visit the electronics category and find the iPod section. As soon as the customer reaches the iPod section, a wide choice of different types and makes of iPod will be available to choose and from them the customer can decide on the one that he wants. The customer will then select that product and add it to his shopping cart on Amazon. If the customer wishes to buy any other thing he can go for it before the payment options appear before him. Once the customer is done with his shopping, he will then proceed to checkout where he will have to go through the membership option if he is a new customer, whereas if he is not he will enter his email ID after which he will be giving all relative details including name, address, postal, etc.

After the shipping details are done with, the customer will then choose the shipping mode he prefers from the various different options provided by Amazon before moving on to the payment mode selection part. Amazon allows you to choose from whether you will be paying through your bank account, your credit card or through the Amazon.com store card. Next you can enter the promotion code for the product and after confirmation of the details being valid, the customer can finally once again confirm the order and the purchase is complete.

Manufacturers today are engaging more and more with their potential customers to offer them exactly what they want, as only those can compete in the industry that are fulfilling the demands of the customers. Knowing what a customer wants previously was associated to very few ways such as surveys, etc. Today however, finding out the preferences and demands of customers is easier as technology has enabled every business to reach out to its customers via social networks and direct online interactions. The supply chain of the Ecommerce industry has thus changed a lot as initially the manufacturer paid more attention on the emerging trends and produced products which were then sold to the customers and feedback was received. Today the supply chain starts and ends at the customers. Manufacturers today interact with potential customers to inquire and know more about their expectations and demands and then accordingly move on to the production phase.

One such example is Amazon itself which sores all data of the customer’s visit and the products they purchased, every comparison they made. Etc. Amazon literally stores in all information coming from every click of every visitor that visits the sites and through compiling these date along with the customer reviews, Amazon.com knows perfectly what a customer wants, prefers and demands.

Once this phase is completed, presentation of these products on the online site is the next place that is evolving through time. Initially sites that offered services or products for sale use to present simply the description of the product or a photo of it to its customers, however today technology has enabled Ecommerce sites to upgrade to phenomenal levels. Not only does these sites regularly upgrade what they present rather a very thorough description and closer to reality images of the product present the same feel and look that is offered in a brick and mortar store. Today you can investigate every corner of a product before purchasing it. In terms of prices, there are several sites that offer services in comparing what a site offers in contrast to others and based on features, effectiveness and price comparability one can easily choose the best service or products for themselves.

Next comes in the financial institutions that play a major role in transforming the Ecommerce industry today. Almost every bank operates online today offering online banking solutions. Ecommerce sites in order to facilitate customers offers a variety of online financial solutions to choose from. You can pay easily through credit cards, direct online transfers or also through online financial institutions such as PayPal. Every Ecommerce site offers a variety of payment options so that customers from the world over feel easy to purchase from that site.

In the past banks have been slow in introducing mobile banking payment options however today they too realize that it is the need of time and more and more banks are introducing mobile payment options. These options today are not only found in form of mobile banking apps but also non-banking players are moving in this area of providing NFC (Near field communication) services of payments to customers.

One latest example of NFC services incorporation with mobile payments is the Apple Pay. Recently Apple has announced its new payment feature, named Apple Pay, which is a NFC compatible system that will allow the iPhone 6 and 6 Plus users to make their payment at more than 200,000 US retail locations. Apple has also boosted up its security features addressing some of the top mobile payment concerns of the consumers. With this massive mobile payment option, the world of mobile wallet is expected to boom to new heights.

Mobile payments are not still very popular as at the end of 2013, according to a survey only 6% of adults in US claimed to have used a mobile payment option at the payment terminal however the percentage is expected to grow by 33% by the end of 2014. Mobile wallet adoption is at a high and the new millennial (individuals aged 18 to 34) are the top users of mobile wallets. The newly arising in-app crowd that is allowing a bypass payment terminal for users to make purchases via their phones is promising a fundamental change in how we pay in restaurants and bars making the whole process completely software driven.

Shipping companies or courier services are also a major part of the supply chain as the assuring processing of the goods to the customers in the shortest possible time effects the whole purchasing experience tremendously. Earlier on a few shipping options were present only and normally companies used to cater to local markets only, however today the scenario has changed completely. Companies today cater to international markets as well offering competitive ways to ship products to purchaser.

Lastly the process of receiving feedback which can also be termed as the initial part too is critical to the whole process as special research teams analyze the feedback and accordingly not only improve and enhance services and products but also the purchasing experience of the customer.

Through time as lot of change has been seen in this typical Ecommerce supply chain as earlier on the number of online financial solution providers was limited whereas today several different options are available. User interface has been improved tremendously owing to technological advancements and international shipping companies have made international shipping affordable and a pleasurable experience opposed to a few years ago.

Ecommerce Industry
Ecommerce Industry

Earlier on in Ecommerce scenario, the product was the main focus of attention for a buyer as they were more interested in the quality and price of the product, however with the increased competition online, a buyer can easily find today, the best product and prices and so the concern of customers has shifted considerably towards the best shipping and secure financial dealing options. The widespread of the internet has also conjured up a lot of fraudsters that are always after tricking people off their money and financial institutions to overcome this fear of shoppers regularly update and ensure safe and secure transactions of finance and related information. The margins of Ecommerce industry although do focus on the product and service however a shift towards secure financial options has been observed and the online financial institutions seem to be in a bliss of time currently in terms of earnings online.

Companies that offer secure financial transaction ability, diversity in product portfolio and a diverse selection of shipping options today are gaining that competitive edge over competitors. Owing to the same fact new payment options such as Apple pay or other forms of mobile payment will further revolutionize the online financial sector and the already blooming segment of Ecommerce industry is expected to see more enhancement and progress through introduction of more secure and easier payment options.

The supply chain network of Ecommerce industry is continuously showing shifts as initially the Ecommerce sites through a variety of low priced and competitive products were luring customers towards themselves and earning more money. However today with more and more easy mobile payments, big companies like Apple can reap benefits of the financial payment methods and sell their products easily to customers. Although sites that offer diverse products are the high earners today, the trend is definitely shifting.

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Marketing Strategies Dominos

Domino’s Pizza Global Market

Product and Service Description

Domino’s Pizza is a company that has been in existence since the 1960s and has used various marketing strategies in order to ensure it achieves its marketing goals. The organization’s logo was initially planned to include another dot with the expansion of each new store, yet this thought immediately blurred, as Domino’s accomplished quick development. Reflecting Domino’s development, the organization had extended to 200 saves by 1978. During 1975, Domino’s confronted a claim by Amstar Corporation, the creator of Domino Sugar, asserting a trademark encroachment and uncalled for rivalry. In May, the Court of Appeal in the New Orleans found for Domino’s Pizza. This strategy helped protect their market and customers from copyright infringement.

Evaluation of current competitive advantage

In evaluating the current competitive advantage for Dominos, it is quite imperative to understand the company’s current market and how it has survived through the market to gain its marketing niche. Evidently, the company has achieved great success in its current market due to various marketing strategies such as the use of SWOT analysis to help in ensuring it identifies its strengths and weaknesses in order to carry out its activities in an effective environment.

SWOT Analysis

Strengths (S)

  • The company has a competent leadership that will steer it towards success through effective marketing.
  • The provision of after sales services and other support services for the clients will give the company a competitive advantage such as Pizza deliveries
Weaknesses (W)

  • The company is venturing into new territory with no prior experience. This might work as a disadvantage to them as they might not know how to handle any arising issues due to lack of experience.
  • The company could face challenges in the lack of enough finances to propel the strategy and goals of the company.
Opportunity (O)

  • The company’s employees and management can engage in tactical marketing by promoting their services in the local newspapers.
Threats (T)

  • Dominos faces threats from the bargaining power of its suppliers. This makes it challenging for the company to grab a large market share.

 

In May 1983, Domino’s got to open its first worldwide store, in Winnipeg in Canada. Domino’s also opened a 1,000th store. In 1985, they opened the first store in the UK in Luton. In 1985, Domino’s had the first stores in Tokyo, Japan. By 1996, Domino’s had stretched to 1,200 global areas. In 1997, Domino’s launched its 1,400th universal area, opening seven saves in one day over five continents. Between 2007 and 2012, Domino’s bit by bit secured the vicinity in India with no less than 1,000 zones by 2012. By the start of 2014, the organization had developed to 6,000 worldwide areas and wanted to stretch to the pizza’s origination, Italy. President Patrick Doyle during May 2014 said the organization would focus on its conveyance demonstration there. This paper seeks to look at how Domino’s will use the various marketing strategies in their African outlet in South Africa.

Domino’s Mission Statement

Dominos has a simple and clear mission which states, Sell more Pizza, have more fun!

Reasons for choosing South Africa

South Africa is situated as an upper-focus wage economy by the World Bank and is viewed as of late industrialized country. Its economy is the second greatest in Africa and the 28th-greatest on the planet in the extent of buying. South Africa has the seventh most elevated for every capita for each wage in Africa, notwithstanding the way that poverty and predisposition stay in all cases, with around a quarter of the masses unemployed. In any case, South Africa has been perceived as a middle power in worldwide issues and kept up huge territorial effect (Blecker, 2006).

Market Analysis Summary

South Africa comprises a mixed economy, the second greatest in Africa after Nigeria. It similarly has a reasonably high GDP for each capita stood out from distinctive countries in Sub-Saharan Africa. The food business in South Africa has united liberally starting late, and today a discriminating number of the greater pizza makers have budgetary associations or key plots with the critical South African retailers. The pizza industry, on the other hand, has greatly improved altogether. So have the five greatest retailers, and together this record for about a large portion of total retail bargains in South Africa.

The Pest Investigation

Political

It suggests the courses in which the government can intercede in an economy in regards to natural and work laws, obligations, exchange confinements and obligation methodologies. It moreover exhibits how the organization can impact preparing and prosperity and how it will impact the base the associations. As a South African government Plan follows, the structure of the economy will be changed over through industrialization, wide based dim budgetary fortifying and bracing and broadening the piece of the state in the economy. The company currently has a soft landing due to the implementation of various government strategies to the South African market. In order to achieve the best service delivery in the market, the firm has come up with the best strategies that can be used to ensure that the marketing environment favours them. Additionally, the government tariffs in South Africa are affordable for the company hence allowing it to carry out business activities effectively without having to face strict policies (Stevens, 2007).

Investment Factors

South Africa has jumped over two spots to transform into the thirteenth most-appealing end of the line for outside quick financing, according to a late survey by overall guiding firm AT Kearney.
The outcome of the 2014 Foreign Direct Investment Confidence Index, which takes in the viewpoints of senior executives from 300 of the world’s heading associations in 26, separates countries. South Africa being one of the best performing nations in Africa, investment factors directly favour the company hence allowing it to have as much outlets as it can manage.

Economic Factors

Strong economies have more money being differentiated in a given gathering; there are various financing assumptions that impact retail arrangements, and these need to get explored with a determined eye. One of the best-budgetary parts that impact retail arrangements is occupation open entryways, which particularly prompts the included discretionary pay of people that imagine that it hard to contradict inspiration buying, and who have no issue gathering gigantic charge card commitment to keep up a certain lifestyle. South Africa’s economy is seen as “unobtrusively free,” being surveyed as the 74th autonomous economy of 177 countries. It is situated sixth, out of 46 countries in sub-Saharan Africa. The economic factors in South Africa are quite useful since they have allowed the company to gain popularity and increased the earnings of the company over time (Stevens, 2007).

Target Segment and Marketing Strategies

The target of Domino’s pizza is to serve the locals with a grouping of types of foods that they encounter issues finding in one spot at any supportive time. We will serve every ethnic gathering with a blended pack of pieces of foods depending upon their feelings. These business segments get underserved in the noteworthy retail outlets. In South Africa, the potential for the clients to purchase will be higher. Since it has a marginally lower unemployment level as contrasted with other African nations consequently, they can buy our items

Market Needs

Domino’s Pizza needs to ensure that it carries out an effective research on the market needs of various prospective buyers by including its list of preferred products in the brochures that should be distributed to the customers within the shortest time possible. In addition, identifying the market needs will also help the firm in ensuring that it achieves the best competitive advantage strategies that will help in making sure its marketing strategies are effective.

Market Trends

Practicality is basic to the organization’s long haul achievement. It has risen up out of the need to certification it continues succeeding inside an unquestionably pressurized and eccentric nature, by making fitting abilities and breaking points. The manageability wander has helped the social event expand a deeper understanding of nature’s turf in which it meets expectations, clearing up the specific internal and outside issues most separating to long term viability. Moreover, the approaching examples and change in plans that will help Domino survive is its values and takes after styles and new examples among youngsters (Pliniussen, et al., 2002).

Market Growth

The GDP in South Africa annually was about 0.6 percent during the first three months of 2014 over the past quarter. GDP Growth Proportion in South Africa found the middle value of 3.16 Percent between 1993 and 2014. The growth proportion in South Africa is encouraging since it encourages investors in South Africa. As a result, it is quite imperative to help in ensuring that the market is fully occupied by their products in order to gain access to more customers. Marketing being one of the factors that guide the development of a firm’s products or services, there is need to help in ensuring that the products will lead increase in profitability.

Marketing Strategies
Marketing Strategies

Domino’s competitive position in 3 years’ time

In the next three years, the company aims at covering the best market share and giving the best services to their customers. As a result of intense marketing strategies that involve proper market research and consumer acceptability, the firms aims at being one of the largest in the South African market. Additionally, it is apparent that proper market analysis and use of Porter’s Five forces of competitive advantage will allow the firm to gain the best customer trust. It is also evident that firms need to ensure that they give the best services since there is need to have as many customers as possible.

Industry Analysis

In order to achieve the best competitive position in the next three years, the company needs to ensure that it works with the industry analysis to ensure that it identifies the gaps in the market. Our thorough appraisal of South Africa’s working surroundings and the viewpoint for its heading divisions are structured by bringing together an abundance of information on worldwide markets that influence South Africa, and in addition the most-recent industry advancements that could affect South Africa’s commercial enterprises. This interesting coordinated methodology has provided for us an impeccable record of accomplishment for foreseeing imperative movements in the business sectors, guaranteeing we are mindful of the most-recent business open doors and dangers in South Africa before our rivals (Kim, Fiore & Kim 2011).In the year under audit, South Africa was a solid entertainer regarding the matter of getting credit (first), securing financial specialists (tenth) and instalment of assessments (32nd). It got positioned at an impressive 39 for managing development allows, and beginning a business in South Africa is additionally simpler (53rd). Moreover, the best approach to powerful arranging is using a showed wanting to look at your product’s marketability (Stevens 2007).

Main Competitors

Understanding the major competitors is important in helping the company chat its way towards the achievement of its marketing goals. Knowing our competitors’ sales technique and the apparent nature of their stock will help us know how to come in, as a new Pizza business. Dominos is the largest pizza manufacturer in the country. It supplies major retailers such as Woolworths, Truworths and Econ. Domino’s has been experiencing financial difficulties since 2008, this provides us with a good opportunity Armani is financially stable (Okonkwo 2007).

Pricing Strategy

Pricing is a part of the advertising blend that decides your organization’s profit potential. In a focused business sector, the objective is to offer what clients need and to set costs that the market is ready to endure (Engle 2008). We will utilize different estimating routines as part of the request to draw in our clients. By using the most favourable prices, the company aims at becoming the customers’ most preferred outlet in South Africa and the African continent.

Competitive Pricing

A pricing strategy involves setting your apparel prices below or above the competition. As a firm that needs to build the best marketing strategies, competitive pricing is one of the most preferred strategies that the firm seeks to use in order to gain the highest market share in three years. In addition, the firm seeks to provide special services that are not offered by other firms in order to gain more customer loyalty. In three years, the firm seeks to include delivery services to customers who might need the products of the company but are not able to reach the firms premises (Mills, 2002).

Markup Based on Cost

A mark-up-based-on-expense procedure considers the assembling expense of a thing and the most-elevated value the business sector can stand to return adequate net revenue. In three years, the firm seeks to come up with the most effective way of attaining customer trust by selling its products such the high quality pizza. Regularly evaluating involves multiplying the assembling expense of a particular thing to yield a real or proposed retail cost. In order to become the best firm in South Africa, Domino needs to utilize this strategy in order to gain the highest number of customer.

Discount Pricing

There are a few approaches to Discount Pricing to expand client loyalty and helps guarantee overall revenues, for example, by offering coupons, gift certificates, occasional deals and in-store cross-promotions (Harrison St. John, 2008).

Clear recommendations on what the company needs to do to achieve the three strategies

In order to achieve the above strategies, the company needs to use Porter’s five forces of competitive advantage. Ideally, the strategies will help in ensuring the company attains the best in the market in order to beat its competitors and gain the highest market share.

The first force I would look into is Supplier Power: Here I would assess the ease of driving up prices by suppliers. Under this force, I would asses various suppliers and their prices. In addition, I would evaluate their effect and control on the business the management is intending to buy. The lesser the supplier choices the business has, and the more the business need the help of suppliers, the more powerful our suppliers would be (Blecker, 2006).

The second force is Buyer Power: under this, the company should ask the ease at which buyers can drive prices down. Moreover, this force would be driven by the number of buyers, as well as each buyer’s effect on the business that the management intends to buy. If the company deals with few buyers, who are powerful, then the buyers can often dictate terms to the business.

The third force that I would use is Competitive Rivalry: here, it is essential to look at the capabilities of the firm’s competitors. If the firm’s competitors have high quality products that are of more friendly prices, then I would advise the management not buy the business. On the contrary, if the firm has weaker competitors with low quality goods and services, then I would advise the management to carry out the purchase.

The forth force that I would consider Threat of Substitution: This factor is mainly affected by the customers’ ability to find an alternative source of what the company supplies. If substitution of the firm’s goods or services is easier for the consumers and substitution is viable, then I would advise the management not to buy the business since this would weaken the power of the firm. The last force, according to Porter, is the Threat of New Entry: this is looked in the perspective of other firms entering the market. If the business would cost little time, legal requirements or money to enter our market and compete efficiently, then I would advise the management to buy the new firm. In addition, if the economies of scale are few, then I would advise the company not to purchase the business since that would weaken the company power. In case the business has strong and durable entry barriers, then I would advise the management to take advantage and purchase it. This would eventually have a great impact in helping the company gain the best market share.

Another major factor that needs to be used in order to access the largest market share is technology. Specifically, the firm can use technology in advertising and making good use of its available computers to reach customers via the social media channels and other technological adverts. As a result, the company will have better access to the best clients who will help in improving its profits and marketing strategies (Kalb, 2007).

Recommendation

Domino’s Pizza needs to ensure that it implements all the strategies mentioned in the paper in order to achieve its marketing objectives and in order to get a larger market share for its products. In addition, the company needs to ensure that it works towards achieving the best sales from the products due to better pricing and marketing techniques. Besides, Domino’s has to come up with the most achievable objectives that will help it work towards maintaining the current marketing position. This can be done by opening a number of international branches. The South African branch should, therefore, work with other branches to help Dominos become successful in its marketing strategies.

References

Harrison, J. & St. John, H (2008) Foundations in Marketing Strategies. Mason, OH: Thomson/South-Western.

Kalb, I. S (2007) Fundamentals of High-Technology Marketing Strategies: What Marketers Need to Know. Los Angeles: K & A Press.

Mills, G (2002) Retail Pricing Marketing Strategies and Market Power. Melbourne: University Press.

Stevens, R. E (2007) Marketing Strategies Opportunity Analysis: Text and Cases. New York, Best Business Books.

Schindler, R (2012) Pricing Strategies: A Marketing Strategies Approach. Thousand Oaks, California Sage Publications, Inc.

Blecker, T (2006) Marketing Strategies, Customer Interaction and Customer Integration. Berlin, Gito

Pliniussen, J. Jones, T & Cram, W. A (2002). Business Case Analysis Process: Workbook With Software: Broadening the Perspective. Concord, Ont., Canada, Captus Press.

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Cultural Factors Psychology

Cultural factors in diagnosis and treatment are highly imperative. This paper includes critical thinking on the perils of using mainstream methodology with non-Western cultures.

Cultural factors have deep roots in the clinical psychology. Cross cultural psychology has now become an inseparable idea in clinical psychology. Culture cannot be avoided in order to make a precise judgment on mental problem. The paper is based upon literature review on various academic articles and books written to cover the significance of culture in clinical psychology. It offers systematic review based upon authentic basis regarding psychological treatment considering the cultural factors involved in diagnosis. Efforts are expected to focus on accurate judgment, suitable therapeutic process and an eventual release of the painful feeling.

The capable psychoanalysts must be devoted, and eager to understand the cultural backdrop, past experiences and its correlation with the psychological diagnosis and handling of the case. Also a patient from non-western cultural background must be treated with extreme care while considering his cultural beliefs as important indicators to achieve optimum output; an ultimate relief for the patient.

Respecting the consensus developed by historic and contemporary professionals, a psychologist can enhance efficacy of the treatment and avoid the perils of the mainstream methodology in treatment of non-western cultures.

Cultural factors are one of the most significant variables in the field of clinical psychology. A clinician cannot aim for precise diagnosis and appropriate treatment without considering the culture of the patient as a guiding principle, as many of the psychological behaviours are directly influenced by the cultural norms.

The paper presents a review of different cultures and their requirement for the diagnosis of treatment on mental health problems. It will also highlight potential harms of applying mainstream methodologies on a non-western client. A detailed literature review will explain the main aspects of non-western culture and culture related attitude on mental health.

While treating the mental disorders, it will be useless if a general method is applied on everyone, without studying the socio cultural background of the client and salient features of the specific culture. We can explain its importance through an example; drinking habit may be a serious issue in a culture and may demand psychotherapy to get rid of it, but it is possible that it is considered as a normal thing in another culture.

Also shyness of a female towards the males can be considered as a psychological problem in the western culture, though it may be considered as a normal behaviour in non-western traditions. Any diagnosis cannot be appropriate unless it is seen through the lens of the culture. Every psychological disorder has a deep connection with religious beliefs, ethnic norms, and native environment.

An expert clinician has to identify that root first before making a professional judgment on the problem, type of treatment and therapeutic process required, and mannerism of the sessions, and required cultural sensitivity aspects during the therapies. The need of cognitive testing can only be identified after thorough analyses of the cultural factors behind the problem.

Cultural factors in psychological diagnosis and treatment; an overview

 Psychological diagnosis is very much dependent on the symptoms in human behaviour. Talking about the general perception on mental illness or disorder, anything different from a usual behaviour is referred as a psychological disorder. These perceptions are closely related to the culture possessed by the patient and also the interpretation of any behaviour as according to the cultural norms.

We can understand this phenomenon by an example of some sort of mania. Mania is almost a common problem found in almost all the cultures, but the clinician must be very careful in diagnosis, as there is a probability of confusing the culture related expression of distress as wrong diagnosis of mania. We can observe cultural diversity in stating the depression, but it may be under diagnosed, usually on initial stage and careful measures are not taken.

It is true that somatic characteristics may be identical in all the cultures, yet, it is critical to differentiate physical descriptions of a sentimental situation. Generally ways of expressing depression are different in all the cultures, however, sad mood, unwillingness in enjoying something, nervousness, and feeling energy less are common symptoms of depression. Culture cannot be neglected for any sort of psychiatric treatment like, while classifying depressive disorders, for example, we have to consider both internal factors within the individual and external factors related to the culture of the subject (Cowen P. et al. 2012. p212).

In the discussion, as it follows, various culture factors will be elucidated as they influence psychological diagnosis and treatment in various situations. It is also important to know how the treatment can cause harm instead of healing the suffering if a client from non-western culture is dealt in mainstream methodologies of diagnosis and treatment.

Cultural diversities and mental health

Culture is an inherited asset which travels from generation to generation. This is a factor which has direct influence on all aspects of the lives of human beings. As far as the approach on mental problems is concerned, it varies from person to person, family to family; various ethnic groups, culture to culture and country to country.

It has been observed that culture and religion have a strong influence over the mental health of a person, and initiation of mental illness. Also cultural mannerism of responding towards such problems, determines the extent of agreement of the patient for mental sickness treatment and consistency in this regard. It is very important to understand that representation of mental wellbeing service demands cultural sensitivity for improving acceptance and awareness on the use of these services.

This will help to reform approach about mental illness, as it is different from the one customary in the west. We can review a case study to understand this difference. This comparative study was conducted by universities in India and America, to compare behaviours in India and USA. It was found that the students from India perceived depression as an outcome of the factors like, being unsuccessful in achieving goals, or else which can easily be controlled by them individually, and felt that only way to manage depression is to ensure social facilitation and religious practices. They suggest that understanding and treating depression must consider diverse point of views on mental illness for enhancing the efficacy of mental wellbeing plans (Nieuwsma, J.A.et al. (2011). p 539-568).

Relationship of psychology and culture has been discussed by many expert psychologists, according to Triandis H.C. quoted by Kitayama S. and Cohen D. (2010), history of psycho-cultural tendencies have shaped the contemporary approaches of cultural psychology, and the future of this field is also based upon the same.

He emphasizes on the close connection of the language; a salient feature of each culture, and psyche. He believed that language is the key to understand the thoughts of the speaker. Due to interaction of various people within the same culture, many agreements are found on the ways to behave collectively. These practices by the time shape the mind accordingly, thus we can say, an individual expresses his culture which he has been brought up (Kitayama S. and Cohen D. 2010).

Mental illness as a stigma in various cultures

Perceiving mental disorder as a shameful fact may be due to many reasons, for example, any of the apparent reason of the sickness. Many studies have reported other major distinctions in behaviour towards mental illness amongst cultural groups in the USA. Carpenter-Song et al. (2010) performed a thorough, one and a half year long culture based study.

The subjects for the study were 25 patients with critical mental illness. These were European-American patients engaged in regular treatment by expert psychiatrist, inclined to state convictions about mental sickness associated with medical viewpoints about the illness. Contrary to this, people belonging to Africa, America or Latin patients were more liable to highlight non-medicinal explanations about the signs of mental disorders.

Though, all the subjects from 3 cultural clusters shared about some sort of stigmatization because of their mental problems, this very shamefulness sentiment proved to be a main part of the African-Americans reactions, hence it was not focused in case of European-Americans, instead they inclined to consider mental problems as major and most important side of the human requirements on health.

As far as African-Americans were concerned, they were frustrated when the clinicians emphasized on the need of medication. In case of Latin persons, they generally considered diagnosis of mental sickness to be a severe damage to their social image and status; they focused on stating the sickness on a very low severity to stay safe from extreme stigma (Carpenter.S. E. (2010) p 224-251).

As argued earlier, when we talk about stigma, its severity may be different in different individual cultures, which refers to a diverse nature in western and non-western cultures. In the non-western culture, sentiment of dishonour linked with mental disorder is very high. In such cases a mental situation, in which the patient thinks as if he is humiliated or not cared by anyone, leads to extreme loss of self-belief; thus the symptoms of mental sickness may even enhance.

Another evaluation of the association between ethnicity & cultural beliefs and mental disorders is conducted by Abdullah et al. (2011). This study illustrates thoughts on broad diversity of culture related ideas embedded in mental condition. For instance, a number of the cultures may not regard mental disorder as a cause of disgrace, some of those only focus on the extreme problems but others may feel shame on disorders of any level of problem. Generally, non-western people are highly anxious about their traditions, self-control, individual associations and expressive connections, mental illness is taken as shameful dilemma, not only for the specific person, but for the whole immediate and extended family. (Abdullah et al. 2011)

Resistance from the patients

Bailey et al. (2011) have shred about reluctant behaviours regarding mental treatment. He notes that sense of being ashamed, religion related misconceptions, lack of trust on the clinicians and language barriers and communication issues may be the reason behind this resistance in opting for mental health treatment as required (Bailey, R.K.et al. 2011 p 548-557.) In certain cultures clients show a lot of resistance just to satisfy their self-respect that they are normal and it will be real dishonour if they admit and accept need for mental treatment.

That is the main reason behind the concept that understanding culture of the client is very important, so as to understand the root causes of the resistance and reluctance. During the therapies, the clinician must develop a good rapport with the client, which is only possible with some awareness on the culture of the client. An expert clinician must focus on building a good relationship with the client during a few initial therapeutic sessions.

It may be performed through friendly discussion demonstrating interest in getting awareness on the client’s culture, which must be complemented through attempts to gain knowledge on the same through books and other sources, such as, friends and family of the client, other members of the same community and other internet sources.

This way the client will share many thoughts from his subconscious, and the root may be identified, along with a great control over the expected resistance from the client. Especially when we talk about non-western culture; as argued earlier; their stigma may be a great source of resistance. This can be overcome, if the client receives friendly signals from the clinician, and a sense of trust worthiness for thought sharing.

Cultural sensitivity while treating non-western clients

Generally, Non-western clients, especially Muslims adhere to their religious beliefs; therefore, it is crucial to be aware on the cultural heritage, and religious background of the Muslims for the contemporary psychologists, so as to ensure efficacy of the treatment, as this group of clients is rather difficult and needs to be understood properly. We have a discussion about the Muslim cluster in the non-western culture as it the biggest majority group in the non-west representation.

Considering religion, as a central point of the human life, makes it possible for a practitioner to manage therapeutic process with a high level of skill and anticipation of the optimal output, when tackled in religious framework. Religious beliefs, spiritual thoughts and mental health have an interesting correlation to apply for treating several mental disorders efficiently. Keshavarzi H. and Haque A. (2014) in an article highlight the need of improving the psycho-treatment procedures with the help of its integration with the culture and religious values, while treating Muslims for psychological disorder.

Religious faiths about the reason of mental sickness are typically unconnected to biological systems. Most of these are considered as a curse due to any bad deed in the past, or due to some spirits. However these symptoms may be different in the young and old generations. Also the nature of sickness differs in the native non-western client and second generation borne in a different culture. (Keshavarzi H. and Haque A. 2014)

Keshavarzi H. and Haque A. (2013) also quote Veling et al., (2008) who have highlighted non-western tendency of community based culture. It is a general norm that Muslim are fond of replication of a community environment similar to the native culture, wherever they live, such as community centers, caring for right of neighbours, selfless attitudes, mutual reliance and family values. These strong bonding practices generally tend to reduce chances of mental problems.

Cultural Factors Psychology
Cultural Factors Psychology

Lack or absence of cultural knowledge, especially on religious faith, norms and practices by non-Muslim therapists may be a hurdle in creating a remedial association with the client. It is important to be aware of certain practices which are extremely conflicting with Muslim cultures as observed in the west. Male and female interaction can be one of the examples, which is extremely prohibited in Muslim culture, though considered a normal matter in other cultures. This can lead to a serious problem during the sessions, if not understood according to the cultural requirements. For the therapist, it is also recommendable to make collaboration with religious leaders, so as to enhance religious understanding on the Muslim psyche and Islamic modes of treatment (Keshavarzi H. and Haque A. 2013).

We see that there is lack of sufficient materials on culture specific treatment methodologies for non-western clients. Many therapeutic concepts cannot be applied on the non-western client the way these may probably be efficient for the western client. Treatment of non-western client, though complicated, it also holds many helpful resources within its roots.

As we see that in the non-western culture, family values and social relationships are highly cherished. These may a helpful tool for resource mobilization. To cope with language barriers family members can be a helpful resource. Another precaution is also recommended by Cowen P. et al (2012) that assigning a translator during sessions also demands special care about the selection of the person to interpret. As a general observation it is a fear that involving a translator, other than the therapist himself, may cause difficulty to achieve specific results, besides ever-increasing the duration of the meeting. Mare transformation of the language may not be helpful while the person is not a health expert, sometimes the spirit of the conversation is lost while translation process.

This problem can only be conquered with the help of same community members, close family relation, or assigning a professional psychologist, the responsibility to communicate and interpret with the non-western client, and then be a part of diagnosis and therapeutic process. These dissimilarities are not exclusive for Muslims only; the other representatives of the non-western culture, such as Hindus and Buddhist are also different in terms of their traditions, norms and their approach towards mental illness, from the western culture. The same requirement of studying the specific culture persists for the therapist for a patient who belongs to any of these cultures (Cowen P. et al 2012).

All these arguments on the study of clinical psychology elucidate that dealing mannerism must represent adaptability according to the requirement of the culture when handling patient from a culture, which the therapist does not belong to. It must be understood that mainstream psychological methodologies might not fulfill the extraordinary needs of the situation.

It is also quite natural that a single person may not possess the knowledge about each and every culture in the world, which makes things more complicated for the psychologist to have the anticipated outcomes. In some cases patients may even assume biased behaviour from any person or a group, financial stress, and a feel of inaccessibility to services if he is uncomfortable in any other culture, this might transform into the symptoms of mental illness later on. As a general observation, most of the cases of migrants emerge due to adaptability issues and may become severe if not handled on time with due diligence (Cowen P. et al 2012. p. 26. Ch 3).

As argued earlier, mental health issues with the systematic application of connection with the clients may notably increase because, most of the issues come forward because of cultural intricacy. Even the best knowledgeable practitioner may not be able to ascertain mental well being of a patient, if, he does not make himself well aware of the culture; the patient is coming from, and all probable cultural approaches which may be contributing in increase of mental illness motives in the subconscious of the patient.

The contemporary studies emphasize that culture has unambiguous connection with psychological problems. A psychotherapist must not stress on conservative systems of treatment, and bring in inventive thoughts in accordance to the requirement and judge diverse features of cultural psychology (Tseng W.S 2008).

As we learned from Keshavarzi H. and Haque A. (2014), that initial effort for applying the psychological approach is the precise judgment of the issue and the performance level of the patient. In this regard, the therapist has to collect information which is essentially required for treatment. If the judgment indicates a high tendency of the client towards religion, the therapist must take that into account. This may be evaluated during initial informal discussions through the use of terminologies and his general approach.

The clinician must have an intention to develop an understanding with the patient on how the objective of the treatment is set. Later, a detailed session should be conducted to assess how he expects the improvement as a result of the therapeutic process. If the patient does not take interest in self-actualization, and wants focused attention to the specific problem, therapist must not resist, and make the client comfortable, removing discomforts of cultural difference (Keshavarzi H. and Haque A. 2014).

When we talk about the cultural beliefs in Arabian culture we cannot exclude religious and traditional methods of the psychotherapies. The majority of the Arabs rely on conventional healers, also referred as faith healers, such as experts of herbal medicines, religious elders of the region, healing through rituals. Unfortunately the initial level of mental disorder is assumed to be an assault of evil spirits such possession of the body, which can just be treated with the help of rituals. Treating the mentally ill person is believed as a punishment for the patient, that might mark him as a crazy or abnormal person forever, thus restricting hi normal movement in the in the society for the rest of his life (Parekh R. 2013).

The most complex idea about this subject is the command of a clinician about the features of every culture. Though it is not simple but the clinician must be open to learn about the cultural features which truly have an effect on the healing procedure. Cultural knowledge compliments the success of the healing procedure by demonstrating respect for the patient and the culture. The most important aspect of the point is that a proficient psychologist must be impartial, enthusiastic, and considerate on the cultural surroundings, the history and its link with the course of analysis and therapy.

The whole discussion stressed over an idea that culture and psychology cannot be viewed in isolation; we cannot suppose on the performance of brain and a culture bound psychosomatic approach, linked with one culture and expected to apply in any other culture, these aspects must be taken into account during therapeutic process.

While treating non-western clients, we must be clear on a few general distinctions in the culture, Such as:

  • Adaptability issues
  • Effect of religious beliefs on psychological beliefs
  • Strong family bonding
  • Reluctance of women on open communication with a male therapist,
  • Entirely different social environment
  • Less preference of psychological treatment as compared to physical issues.
  • Language barrier

Keeping all these aspects in mind, a clinician has to show respect for that cultural characteristic to develop outstanding professional relationship with the patients. Talking about sentimental problems in a responsive manner may help in this regard, because, general tendency of the non-western clients demonstrates shyness in discussing personal events, which may point towards the roots of the problem which may be linked with the cultural beliefs. Thus, to discover secrets of the subconscious, information on the patient’s culture is unavoidable.

As we have already discussed that family bonding and social relationships are very strong in the non-western culture, these may also give rise to some problems related to the expectations associated with these values. These false expectations may give birth to a feeling of disappointment or betrayal from a close person. It also makes them feel that those people have wasted their sacrifices and have not cherished their support. This leads to anger and fury for their own selves as well as for others.

This also gives rise to hopelessness, and trust over others including their psychologist. It can also result into discontinuation of constructive attitude; which generates dire need of family support, counselling and cognitive therapy with individual. A feel of being deprived regarding marital rights can be an example of such cases. These sort of cases are culturally sensitive and may be dealt with high care, after acquiring sufficient knowledge of the specific cultural values and norms (Keshavarzi H. and Haque A. 2014).

Mainstream methodologies: Benefits and Perils

Before concluding the paper, we must focus on the perils of the mainstream methodologies when applied in non-western culture. During our argument, one thing has been concluded that we cannot study psychotherapeutic treatment in isolation; culture must be included in the analytical process. We can classify the type of clients in two culture specific groups:

  • Western culture
  • Non-western culture

Both have very clear dividing lines for general understanding on cultural beliefs. As we conclude that cultural beliefs play a major role in psychiatric diagnosis and treatment. The very first step involves the basic understanding on the culture of the patient and to what extent these beliefs and norm influence his cognitive behaviour. Though these are the two basic cultural groups, the non-western cluster may further be divided into more clusters based on religion and geographic trends.

Muslims; the largest group in the non-western culture are more influenced by the religious education, rituals, spiritual treatment and other limitations. The beliefs of the patients may not be agreed by the practitioner, however it is important, not to argue with the patient, and give him a feel that the practitioner believes him and respects his point of view. Other clusters within the non-western cultures should also be dealt accordingly. Suspicion on the clinician, being afraid of the treatment, being afraid of racist of discriminatory approach, language and communication barriers, and cultural & religious issues may hinder the successful treatment (Keshavarzi H. and Haque A. 2013).

This reaches the following understandings:

  • Considering culture is the most important aspect in psychological treatment.
  • Initial meetings should be focused on gaining awareness about cultural and religious tendencies of the patient.
  • Physical interaction between male and female is strictly prohibited in non-western culture; this must be avoided at any condition.
  • General methodologies may not be applicable to all the patients. In the study of psychology, every client has his unique identity, he must be dealt individually. The approach that proved to be successful for treating depression of a western women, may not work for exact replication for a non-western woman.
  • The clinician must not try to influence patient’s cultural beliefs.
  • The clinician must show respect for the culture to develop mutual trust and good professional relationship.
  • Mare translation is not enough for the sessions, the interpreter must be a professional therapist, or a family or community member of the patient if the first option is not possible.
  • Consultation with the family is also recommended when possible. This may also help to overcome stigma and seek early healing of the problem rather that making it worse due to delayed treatment.
  • Depressive disorders may be similar in different cultures, however, the therapist must study, what is hidden behind the symptoms, inside the cultural context.

Conclusion

As a concluding note we can easily claim that psychiatric diagnosis cannot be made leaving the cultural factors behind. Making an attempt to do so may lead to commit wrong diagnosis and ultimately a wrong treatment. In advanced clinical psychology, wrong diagnosis and treatment is as dangerous as an unnecessary medicinal injection.

A clinician has to demonstrate high level of professionalism and skill to handle the case with careful cultural sensitivity. There may be chances to disagree with the client belief, and also his cultural belief may be opposite from the therapist’s cultural norms, yet, he must not mention so in front of the client. There is high probability for resistance from the client and he also may show distrust on the treatment, however, the therapist has to be unbiased and temperamental. He has to make the client feel that his opinion is respected; being a leader or teacher may not be an appropriate approach, rather than being a facilitator.

As any unnecessary medicine may cause harm, in the same way, wrong approach towards cultural psychology may be equally harmful. A uniform methodology may not be applicable in all cases. If the client is under strong influence of religion and other features of the culture, it may not be ignored. A good rapport with the client is a half way towards the successful psychological treatment, and understanding the Cultural Factors is the map to reach this destination. .

References

Abdullah, T., Brown, T.L. (2011). Cultural Factors, Mental illness stigma and ethno-cultural beliefs, values, and norms: an integrative review. Clinical Psychology Review, 31: 934-948.

Bailey, R.K., Milapkumar, P., Barker, N.C., Ali, S., Jabeen, S. (2011). Cultural Factors and Major depressive disorder in the African American population. J Natl Med Assoc.,103: 548-557.

Carpenter-Song, E., Chu, E., Drake, R.E., Ritsema, M., Smith, B., Alverson, H. (2010). Ethno-cultural variations in the experience and meaning of mental illness and treatment: implications for access and utilization. Cultural Factors Transcultural Psychiatry, 47(2): 224-251.

Cowen P. Harrison P. Burns T. (2012). p.621. Ch 21. Shorter Oxford Textbook of Psychiatry Cultural Factors. Oxford University Press.

Keshavarzi H. Haque A. (2014) Integrating indigenous healing methods in therapy: Muslim beliefs and pract ices, International Journal of Cultural Factors and Mental Health, 7:3, 297-314.

Keshavarzi H. Haque A. (2013) The International Journal for the Psychology of Religion and Cultural Factors, 23:230–249.

Kitayama S. and Cohen D. (2010). Handbook of Cultural Factors psychology. Guilford Press.

Nieuwsma, J.A., Pepper, C.M., Maack, D.J., Birgenheir, D.G. (2011). Cultural Factors perspectives on depression in rural regions of India and the United States. Transcultural Psychiatry, 48(5): 539-568.

Parekh R. (2013) The Massachusetts General Hospital Textbook on Diversity and Cultural Factors in Mental Health Springer shop

Tseng W.S (2008). Cultural Factors and Psychotherapy: Review and Practical Guidelines Sage Publications.

WonPat-Borja, A.J., Yang, L.H., Link, B.G., Phelan, J.C. (2012). Cultural Factors Eugenics, genetics, and mental illness stigma in Chinese Americans. Soc Psychiatry Psychiatr Epidemiol., 47(1): 145-156.

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Green Building Construction

Energy Efficient Technologies in Buildings

Green Building Construction also known as sustainable building is an energy efficient building technology that is founded on a plan that enhances the efficiency of saving not only energy but also building materials and water. Sustainable building helps to promote the well being of the residents by providing a healthy and safe living and working environment. Over the years, the construction of commercial buildings has had massive impact on the environment; it not requires large quantities of energy and resources but also leads to the production of dangerous atmospheric emissions that cause environmental pollution.

Owing to the increasing demand for buildings to accommodate the enormously growing businesses and population as well as having in mind the imminent risk of global warming, construction engineers and architect have come up with new building technologies that would render both residential and commercial buildings less harmful to the environment.  As an energy efficient building technology, sustainable building has been instituted to solve major environmental problems (Johnsons Control, 2012).

Lately, several residential and commercial buildings have been switching to energy efficient technologies which according to Kibert (2008) are both cost efficient and save on the environment. Such technologies comprise of solar and wind energy among other sources of energy that will not destroy the environment. Statistics from a research carried out by Bauer (2009) on sustainable building revealed that commercial buildings are known to account for over 68% electricity consumption much of which is used to heat and ventilate a building. Furthermore, Bauer defines a sustainable building technology as the one that should several architectural and design strategies, which deal with the energy conservation in terms of air conditioning and cooling, ventilation as well as passive solar heating.

Global warming is a serious crisis that is greatly affecting the world. In order to reverse or end this menace, the society must take proactive measures, such as learning to adjust what they use in order to be less dangerous to the environment. Constructing “green” buildings would significantly solve this problem. There exists several ways of averting environmental degradation and additional ways are being embraced daily. As these fresh developments crop up, the returns associated with embracing green building becomes more evident and reasonable for the consumer (Projects by Students for Students, 2012).

Both fresh and innovative developments have been made in the engineering field with the aim of helping protect and save the environment. It is imperative for each and every person to be to be cognizant of energy consumption, owing to the detrimental effects of global warming. While the implementation green building construction may be associated with huge capital outlays, new construction developments have been linked to cost-effective solutions. Although green “engineering” and sustainable building has been on the media spotlight lately, the technology is however as old as civilization itself. Solar energy is definitely the most popular form of energy conservation.

Green Building Construction
Green Building Construction

Solar panels have been known to decrease the consumption of energy in several commercial buildings through the production of alternate energy from the sun. However, as ideal as the solar power might be, the technology is only restricted to places that receive direct sunlight every single day in a year. The Kurilpa Bridge at Brisbane provides a perfect example of how solar energy has been implemented to cut on cost and reduce pollution. Equipped with 85 solar panels, the sun is able to account for over 85 percent of the bridge’s energy needs as well as eliminate annual carbon emissions by over 39 tonnes (Esagawa, 2003).

Apart from the significant solar energy, other technologies that offer sustainable developments have been cropping up. For instance, wind is considered as a major source of energy. The major reason why wind turbines are being preferred is because it is an efficient and cleaner way of generating electricity. Actually wind turbines do not need any fossil fuels to produce any sort of electricity and is fully reliant on the wind. This guarantees that there are no carbon emissions. As the winner of the prestigious LEAF “Best use of Technology” award, the 240 meters tall Bahrain world trade center has beaten them all to be the best striking model for green building. The commercial building has massive wind turbines that generate electricity for the mega building. Definitely, Bahrain world trade center strikes out as the best environmental friendly building in the world.

In addition, the use natural light as an energy efficient technology has been greatly embraced by new large commercial buildings. Modern eco-friendly building is being designed with several windows and skylights so as to tap natural light deep into the structure. This saves on energy as artificial lights are made to turn off once there is sufficient amount of natural light. This technology has been implanted by the California Academy of Sciences at golden gate park in San Francisco. The corporate office at Luck Stone in Goochland is another building that has fully implemented the use of natural light. The building has several skylights and windows allow natural light.

Green Building Construction

Green and sustainable construction may be realized through the various choices of building material. While non-renewable materials rapidly deplete the environment, opting for renewable resources to build is significantly decreases the amount of pollution related to construction as well as slows the exhaustion of non-renewable resources. In addition, the use of renewable building materials is economically viable, environmental friendly and energy efficient. However, it would even be greener, not to cite cost-effective, to renovate an already existing building as opposed to constructing a new one. This would save the ecosystem by avoiding the production of all new materials (Kibert, 2008).

Despite the fact that most green engineering methods give back to the environment by lowering the amount of energy used, a number of techniques usually support the local habitat more directly. For instance, the use of green roofs is becoming more successful and efficient. A green roof is made up of a layer of soil and vegetation and is beneficial to the building in several ways. Most important is that the runoff water from the top of a green roof drains cleaner as compared to before it hit the roof.

Furthermore, green roofs provide great insulation by blocking out the scorching sun during the hot seasons such as summer, or preventing the heat from escaping the building in the winter. Since their inception more than five years ago, Green roofs been implemented in major large commercial buildings. For instance, Sun Trust Bank in Richmond transformed the top of a four-story building to a lovely 11,800-square-foot ‘green roof,’ complete with drought-resistant plants that absorb storm water and guzzle carbon dioxide (Bauer, 2003).

One technique that is still developing is the conservation of clean hot or cold air. The California Academy of Sciences building has vents that open on the domes to let out hot air as well as motorized windows to let in cool air. While this can control the temperature in a building efficiently, air quality is just as important, “since, on average, people spend 80-90% of their time in buildings” (Bauer, 2003). There is a constant battle between keeping a constant temperature while using the least amount of energy and keeping the air fresh. Most home heating and air conditioning systems advertise providing accurate temperature control as well as filtering mold, moisture, dust, and pollen. There is not yet technology that can meet the same standards while using much less energy.

Although present day practices in green building construction are important, the real success lies with the future. The future is what will transform the entire world into a place that is self-constructive, rather than destructive. Even more beneficial than new technologies arising is the improving of existing technologies to make them greener, more user friendly, and more cost efficient. Geothermal heating and cooling and water conservation techniques appear to be some technologies that will be making major steps to improvement in the near future.

Regulations influence people’s lives, whether those individuals desire to abide by them or not; however, is it feasible to be inspired sufficiently to a point where regulations are not required. This is a fact that engineers and investors argue over. There are not at present numerous compulsory laws and policies to guide people in green building structure, but the intensity are escalating. The verdict to make a structure “bright green” is frequently a responsibility of the engineers and architects of the structure. Occasionally, it may basically amount to paying additional finances for the structure upfront so as to publicize that a structure is “green,” but there are numerous unknown profits that can be disregarded at the outset (Kibert, 2008).

There are presently numerous structures of authorization in existence these days that support green building, and that is what the majority of them do– they support green building, as in opposition to authorizing it. The major one of these is the Leaders in Engineering and Environmental Development (LEED), qualifications. Numerous structures at present are determined to acquire one of the little types of LEED qualifications.

70% of latest LEED qualified structures fit into the latest building or main repairs group. With every range of qualifications, there come diverse stages: Certified, Silver, Gold, and Platinum. Each of the stages of qualifications would achieve the recognized structure recognition in addition to the evident ecological and financial payback. As declared on the LEED website, “LEED is a third-party qualifications curriculum and the nationwide acknowledged standard for the blueprint, construction and operation of high performance green buildings” (2008).

A LEED certification is broadly cherished, creating support and speeding up of the implementation of green structure methods. LEED ventures are endorsed by central and national public structures. There are as well LEED structures in 41 diverse nations (2008). The qualifications of a LEED qualification for a new structure are founded off of six groups: sustainable sites, water efficiency, energy and atmosphere, materials and resources, indoor environmental quality, and innovation and design process (Kibert, 2008).

Green building construction is quickly growing in both importance and popularity. There are several businesses that are taking benefiting out of this, whereas at the same time cheering for more change. These are the kind of companies that deal with green products, involve themselves in environmental activities, and encourage the consumer to go green. Uncertainly, it is evident that we must embrace change quickly so that we may avert the environmental catastrophe that is about to condemn our country.

Individuals will have to amend their way of life in order to overturn the damage that has already been done. Besides saving the environment, the emerging intelligence of green building construction and engineering will help consumers save money by cutting down the rate of energy consumption. As soon as fresh technologies are invented, there is a steady development of that technology until it has been perfected, making it inexpensive and user friendly. If people were to exploit these advances as they open up and are confirmed sustainable, at that moment they will be following the road that guides back to a healthy successful earth on top of money in their wallet.

References

Bauer, M. (2009). Green Building: A Book for Sustainable Architecture. London: Springer.

Esagawa, T. (2003). Environmentally Sustainable Buildings: Challenges and Policies. New York: OECD.

Kibert, C. (2008). Sustainable Construction: A Green Building Delivery and Design. New York: John Wiley and Sons.

Johnsons Controls. (2012). make you Buildings Work: More Efficiently, Sustainably and Profitably.

Projects by Students for Students. (2012). Energy Sources.

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Schizophrenia Assignment

The many aspects of mental health education among mental health consumer groups or their families; case study of Schizophrenia

Schizophrenia Assignment – The traditional format of the health care involves a clinician or a health worker being the major decision making factors on the modality of treatment, with a relatively insignificant proportion of inputs from the consumers. However, in modern settings such inputs from the targeted consumer population are highly appreciated, especially in chronic and debilitating disease management, where concerted efforts of the clinical staff, patients and their families is essential in tackling the disease.

A key to such inputs and interactions is to raise the awareness of the targeted consumers or their families on the various aspects of the disease, its monetary and social costs, as well as to raise the psychological acceptance of the patients in the society. Mental health is one such area where beneficiary interactions between the patients/caretakers and the providers of health services on the many aspects of the decision making could be of maximum utility. This is because of mental health disorders are not only generally chronic in nature, but also because social interactions play equal role as much as medicine in the successful treatment of the disease.

Schizophrenia is a chronic and debilitating mental health disorder, with an abnormal social behaviour and failure of objective thinking. Confused state of mind, hallucinations, abject thinking and lack of motivational thinking are some of the general symptoms of the disease. There is also a higher rate of suicidal thinking among the schizophrenic patients.

While both a genetic makeup as well the conditions of upbringing have been shown to influence the disease, the general understanding is that schizophrenia is a syndrome, with multiple or complex causative factors. Due to the complex and the chronic nature of the disease, prolonged or even lifelong treatment is essential. In addition, social rehabilitation as well as sympathetic public perception and counselling are extremely necessary for the successful management of the disease condition.

Due to the generally poor social interactions and abject thinking, it is important that the patients and associated family members or caregivers are aptly educated on the various available modalities of therapy as well as being provided with the necessary moral support of the institutions and health workers who are involved in the treatment of the patient.

Benefits of educating the consumers of schizophrenia treatment

Close observation, sympathetic care, timely therapeutic interventions are extremely essential for schizophrenia cases and it is important that the care givers are also educated on the many aspects of successful and prolonged care. In many developing countries, the family of the patient is the primary effectors for the care of the patient due to constraints of money, lack of physician’s effective attention time and poor number of supporting staff. In such a scenario proper education of the consumers not only ease the process, but also helps in relieving the psychological distress of the patient.

Proper education also helps in dealing with the caregiver’s stress and maintaining a healthy environment around the patient who needs a social support more than the medicines. If the family of a patient is properly educated, they are well informed about the illness and are more “skilled” to deal with their deceased relative. Moreover, it also helps in a smooth process of settling insurance claims, money management and availing welfare benefits from the designated agencies. At a national level, there should be a streamlined education program and a process so that each care giver knows which physician to consult, how to reach the hospital for consultation, and how to mange the initial expenditure. It is essential to consider the psycho-sociological impact of the nature of this syndrome.

Potential barriers to effective education with the selected group

Schizophrenic patients generally have poor social interactions, and some of the symptoms such as suicidal instincts, auditory hallucinations and abject thinking, make the sufferers alienated from the general population where the patients form part of.  Such alienation at work place, educational institutions or close societies could be detrimental for the patient and could in turn lead to increased social reticence and suicidal tendencies.

Similarly, like other chronic mental health disorders, the family members of schizophrenic patients face unfriendly behaviour from close societies, in addition to the difficulties in managing the patients. In totality, a schizophrenic patient’s family is itself not in a healthy frame of mind and hence special concerns or skills should be employed to properly educate them. Caregivers at hospitals, mostly have to deal with a higher number of patient’s per head basis and are already under stress. Money is another potential barrier and the caregivers also point to the need of proper transport, medical insurance and food in developing countries. Most of the time in a developing country, it is a cultural problem, the family is not highly educated and if the case is the first in their family, they do not know how to proceed at the first hand.

Effective communication skills to a larger group with different social background are another potential barrier in a multiethnic, multilingual society such as India and Australia. Education cannot be provided to each and every individual on a personal basis in highly populated societies where the patient load is higher. Hesitation to participate in a community based rehabilitation program is another constraint as you have to convince maximum number of the individuals to get educated and participate in such an event. ‘Self determined medical discontinuation’ is another hindrance as many patients would stop consulting the physician and discontinue taking their psychotic medication.

Hence, the patients should be educated on a recurrent basis and should be informed well that even if they think they are healthy they should continue their follow up management. Schizophrenia patients also suffer from a vocational impairment due to various reasons and according to the social drift hypothesis they are driven towards are social backwardness. This has to be addressed not only by proper education from therapy point of view, but also from the point of view of vocational empowerment. Psychosis and Schizophrenia in children poses an additional barrier as it shows a worse prognosis and educating the consumer in such cases needs special skills.

Skills required by the nurses

Schizophrenia cases involved an enhanced psychological stress and many a times the situation gets complicated by the family attitude, patients’ failure to adhere to the treatment regime, tolerability issues, embarrassment and recurrence. In such a scenario the educating nurse should exhibit an exceptional degree of restraint, compose in their behaviour and control of their own stress.

Schizophrenia Assignment
Schizophrenia Assignment

Since the patient itself and its family have an educational gap with respect to the medical field, a nurse should have the ability to bridge the gap between a layman and a professional. The nurse should have exceptional communication skills, should be available during off hours, should be willing to tolerate seemingly off the subject queries and should be able to understand the needs of the consumer. Most of the needs of the consumers are related to money, medical reimbursement and insurance issues and as such the nurse should be well acquainted with the relevant subject, although not directly related to medicine.

Many a time’s patients are unwilling to adhere to the schedule. The severity of the side effects of the schizophrenia treatment such as sedation, weight gain or pain etc is the major concern of the patients. The nurse should in such cases educate the patient as well as their family about the alternative methods such as long acting injectable (LAIs) instead of oral therapy, etc. Nurse should be able to identify the patient’s strength area and make use of that strength for proper counselling approach. It has been observed that the preferences of patients and their family doctors vary, say for example, patient does not like the idea of shared care records while the health practitioner advocate for it.

In such case the responsibility of the educating nurse is to ensure that patient and their family members are educated in the benefits of community participation. In many cases of patients undergoing treatment with the second generation antipsychotics, we have to induce them for a regular exercise schedule. Nurses should be able to motivate the patients and hence a nurse should also have motivational skills. Proper fitness is also required as the nurse should lead by example, that regular exercise is beneficial.

Conclusion

Schizophrenia is not only a medical problem, but a socioeconomic crisis. It not only harms the patient per se, but also affects its family as well as the whole community. Consumer education that involved counselling of the patient as well as educating the family and involving the whole community is an important tool for improved outcome. It not only reduces the stress environment, but also helps in improving adherence to the treatment regime, delaying the reduction in the social attainment, delay in the loss of cognitive skills and improve the overall status.

Nurses imparting the education hence have an added social responsibility in addition to their medical duty and thus should be equipped with special communication skills. Controlling the stress, inspirational and motivational behaviour and above all a positive attitude is the most important requirement.

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