Among chronic patients what is the effect of acupunture on the use of Essay

Among chronic patients what is the effect of acupunture on the use of narcotic over 30 days - Essay Example Appropriate tools for conducting the tests and measurement of results should be available. The primary care settings are an important feature in this undertaking (Perry G. F., 2010). Treating chronic pain conditions with long-standing doses or prescriptions of narcotic (e.g., morphine), anti-inflammatory (e.g., ibuprofen), or other anodyne medications may provide a modicum of just a short-term relief. Initial dose titration and for breakthrough pain should limit the role of short-acting opioids. According to pain specialists and physicians, long-acting opiates should be the lynchpin of treatment if narcotics and narcotic treatments are used for persistent pain. The results of studies done raise an important questions when dealing with narcotic prescription; that is, are physicians well trained in treating chronic conditions or how well are they informed about the prescription they are admitting. In implementation of the treatment one take a sample number of patients and prescribe the m with narcotic treatment drugs and non-narcotic drugs to another sample. Having in mind that chronic pain involves more than just transmission of noxious stimuli persistently through the nervous system but also a high culmination of dynamic process and highly elaborate inextricably bound to the sufferer’s cognitive, social, psychological and cultural history; it would be essential to create an experimental sample of tests. Administering the drugs in correct intervals to avoid any error within the collected results, and considering the experiment has a time frame a drug like hydrocodone/acetaminophen (7.5/500) can be admitted to the patient twelve times a week; for severe pains. The experiment will use the nonrandomized controlled clinic trails with an adequate number of patients that will of comparable conditions. Efforts should be put in place to consolidate physical education and management guidelines about chronic pains and narcotic medication so as to incorporate it medi cal education and continuing medical training. Evaluation of effectiveness and facets of chronic nonmalignant pains in a patient should be the first evaluation procedure one should undertake before use of narcotic. Also the physician or pain specialist should have the appropriate care and measure tools to conduct the experiments. Understanding the current use and effects of narcotic drugs for chronic pains is also a prior practice the physician should undertake (Perry G. F., 2010). Before measuring the outcome, there should be an already available and clear medical review for the patients. The components of this review include; duration, location type, patterns and intensity of the pain; factors that intensify or reduce the pain; prior and current psychiatric and medical conditions; impacts of the pain on mood, functioning and sleep; the patients’ expectations of treatment; the previous use and prescription of pain medications; social environment description of the patients; patients’ history including the physical examination of both the patient and family history. After conduction the above measures then the medication is done, and within the specified period of 30days the results are collected and represented with tables and graphs if possible. From this information collected, the following outcomes will be measured; amount of prescription of the drug; also patient behavior after the medication, the

How Demographics Affect Schools And Educational Processes Essay

How Demographics Affect Schools And Educational Processes - Essay Example The NCLB Act requires all states to demonstrate their annual progress in increasing the percentage of pupils â€Å"proficient in reading and math and in narrowing the test-score gap between advantaged and disadvantaged students†. The law is also responsible for encouraging states to improve upon the standards of student testing, overhauling their systems of accountability and ascertaining the qualifications of their teachers in their relevant subject areas. Ever since the NCLB law has been passed, many non-profit organizations have been making significant contributions towards the objective of closing the achievement gap. Some such organizations include the and Related Education Programming, the National Council for Accreditation of Teacher Education and the Teachers21 organization. The Teachers21 Organization is only one of the many significant organizations working for the systemic reformation of the education system of America. In a document proposing steps that can be taken for the reduction of â€Å"educational inequities†, the organization recognizes that the NCLB Act â€Å"has more keenly focused state and district attention to these achievement gaps and the needs of traditionally low-performing students. This document also outlines various studies pertaining to the subject of the reasons behind the achievement gap, professing that a number of scholars opine that in order for this issue to be addressed in its entirety, the social and economic reasons that contribute to achievement gaps need to be resolved. The organization supports the view of Rothstein (2004) and a significant number of others that the elimination of gaps in academic achievement and the fulfillment of the goal of educational equity require a total and determined commitment to mak e sincere efforts that address

Algal Bio-Diesel Power Plant Essay Example for Free

Algal Bio-Diesel Power Plant Essay Algae- most promising alternative renewable energy source available. It decreases the need for fossil fuels and thus makes our environment healthier. Algae oil is produced as much faster as 30 times than other biomass feedstock while its producing amount is up to 300 times more resulting 600 tons of bio-diesel per day which will produce 200MW of electricity per hour. MAJOR COMPONENTS IN ALGAE BIO-DIESEL POWER PLANT: 1. Algae plantation 2. Algae oil extraction and bio-diesel plant 3. Internal combustion power plant Continuous Algae production utilizing the photobioreactors is a highly reliable method for producing high density monocultures of marine and fresh water algae. The total control of all parameters are automatically controlled via a PLC, making the device dramatically reduce the labor requirements and eliminates handling problems. The photobioreactors work by recirculating algae, nutrients, water and CO2 through transparent tubes to maximize the amount of light reaching the algal cells, the short light field maximizes this process; thereby enhancing the photosynthesis process. There are two major types of extraction namely * Mechanical extraction * Chemical Extraction The chemical extraction methods for algae extraction is done mainly using Chemical Solvents such as Benzene, Hexane. Other chemical methods include soxhlet extraction and supercritical fluid extraction. The mechanical extraction methods include the Ultrasonic Extraction. Internal combustion engines are constructed from one or more cylinders, each sealed at one end and open at the other, in which close fitting pistons can move up and down. The engine derives its power from the burning of a compressed air-fuel mixture in each of the cylinders in succession. The fuel is ignited when the piston is at the top of its stroke and the expansion of the burning gas drives the piston downwards. The reciprocating motion of the pistons is converted to rotary movement by a crankshaft which delivers motive power to the desired application, in this case a generator. Air or an air-fuel mixture is introduced into the cylinder when the piston is at its lowest point and a flywheel on the crankshaft provides the momentum to drive the piston upwards to compress it. The piston and connecting rod in a reciprocating engine form a large mass which is accelerated from zero to a very high speed and decelerated back to zero again with every revolution of the engine (100 times per second in an engine operating at 6000 rpm). This places immense forces on the moving parts of the engine. CONCLUSION: Therefore, based on the comparisons made over other power plants and the advantages of the algal biodiesel power plant, we conclude that algal biodiesel is one of the most promising green fuel because of its potential as a renewable and sustainable fuel source for the electric power generation.

Roles and responsibilities of the PE teacher

Roles and responsibilities of the PE teacher QCA (2007) states that a range of activities is needed to be carried out in schools for pupils to become physically active learning new skills that will help with their personal development. It is important for students to understand skills and decision making and understanding how to improve. It is important to be educated in physical activity at a young age in order to carry on with a healthy life-style. Physical Education is not just important in the curriculum for sport it has social benefits too as working together in different roles prepares pupils for future careers. Secondary Physical Education teachers are at the heart of providing the foundations to deliver a good curriculum due to teaching in their own secondary school and also their partnered primary schools as there is a shortage of specialist PE teachers in primary schools (Green, 2008). The Every Child Matters model states that there are five elements that every child has the right to experience. stay safe, be healthy, enjoy and achieve, make a positive contribution and achieve economic well-being (The Association for Physical Education, 2008) schools throughout the country have a different intake of pupils with different needs whilst critiquing the national curriculum Green (2000) suggests that the National Curriculum does not account for what type of school and which pupils would be in your class therefore planning is highly important of every single PE lesson. Teacher have to be fully inclusive to provide for a wide range of abilities in their class, planning is of the upmost importance to provide a fully inclusive lesson (Block, 2002) Every Child Matters and this should be at the very centre of all planning and at the forefront of every Physical Education teachers minds (The Association for Physical Education, 2008). Planning is paramount and is an important responsibility of any teacher because they must gain an understanding of what will actually occur during a lesson (Macfadyen and Bailey, 2002). However, it is argued that unforeseeable situations arise during physical education lessons therefore a teacher needs to have the skills to think on the spot this is gained through experience (Green, 2008). This statement was supported by Macfadyen (2010) stating that planning in too much depth takes away an important teaching skill of improvisation. It is important to understand that planning provides an inclusive curriculum, without planning and differentiation this would simply not happen (Johnson, 2007). Teachers have to have the skill and be responsible for fully inclusive provision for a wide range of abilities in their class planning is of the upmost importance to provide this; however, it has been suggested that physical education teachers often lack the ability to adapt tasks to include SEN s tudents (Block, 2002). This may be through a lack of experience as only in recent years many pupils with disabilities have been moving into mainstream schools and it is the duty of a PE teacher to provide equal opportunities for all participants (Fitzgerald, 2006 cited Green, 2008:187). This is supported by Lieberman and Huston-Wilson, (2002) who state that 93 percent of SEN children are based in mainstream schools. As teachers of PE we have to plan SEN pupils personnel and equipment. It has become apparent that some teachers in this country are not providing a fully inclusive curriculum with regards to SEN students (Block, 2002). In relation to the increase of SEN students in mainstream schools statistics from National Centre for Educational Statistics (2005) states that in the last 30 years EAL students have increased in our schools by 161% (cited Causton-Theoharis et al., 2008: 382). Many EAL students have different cultures and attitudes toward PE that may prevent them from performing. It is therefore the responsibility of the P.E teacher to plan strategies and use communication skills to include EAL students. Another consideration for all teachers is providing for Gifted and Talented students. First the PE teacher needs the skill to identify a gifted student and then ways in which they can be kept engaged during lessons and promote them to elite sporting success (Bailey Morley, 2010). Even though it is positive that certain students with additional needs are catered for by preplanning there tends to be a negative effect on the majority of students in the class. This is because our attention as a teacher gets focused predominantly on the students with the additional needs (Causton-Theoharis, 2008). Planning and risk assessment co-inside with one another in order provide a safe place to work (Macfadyen, 2010). Physical education teachers show high skills when risk assessment becomes routine practice (Shewry, 2008 cited Whitlam, 2010:173). PE teachers must see an event such as injury and danger before it takes place, furthermore physical education teachers must have the skills to prevent a risk without impeding on the students learning (Whitlam, 2010). When pupils take part in practical Physical Education the environment should be safe to exercise and the activity should be carried out safely (Whitlam, 2010). With relation to the National Curriculum this provides students with the underlying knowledge to carry safe and effective exercise on their own away from the classroom (QCA, 2007). An expected role of all teachers is that they are required to be reflective practitioners and evaluate on their own teaching and the learning of pupils as a means of ensuring the intended outcomes are met (Causton-Theoharis, 2008). In order to develop and deliver a curriculum that allows for all pupils to be included and make progress, it is the responsibility of the teacher to examine the needs of the pupils in their class and to adapt their lessons accordingly (Armour, 2010). The teachers with the most success are those who take it as their responsibility to act upon what happened during their class by using reflective strategies. The characteristics of the pupils could not be blamed such as behaviour due to home-life part by the way in which the teacher handles the class reflecting will improve the learning experience and curriculum delivery (James et al., 2007). Furthermore without reflective practice teacher will not gain experience to get across better teaching of the national curriculum (Keay, 2006). Upon critiquing the National Curriculum, reflection is a very important responsibility of the PE teacher, as the teacher is still a learner. The National Curriculum states that evaluating and improving is a key process (QCA, 2007). All people should be able to analyse, evaluate and improve therefore teachers should demonstrate this to. Assessments are a means of obtaining information to find out what level students have achieved. PE teachers need to have analysis skills such as observation to carry this out (Green, 2008). It is an ongoing and never ending process that PE teacher need to continuously develop throughout their career (Casbon and Spackman, 2005). There are two forms of assessment; summative and formative (Green, 2008). The debate has risen in resent modern day Physical Education arguing that teachers should move away from assessment of learning (summative) to assessment for learning (formative) this is because it gives to students a chance to act to improve (Frapewell, 2010). The role of a PE teacher has no difference from any other subject on the National Curriculum with regards to assessment and of high importance to Physical Education (Green, 2008). Assessment for learning has shown that students are given better direction in knowing how to improve, however, the national curriculum within PE lessons does not cater for SEN pupils as teachers are not skilled enough to grade the pupils with SEN on the attainment target criteria (Smith and Green, 2004). This is supported by Lieberman Houston-Wilson (2002) who state that PE teachers need to get speciaist advice from an adapted PE specalist before grading pupils, this therefore demonstrates a weakness in the national curriculum. Frapwell (2010) demonstrates that one important skill needed for PE teachers is that of feedback which is communicating accurate analysis. Blankenship (2008) states this will ultimately help pupils understand what they need to achieve and how they need to act to achieve the outcome (QCA, 2007). Teachers should encourage peer assessment as the national curriculum states that pupils should be able to analyse performance and identify strengths and weaknesses (QCA, 2007). Therefore it is the role of a PE teacher to provide pupils with the skills necessary for them to peer assess. One theory that suggests positive and negative aspects of peer assessment is the competence motivational theory (Harter, 1981 cited Blankenship, 2008:153) which states that feedback from a peer significantly affects the pupils perceived competence. If the peer praises perceived competence will rise, if the pupil is criticised or ignored perceived competence will full. Due to the advance of modern day technology and its affordability, the national curriculum has introduced ICT in the past ten year (Taylor, 2009). However it is debated that ICT should be a cross-curricular subject taught within other subjects as the 21st century world is dependent on it (Becta, 2003 cited Taylor, 2009:147). The National Curriculum for PE is inclusive of ICT as a way of improving performance (QCA, 2007). The use of ICT is also beneficial for pupils finding a role that best suits them in sport besides performing as well as evaluation of performance (QCA, 2007) this can be done by using player cam. As ICT is part of the National Curriculum, it is stated that PE teachers of modern education need to be ICT literate and have the skills and knowledge to use technology within their Physical Education lessons (Taylor, 2009). It was concluded by Bailey (2001) that ICT is awkward to use in PE lesson without careful planning and therefore the planning will allow for teachers to pick up the skills which they need. As a Physical Education teacher you gain further knowledge by participating in sport yourself to improve skills and be responsible to obtain help from coaches and instructors that are more experienced especially in sports and activities the teacher is weak in and take their knowledge into your physical teaching practice. (Carle, 2010) This can help provide good teaching of the national curriculum as pupils have a chance of experiencing a range of activities giving them a greater chance to see what type of activity best suits them. If the teacher understands the sporting technique then pupils are able to refine their own (QCA, 2007). Teachers however, do not have a full understanding of the subject but must act with the best interests of their students (Armour, 2010). Bailey (2001) takes this idea one step further by stating teachers are forever developing subject knowledge, subject knowledge is not the most important skill having the ability to plan is the key to successful teaching. Whilst delivering and planning for a Physical Education lesson Grossman (1990) suggests teachers need to understand four categories before teaching. They need to have an understanding of the topic, students understanding and performing in PE, how it relates the national curriculum and finally the strategies in which they can deliver the topic. However this was criticised by Green (2008) who stated that gaining experience of the teacher is more important. One important knowledge skill of a PE teacher is health knowledge that is to be able to deliver to pupils within the school setting and applied. This knowledge must be up to date, accurate and not hyped up by the media (Armour, 2010). Schools are the first place that The Government can educate and promote Public Health and Physical Education Curriculum is seen to be an ideal place to start (Allensworth et al. 1997). This is supported by Sallis and McKenzie (1991) stating school physical education is seen as an ideal site for the promotion of regular physical activity. Moreover this is because schools already have a captive audience in the pupils Physical Education teacher have the responsibility to provide free of charge opportunities to educate children in health issues (Fox, 1992). One modern problem the nation faces and is the responsibility of PE teachers to tackle is obesity, physical education teacher can play in the treatment of obesity at school (Ward and Bar-Or, 1986) The primary role of physical education is to develop the need for lifelong physical activity (NASPE, 2004: cited Blankenship, 2008:300). This was supported by Shephard and Trudeau (2000) as they consider the most important goal of PE is the long-term health of students. Health related exercise the area of the curriculum which includes the teaching of knowledge, understanding, physical competence and behavioural skills, this is aimed for pupils to understand and create a desire to carry out a healthy life style and be confident to continue participation in physical activity (Harris, 2000). Health related teaching is now an established and statutory component of the National Curriculum for PE in England this there for states it is a legal responsibility of a PE teacher (Carle, 2000). Furthermore, if teachers have the skills to create a positive impact on their pupil during lessons then life-long participation maybe created (Carle, 2000). The Social Learning theory by Bandura (1978) states that students model the behaviour of their teachers and copy reinforced behaviours social learning theory by Bandura (1978). Role modelling as a PE teacher is seen to be an essential skill for PE teachers to attract pupils to participate in life-long physical activity, this is supported by Hopper (2005) shows that primary school teachers tend to push pupils away from Physical Education however secondary school teachers have the specialist personal qualities to deliver the curriculum. The discussion continues Green (2008) stating that showing their love and passion for sport will attract children to continue sport, this applies to a national curriculum aim. In opposition having a love of the sport is not enough teachers need to gain the respect of the students building confidence, social skills, and self-esteem by role modelling in this way students will be more willing to access the curriculum opportunities (Comer 1988). One problem PE teachers experience is communication and therefore becoming friendly with the pupils this leads to discipline issues rather than positive role modelling (Bailey, 2001). This was supported Larson (2006) stating a number of personal qualities have also been associated with it teacher such as enthusiasm, sense of humour, approachability, patience, impartiality, open-mindedness, empathy, ability to be a good communicator and organiser and also be caring towards pupils. A good way in which PE teachers create inter-personal relationships is through extra-curricular clubs (Bailey, 2001). one responsibility of the PE teacher is to provide extracurricular clubs by providing the opportunity before school at lunchtimes and after-school (Green, 2008) the national curriculum states that people should be given the opportunity to participate in and beyond school (QCA, 2007) Physical Education has a place within schools as it is a way in which social cohesion can be brought about as we see the behaviour of pupils improving within the School and social community (Armour, 2010). Furthermore the study by Green (2000) states that a role of the PE teacher it is to promote the social skills during their lessons. Green (2000) suggests this is an unwritten part of the national curriculum however open to critiquing the national curriculum in our state that social well-being is an important outcome of physical education. To conclude it has come apparent that planning is the fundamentals that underpin all the roles and responsibilities of a PE teacher. However reflection is a key responsibility so teachers are able to plan and improve their delivery of the national curriculum. It has become clear from the research highlighted that the main role of Physical education in the nation curriculum is to provide a healthy life style which pupils can use in their adult life and to promote social well being for pupils to become good citizens.

Java :: essays papers

Java Java is the substance whose aroma is awakening the Internet community. It is a new programming language developed by Sun Microsystems that has much in common with the beverage that shares its name. It's good, it's hot, and people know it around the world. Java (the programming language) beats the other stuff hands down though, it's free. Many have heard of Java, yet few know what it is, or what it can do. It certainly has the potential to become a part of our everyday lives, existing in our mobile phones, televisions, and Internet browsers. If you are interested in your future read on. Java is still in its infancy stage, yet to fulfil its intended purpose. Designed in 1990 as an embedded language for consumer electronics, it was later discovered to be an ideal interface to the Internet. In 1996, Netscape added Java support to its popular Navigator Web browser. The Web began to stir from its static text coma as excited programmers began to incorporate Java applications, "applets", into their Web pages. An applet is like an application, but it doesn't run stand-alone. An applet must adhere to a set of conventions that allows it to run within a Java-compatible browser. The technology is still evolving, and today, most Java applets are simple animations, or user interactions. The future is brighter, promising full-blown applications over the Internet; imagine using Microsoft Office from your television. For now, though, those who have experienced an applet may be left disappointed. A casual user is unlikely to be impressed with scrolling text, or simple animations, especially if they must pay for them with increased download times. Behind the scenes, unbeknownst to them, truly amazing things are happening. A Java applet begins its life by being "called" by a Web page. To be technologically correct, the applet is embedded in the Web page. The Web browser then downloads the applet and runs it on your machine. If you just missed the amazing part: it runs on your machine. How can a program from an unknown source be trusted to run on your computer without your permission? It can't unless that program was created using a secure language like Java, and then wrapped with a secure viewing browser like Netscape Navigator. The concept of being able to run applications on your system is significant for several reasons. If you want to see a picture, but don't have a picture viewer, you can get both at once.

Educating Rita Raises Serious Issues Essay -- Educating Rita Essays

'Educating Rita' Raises Serious Issues 'Educating Rita' was voted best comedy of the year when performed by the Royal Shakespeare Company in 1980 and by 1983 it had risen to be the fourth most popular play on the British stage. Russell uses humour as a tool to engage and entertain his audience whilst at the same time dealing with serious topics. Without the humour, the play would be less accessible and would probably have reached a much more limited and elitist audience. The play is naturalistic with a fixed and simple staging, which firmly reflects the real world. The entire play is set in one study room in a red brick university. The room is Frank's environment - cluttered with books representing both the world of knowledge and the disordered state of Frank's mind and life. It is a far cry from the world to which Rita is used, but one to which she aspires in her quest to 'find herself'. By contrast Frank is disillusioned with his life as an academic and the audience quickly gathers the impression that Frank would escape from his world if only he could. This theme is handled hilariously from the opening of the play. Rita's bungled attempt to enter the room, fumbling with the door handle and cursing, is a metaphor for the apparent barriers between Rita's working class environment and the middle class, educated world that she is trying to break into. "The poor sod on the other side on the outside won't be able to get in. An' you won't be able to get out" (Act one, scene one) The mismatch between Rita's language and academic setting provides a great source of humour throughout the play. Rita's accent and dialect clearly sets her apart and so does the constant swearing and joking. At times however... ...ntually have to come to terms with their mediocrity. Although the play is hilarious the seriousness is never lost. The humour is mainly at a verbal level and slapstick situation comedy is avoided. The humour helps the author to bring out an essentially optimistic flavour despite all the tragedy. Rita completes her transition and ends the play as a well-rounded individual feeling herself to be in full control of her destiny. She has learned a key lesson on the way that she does not have to change her personality and be like other people to become more mature. As Rita rises, Frank falls as the drama unfolds. The play ends with his carrer at its lowest point after students complain about his drunkenness. However, even for Frank there is the hope of a new start and renewal with his sabbatical to Australia a country which for him symbolises new beginnings.

Competition Energy Drinks Essay

The beverage industry, like most food service industries in these economic times, faces many challenges. Not one company is excluded from the challenges of economic conditions, demographics, social and global forces, and regulatory, political, and legal factors. The global economic conditions affect the energy drink industry in many ways. This industry depends highly on the disposable income of its customers. People are very cautious with their money these days and if additional income does not exist to purchase these items, then the companies suffer. In recent projections, however, this does not seem to be the case. The global industry factors show a projected growth of $20 trillion in sales between 2009 and 2014, and demand for these alternative beverages is expected to increase globally as customer purchasing power increases. Social factors play an important part in the industry’s strategy, as well. With customers concerned with healthy lifestyles and exercise, the alternative beverage industry has increased sales in the last decade. Customers demanding low calorie, energy & vitamin-enhancing drinks turn to these types of beverages for their needs instead of carbonated soft drinks. Alternative drinks are consumed by a slim demographic. These products are generally used by young adults, college and high school students, athletes and exercise aficionados. Another branch of these drinks are the energy â€Å"shots,† which have become very popular in the last decade. With new legislation and changing regulations, it is very important for companies to stay abreast of all changes. There has been an increase in negative reports on what affects energy drinks have on people that use them, from high blood pressure to arrhythmia, which as forced some companies to include warning labels on their packaging. There is also a concern with the consumption of these drinks contributing to the obesity issue, many of these drinks contain high fructose corn syrup, and many additives that can contribute to weight gain if consumption is not limited. Competition is fierce in this industry; not only between the two biggest competitors, Coca-Cola Company and PepsiCo Inc., but also Red Bull GmbH, Hansen Natural Corporation and privately owned regional brands. The two major companies, Pepsi and Coca Cola, are strong competitors within the alternative beverage market and use both the introduction of new products as well as the introduction of existing products in new markets to increase sales. Pepsi has introduced several new products – Charge, Rebuild, and Defend – three new brands available to consumers interested in vitamin-enhanced drink alternatives. Pepsi has also recently agreed to distribute the â€Å"Rockstar† brand drinks in Canada and the United States. Coca-Cola Company’s strategy is to distribute their existing brands in the new markets of Japan, South Korea, Hong Kong and other Asia/Pacific countries. In order to compete with these two major companies, Red Bull relies on sponsorships and promotion as well as celebrity endorsements. By using advertising in this manner, Red Bull is able to use its slogans and logos in a variety of ways to get their name out into the public. Hansen Natural Corporation utilizes a different approach to boost sales. This company increased their package size and still maintained a competitive price compared to Red Bull. Like Red Bull, Hansen also uses celebrity promotion and sponsorship as a marketing tool. This is not to say that PepsiCo Inc. and Coca-Cola Company do not utilize this method of advertising, as they both spend billions on advertising promotions, celebrity, and sporting endorsements. The competitive edge in this case lies with PepsiCo Inc. , whose sales of energy and alternative beverages have surpassed its competitors in the past few years. New entrants are not a strong competitive pressure for this industry. The dominating companies are unsurpassed in their strong brand names and great distribution channels. The industry is fully saturated. These factors make it difficult for new companies to compete against them. Any new company wanting to get into this industry would face high capital start-up expenditures and would surely fail due to the high cost. Substitution of products is also an area where the competitive force is low. With brand loyalty, the market for substitution is very low. Consumers want the brands they are used and won’t accept substitution. Suppliers for the industry do not hold much competitive pressure either. Suppliers to this industry are bottling equipment manufactures and secondary packaging suppliers. The suppliers have little bargaining power, as the two major brands own their own bottling centers. As discussed earlier, changes in this industry’s long-term growth rate is a positive one. Growth is high in this market and is expected to continue to grow. One of the reasons for this is the increasing globalization. Coke is expanding its operations to be more global as are some of its competitors. The changing spectrum of the customer base is not really a factor here. Most of the demographic has not changed much since the introduction of these alternative beverages. Marketing and innovation has to continue to grow so that the company can grow. Regulatory influences and government policy changes are a huge factor in this industry. As the customers call for increased legislation and regulation of the ingredients, the companies have to make adjustments to their drink formulas, and this could prove costly if not monitored closely. Society is constantly changing and this industry needs to transition with these changes. By the introduction of new products and the re-tooling of existing products, all of the competitors can be successful. This industry has several success factors, product marketing, product differentiation, brand name, a strong distribution network and the ability to adapt to change. PepsiCo Inc. and Coca-Cola Company have strong aspects of all of these factors which is what has made both of them so successful. PepsiCo Inc.has branched into the food market as well as remaining in the soft drink and alternative beverage markets. Coke has had a similar strategy and relies heavily on their brand name and product recognition. All of the companies have unique and successful marketing techniques such as sponsorships, promotions, and celebrity endorsements. In order to achieve a successful strategic plan, a company needs to establish a group of people to discuss the goals and objectives of their company, sometimes called a task force. The task force should then decide what the company’s goals and objectives are. By drafting Mission and Vision statements, this task force can begin to convey their goals and objectives. Strategic planning is an on-going task for every company. When a plan is established the implementation and monitoring phases begin. To be successful a company should be constantly monitoring its goals and objectives and changing them when the need arises. With competition so high in this industry, a strong strategic plan is critical. In viewing these companies one can see that their plans are very strong. In order to continue to grow and compete in this market all companies need to look forward at the changing times, attitudes and cultures. All of the companies in this market, as with any market, need to maintain their competitive advantage and find new and different ways to achieve it. A comprehensive action plan needs to be put into place and reviewed often. By doing this all companies have a better chance at keeping their competitive advantage and enjoying better profits for their shareholders.