Analysis to look at Red Bulls strategies

Analysis to look at Red Bulls strategies Red Bull has turned itself into a multinational company that offers a product that enhances the mind and the body. Their method of managing their internal and external situation and circumstances has become an interesting topic for many. Thus we conducted some analysis to look at Red Bulls strategies, and especially the international strategies. The external analysis was a mix of positive and negative observations, for example they have the advantage of the customer loyalty and the production cost, and however, they are in the territory of major players in the beverage industry which put them at risk. Nevertheless, the industry analysis and peer review helped to shed some light on Red Bulls external report, where we can see a substantial growth in the industry and Red Bull headship in the energy drink market. Through the internal analysis we observed that Red Bull leads a proactive approach towards their business by adopting conventional and unconventional methods to expand their horizons. Through the value chain model, we observed that Red Bulls internal marketing and sales strategies have shown ground breaking success on international scale. Moreover, the HR has accomplished to attract the right candidates to achieve the required goals, simple because they are young and know the young target market exactly. The generic strategy analysis of Red Bull has presented Red Bull a differentiated product within its market and a focused-differentiated product within the beverages industry. The norm is that any kind of differentiated products target few selected customers, however, Red Bull did become selective but became massively popular among the youth, and hence, they produce over 1 billion cans each year. The SWOT analysis they was conducted on Red Bull has crystallized some Weaknesses and threats. However, the Strengths and Opportunities outweigh the downside of Red Bull; moreover, the Weaknesses and Threats that Red Bull faces can easily be managed and fixed by Red Bull. We can safely conclude that Red Bull has adopted the right target market and the right method to communicate with the target market. More interestingly, we can see that Red Bull has adopted a product and especially a marketing strategy that can easily be copied to different counties and culture. In other words, it has spoken the language of the youth. History Background History A red cape is not always necessary to attract a bull towards you; nowadays it has become available in a can in the hypermarket, supermarket, grocery and the club near you. This all has become possible thanks to a visionary man called Dietrich Mateschitz, who is the discoverer, modifier, and introducer of the internationally famous drink, Red Bull. It all started in Hong Kong, in 1982, when Mateschitz was at the hotel bar sipping a famous local health tonic. While he was drinking he had a vision of marketing an Asian drink in the western countries. About two years from the vision, the Austrian Mateschitz teamed up with a Thai business man called Chaleo Yoovidhya to produce this product. Together they fiddled with the product, to take out the syrup nature of the product and make it fizzy. Canned in a silver and blue container, with a brand the shows two red bulls going head-to-head against each other, hence the brand was named Red Bull. (Red Bull Founder Rides Wave of Success) In 1987, the product was then taken to Austria where it had its first groundbreaking success in no time. In started going international in 1992, when they entered Hungary. Red Bull is currently active in over 100 countries, energizing the population and creating competition as they go along. One source mentioned that there are over 150 energy drink brands, however, all inferior to the mighty Red Bull (A REFRESHED CREW IS AN EFFICIENT CREW). With over 1 billion cans sold each year, Red Bull controls 70% of the worlds market share of energy drinks. Background Red Bull became strong when they created a high quality drink that is only made in Austria. Furthermore, all of its ingredients are synthetically made in pharmaceutical companies to grantee high quality and safety. Moreover, due to the ingredients of the product, it is said that Red bull (Red Bull FAQ): Improves performance Improves concentration and reaction speed Improves vigilance Improves emotional status Stimulates metabolism However, the main reason for the success of Red Bull is in its advertising style. Red Bull tends to spend very little on conventional or traditional marketing tools, like TV and Print ads. Their marketing strategy is usually out of the box and creative. Red Bull tends to be more active in sponsoring extreme spots and giving away samples in local events. Due to the fact that Mateschitz has been involved in Formula One racing for more than a decade, he used the events to draw attention to his brand. In addition, he sponsored the World Stunt Awards, an annual fund-raiser to help injured stunt workers (Red Bull Founder Rides Wave of Success). Moreover, some observers say that Red Bull uses the anti-branding method of advertising, where they broke the usual method of marketing and branding. Actually what they did was use the buzz marketing strategy or better known as word of mouth. With this strategy, they associated their brand with the youth culture and extreme and adventure-related spo rts, such as motor sports, mountain biking, snowboarding and dance music. Thus they targeted their brand directly to people from Generation Y, the so-called millennials: people born after 1981 who were believed to be cynical of traditional marketing strategies (A Look at a Key Feature of Red Bulls Business). The Buzz over Red Bull among the youth and their underground attitude has created Red Bulls reputation as the drink within that community. That is why Red Bull continues to use Viral marketing internationally, where the company would rather restrict the supply of Red Bull and not advertise it, expecting that growing numbers of target consumers to catch the bug and its reputation would spreads. Through this strategy, Red Bull has successfully captured 70% of the à ¢Ã¢â‚¬Å¡Ã‚ ¤1.6 billion market (A Look at a Key Feature of Red Bulls Business). External Analysis Porter Five Force Analysis The external analysis is one of the most important steps that a company should take to achieve to its goals and objectives. Moreover, for taking this step we should be aware of the essence of formulating competitive strategy which is related to company and its external environment. Also, we know that the relevant environment is very broad; encompassing social as well as economic forces, the key aspect of the firms environment is the industry or industries in which it competes. In addition, taking care of industry structure which has a strong influence in determining the competitive rules is very important because it includes the game as well as the strategies potentially available to the firm. Forces outside the industry are significant primarily in a relative sense; since outside forces usually affect all firms in the industry, the key is found in the differing abilities of firms to deal with them. Michael porter has offered a unique framework for make an easy way to analyze. Michae l Porters framework for industry analysis is described in his book Competitive Strategy (1980). In this book Porter claims that there are essentially five forces which determine the underlying structure of an industry. Rivalry among existing competitors, buyers, suppliers, potential entrants into the business and Threat of substitute products are those five forces which can have positive or negative effects on industry structure by making the industry more or less competitive. Potential Entrants In this case the potential competitors of red bull are soft drinks companies, which can produce energy drink with out adding bubbles. If the barriers of entry are high, it is difficult for potential competitors to enter the market. Three main sources of barriers to new entry: brand loyalty, absolute cost advantages, and economies of scale. Brand loyalty Due to the done research, innovation in creating new energy drinks, proper and profession advertisement, holding many special events and sponsorships, and having high quality for its products makes Red Bull as well known brand with a strong brand loyalty which is a barrier for any new entrant to enter the energy drink industry to compete with it. Cost advantage According to the Michael Porter, normally cost disadvantage is a big barrier for companies to enter an industry as new entrants because it can be cost advantage for existing companies in that industry. Also, companies with the help of cost advantages can compete and beat their competitors very easily because usually it is difficult for new entrants to match their companies with the lower cost structure. Therefore, Red Bull because of Red Bulls superior production and operation processes, and their experience in the energy drink industry, and control of its inputs according to their experience in producing red bull drinks, benefit the cost advantages with keeping its quality in the high level. Although there are many energy drinks existing in the industry with the lower price rather than Red Bull, as quality aspect they have not cost advantages both in quality and price, so Red Bull is steps ahead from its competitors in this case. Customer switching cost In food and beverage industry there is no switching cost for costumers with considering the level of quality, therefore it can be considered as threat for existing companies in this industry. In this case, Red Bull is not exceptional, so they need to keep their quality at the same level to not loosing their market share by coming new entrants because it is real threat for them. Government regulations One of big issues and always concerns for companies which like to go internationally is government regulation, also, in this case some Europe countries have problem with selling Red Bull and have tried to ban it. They claim that Red Bull was the cause of death of people in those countries. France, Belgium, and Sweden ban using the mixture of Red Bull and alcohol. So, it can be a threat for them in taking the market share and having a bad image for their brand. . (French Ban on Red Bull (drink) Upheld By European Court) Intensity of Rivalry Rivalry in some industries is characterized by such phrases as warlike, bitter, or cutthroat, whereas in other industries it is termed polite or gentlemanly. Energy drink industry has an intense rivalry because of a number of interacting structural factors: Industry competitive structure Due to the competition in the energy drink market, Red Bull focuses on non-price competitive weapon like offering exhilarating events, high quality products and sponsorship. In contrast with other competitors Red Bull attract more costumers to its company by growing in 45%marketshare  [1]  . Accordingly Red Bull has a major influence on its competitors performance in the industry because Red Bull is one of the pioneers in energy drink industry and many companies try to obey and consider Red Bull as benchmark. Industry demand In the energy drink industry, because of the various proper advertisements to encourage people to use and drink energy drinks (giving the image that people can fly) the demand for drinks is increasing  [2]  . Thus, this is a good point for the company because there are lots of opportunities for every company to fill the current demand and rivalry tend to reduce in the industry, also there is space for everyone to jump in enter the industry (growing stage), and the profit of the company is going to increase which is a goal that every company is seeking it. Buyers Having strong and stable costumers are suppliers and producers concerns, producers like to have costumers with large quantity level of ordering and stable financial status basically in energy drink industry especially Red Bull costumers (buyers) are wholesalers and big retailers. These buyers buy the energy drinks through the company or its representatives, and resell them to supermarket, bars, restaurants and end users. Red Bull faces buyers with high level of bargaining power, and it is real risk for Red Bull. Main reasons for this high bargaining power of buyers in this case are; the switching costs in the energy drink industry are very low. So, Red Bull buyers can switch from Red Bull to other energy drink companies which produce it with lower prices without any difficulty. Also, in most cases energy drink buyers (retailers and wholesalers) purchase products in large quantities, and it is obvious that the more buying in quantity, the more bargaining power the buyer has. So they c an use their power to reduce the cost of energy drinks. Suppliers The bargaining power of suppliers is the same story like bargaining power of buyers but from other side. Red Bull company has both kind of suppliers as bargaining power, some very strong and others weak, so they can balance between them. For instance, the supplier of Glucuronolactone is Glaxo Smithkline Company. Red Bull energy drink buys their Glucurnopolacton inputs from this company. So the bargaining power of this supplier is very high on Red Bull. But the other ingredients are assembled from several small suppliers, and Red Bull has the bargaining power on them. Also, Red Bull has many channels and substitutes suppliers for its normal raw materials, so they can switch from any supplier to cheaper and more flexible one. Substitutes All producers always carry the concern of substitute products for their products and always looking for ways to protect and survive themselves from this phenomenon. Energy drink industry isnt an exception, so players in this industry always try to keep level of quality high, convenience price and other thing which may make costumers more satisfy. Coffee industry can be a threat for energy drinks because of the existing caffeine in coffee and it can be a powerful potential product substitute for energy drink. Therefore, Red bull must take care of its pricing strategy and product quality to keep its costumers and satisfy them more day by day which they were successful due to reports not only Red Bull could protect its products against other substitutes but also, they have increased in their market share in US market by 45%  [3]  . Industry Analysis and Peer Review Industry Characteristics Beverage industry is divided into many categories such as alcoholic vs. non alcoholic, (hard vs. soft drinks) and within soft drinks still there is other segmentation such as carbonated soft drink (CSD) and non carbonated soft drink. Carbonated Energy Drinks account for less than half of the total volume. This figure is heavily skewed however by the popularity of still brands in Asia (Canadean Press release) According to Beverage Digest, in 2004 the U.S. non-alcoholic refreshment market totaled 14 billion cases (192-oz). Carbonated soft drinks made up 73.1% of the total with non-carbonated products comprising 13.7% and packaged bottled water accounting for 13.2%. Americans spent roughly $92.9 billion annually on refreshment beverages.  [4]   Energy drink is a relatively new product introduced in 80s and has been growing noticeably with the market more than doubling in size since 1998 (Canadean Press release  [5]  ). The following chart is evidence of this inevitable growth and the attraction of this growth for drink manufacturer. The industry has been experiencing a significant growth and still growing at the speed that draws the big players in soft like Coca Cola drink to enter to this high margin business. Food and beverage market are critical enough that out of 100 new product development 90 NPD fails. The failure results from a poor interpretation of consumers trend and translation of those to opportunities  [6]  . Austrian company, Red Bull, as a pioneer trend settler has made its fortune from their unique strategies in advertising, marketing and other products characteristics such as Packaging, Flavor, color and Product claim. Global consumption According to Beverage digest report, Asia is the largest leading market in consumption of energy drinks followed by Western Europe and North America as the second and third markets. Asia has been loosing some of 20% of its market share is past 6 years. However, this decline has been offset by the second and third market mainly due to the steady growth in market of carbonated E.D in North America. North American market is now almost 40 times greater than it was in 1998 Peer Review In North America today more than 200 energy drinks existed in US. According to bevNET.com, after a rigorous marketing research the best energy drinks are AMP by Pepsi Cola, KMX Red by Coca-Cola Company Red Bull by Red Bull North America. Red Bulls market dominance seems assured. No other competitors have either the distribution channels or, more importantly, the posture of rebellious infamy to be considered real threats  [7]  . Year 2001, in UK energy drinks market 21 new drinks  [8]  have been introduced that would have force the red bull into a competition. However, red bull can still enjoy being a market leader. In the following table there are representations of top 14 non- alcoholic markets where some of them are in the specific market of the energy drinks. Coca-Cola (Juice, Soft Drinks, Water) ($21bn) Suntory (Water, Soft Drinks) ($4.4bn) Nestle (Coffee, Soft Drinks, Water) ($19bn) Starbucks (Coffee) ($4.0bn) PepsiCo (Juice, Soft Drinks, Water) ($10bn) Sara Lee (Coffee) ($2.7bn) Kraft Foods (Coffee, Powdered Drinks) ($4.6bn) Tchibo (Coffee) ($2.7bn) Unilever (Tea ) ($4.5bn) Red Bull (Energy Drinks) ($1.6bn) Cadbury Schweppes (Soft Drinks) ($4.5bn) Cott Corp (Juice, Soft Drinks) ($1.4bn) Danone (Soft Drinks, Water) ($4.5bn) Ocean Spray Source: http://www.mind-advertising.com/sectors/sector_softdrinks.htm Industry Life Cycle Energy drinks were originally pioneered by Asian companies, but they became popular in Europe the late 80s with the arrival of Red Bull  [9]  . There are more than 200 energy drinks existed in US market only and this figure is increasing due to the high margin of this business. In 2004, carbonated soft drinks posted the growth of 1% which is unlike its usual trend, case of growing 2% to 4%. Noticeably, this inevitable growth was driven by Diet and Energy drinks  [10]  . While other carbonated drinks posted volume change of one Digit, brands like Red Bull and Hansen Natural reported the 45% and 56% of positive volume change in 2004. The market, now estimated to be worth $10 million, has been predicted to grow to $300 million or even as much as $2 billion in the next few years.  [11]  Double digit growth in the market is the main factor contributing to Energy drinks life cycle in its embryonic phase (growth). Since the market is not old enough, the number of players are increasing and even the Coca Cola and Pepsi are the new entrant which add to the well-built assumption of embryonic phase. Brand loyalty and high expectations are still questionable in this stage and its because the consumers are still exposing to new products and new claims. Thus, players are fighting for product feature extension such as low-carbs and sugar free plus new products claims such as improve concentration, reaction time and endurance.  [12]   After introduction of Red Bull in late 80s, industry went to an introduction phase. By 1998, the size of the industry doubled and still growing with a fast pace following highlighted area in the graph is an approximate stage of the life cycle at the moment. Internal Analysis Value Chain Primary Activity: Inbound outbound logistics Logistical issues at Red Bull in of high importance. Due to the fact that all ingredients in the Red Bull drink is synthetically made by pharmaceutical companies, they make sure that their products are carefully handled to maintain the quality and avoid unnecessary costs. Red Bull always makes sure that they align with premium logistics provider to achieve their strategic goals. Red Bull aims to have web-based visibility on their supply chain, thus they base their logistical activities or selection on: Flexible warehouse network Transportation management capabilities Strong information technology offering With 1,600 employees working for Red Bull world wide (Gulf News, Red Bull plans to set up Dubai plant), Red Bull required those standards as they are experiencing year-after-year of high growth, which make the inventory forecasting and management challenging. That is why logistical issues have become increasingly important, and that is why they choose to outsource the logistics to companies that can comply with their network of multi-client warehouses needs (Red Bull OH Logistics). Interestingly, Red Bull uses small distributors in small regional markets, if those small distributors dont perform up to Red Bulls standards they establish a warehouse and push young people to stuff their vans with Red Bulls product and distribute it every where. This way, the small distributors generally break even within three months and are profitable within six (A Bulls Market The marketing of Red Bull Energy Drink). Primary Activity: Operations There is little information about the operations process of Red Bull. However we will enlighten you with the contents and brief information about the packaging company that Red Bull deals with. The great product which is provided by Red Bull one of its main elements of success. Known for improving performance, improving concentration and reaction speed, improving vigilance, improving emotional status and stimulating metabolism, Red Bulls secret is in its ingredients. The ingredients in each Red Bull drink (250ml) consist of: Taurine (1000mg) Glucuronolacton (600mg) Caffeine (80mg) Niacin (20mg) Vitamin B6 (5mg) Pantothenic Acid (5mg) Vitamin B12 (0.005mg) According to Red Bull, It is a combination of all the ingredients together, which result in Red Bulls benefits (Red Bull, Ingredients).. The packaging process of Red Bull is fully done in Austria. And the supplier of Red Bulls cans is Rexam, and they are considered to be the worlds largest provider of beverage cans. Rexam manufactures different types of cans for different industries, however almost half of their revenues come from Coca-Cola and Pepsi Cola. Moreover, industry estimates present that Rexam gained about $22 million from the sales of Red Bull cans (How Does Red Bull Package Its Product?). Primary Activity: Marketing and Sales: With the control of 70% of the à ¢Ã¢â‚¬Å¡Ã‚ ¤1.6 billion market (about à ¢Ã¢â‚¬Å¡Ã‚ ¤1.12 billion), Red Bull has achieved all of this through intensive unconventional marketing strategies. Targeting young people, mainly the Y-generation, Red Bull has utilized eccentric marketing tools that has extremely effective on the target market. The strategy of sponsoring local activities like the Red Bull music academy in the USA, parachuting in South Africa, Go-Karts in Kuwait, and many more in different countries has achieved its target of attracting its target market which gets excited when viewing such sports. Some of the strategies used for marketing Red Bull include: Using pick-up trucks as mobile displays, painted blue and silver with a giant can of the drink mounted on top of the vehicle. Designed to be eye-catching, these devices were aimed at promoting the red bull brand as youthful and slightly off-the-wall. Cans of the drink were also given out free to people on the street who had been identified as being in need of energy. Red Bull was given to club DJs, empty cans would also be left on tables in hot spots such as trendy bars, clubs and pubs. Secondary Activity: Technology The information about the technology that Red Bull uses was quite scares. However we could safely say that Red Bull little activity done on their RD side because Red Bull does enjoy any sort of economies of scale. Red Bull has only one main product, which is the Red Bull energy drink and recently they introduced the new Red Bull energy drink sugar-free. Hence, the main difference between the original Red Bull drink and the sugar-free drink is that it has 0g of sucrose and 0g of glucose, where the original product has 21.5g of sucrose and 5.25g of glucose. Moreover, each sugar-free drink has only 8 calories (EU)/ 10 calories (USA), yet it does not loose any of its energetic effects (Red Bull, Ingredients). Secondary Activity: Human Recourse Red Bull is famous for practicing what they preach, especially when it comes to recruitment. Due to the fact that Red Bull promotes their product as a Hip and young product, they make sure to recruit staffs that are young, in touch with youth culture, dynamic and innovative. For example, they achieve that by recruiting university students as student brand managers to promote its product among young student groups (What Sort of People Work For Red Bull?). However their recruiting does not happen by Red Bull themselves, but they makes sure that it is implemented by all of the outsourced activities. However, it is known that most of Red Bulls 1,600 employees are marketing experts and are the real movers of the Red Bull drink (Marketing Eye, Red Bull Car). Group Customers and Market Segmentation As it is known any successful company should have a certain customer group. The customers that were targeted by Red Bull were the ones that were looking for excitement, alertness, and concentration depending on the age, status, and lifestyle. Four consumer categories were Red Bulls target under the age of 16-30: students, club people, sport people, and employees. College students were the main target of Red Bull. Since college students look for something that would enhance their concentration on doing their assignments and projects, and staying overnight for studying for exams then Red Bull is the best solution for them. It would improve their concentration in their studying Moreover; Red Bull has used this group to enhance their promotion. According to Biz/ed, throw parties those students were emboldened to market the product in the campuses of the universities as what they call them student brand managers. Those students collect the information and make a report of a market data research to the company. Depending on that strategy and the youth generation (high school and colleges students), Red Bull was able to spread the reputation and the popularity of the drink and concentrating on supplying the product rather than applying the traditional marketing ways of promotion (A Look at a Key Feature of Red Bulls Business). The second category of Red Bull customers are the night club people, since the drink has some substances that would increase the persons emotional status. Moreover, Red Bull is offered in the nightclubs depending on the cultural background. For example, nightclubs in Dubai offer Red Bull for the people who do not drink alcohol like the Muslims, which made it a major substitute for alcohol to that group. However, Red Bull is still individually mixed with alcohol to create both the Red Bull highness and the alcohol sensation. Furthermore, Red Bull has also made music events for those groups of customers like the Red Bull Music Academy in 2005 in Seattle, Washington in the United States. (Red Bull Music Academy 2005) For the physical exertion that the drink offers, Red Bull has also promoted the product for the sport people. Among those people, there are the athletes, the racing drivers, the airborne-sport people, water-sport people, the bikers, the skateboarders, and the skiers. Red Bull highly endorsed this group with many sport festivals, and one of the famous one among those is the Red Bull Dolomite Man that took place in Austria in 2005. (Red Bull Dolomite Man) Red Bulls minor groups are the white-collar and the blue-collar workers. Red Bull can support white-collar workers to concentrate more on the job to improve their performance, and it would also help them stay overnight if he or she needed. The drink would also allow the blue-collar workers to work extra hours with out the feeling of exhaustions for the physical exertion that the drink provides. However, Red Bull did not concentrate on this group, so there were no special efforts directed towards them. Within the four groups, there a considerable amount of customers who look for diet product. For that category, Red Bull produced the sugar-free Red Bull to combine the diet customers with rest of the customers that are within the four groups. Business Level and Generic Strategy In the generic strategy Red Bull there are two views, there is a generic strategy from energy drink market perspective, and there is a generic strategy from soft drink market perspective. From the energy drink market perspective, since Red Bull has few economies of scope, the strategy adopted by Red Bull to follow is differentiation. The price of the drink is about 5Dhs in the UAE, which shows the clear differentiation of the product, especially in a market where every body is competing on the same customer segment. According to Biz/ed, Red Bull was able to build a strong brand image through: using Red Bull cars that had big cans on them, giving free cans to people, and providing Red Bull cans to club DJs (A Look at a Key Feature of Red Bulls Business). This strategy made Red Bull to be the market leader of 70% market in the energy drink market. From the soft drink market industry wide perspective Red Bull applies the Focused-differentiation generic strategy. Red Bull has a very good brand image in terms of soft drinks industry. The drink can only maintain this image through focus-

A Introduction To Satellite Television

A Introduction To Satellite Television Satellite television first the consumer market in the early 1990s. Dishes made for the average household were expensive and took up a lot of space in the garden. I n the first few years of satellite TV only the wealthiest, or more die-hard fans of television, would go to the trouble of buying and setting up a satellite dish. Satellite television was also a lot harder to get than cable or broadcast TV. In the present day you see satellite dishes on the rooftops of most homeowners in the UK and indeed the rest of the western world. The major satellite TV companies are getting more and more people to buy their product with promises of films, sports and especially news from around the world. The advancement into high-definition televisions and being able to get a high definition satellite signal has made it even more prominent. Satellite Television gives us many solutions to the problems that come with broadcast TV and, although not perfect itself, is now the main way to view television. In its basic form satellite television is a lot like broadcast television. They are both a wireless system for delivering television programming to a viewers house. And they both use satellite stations to transmit programming via a radio signal. Using powerful antennas broadcast stations transmit radio waves to the area surrounding them. The viewers, however, pick up the signal with a much smaller antenna. Broadcast television works fine it just has one massive drawback, which is range. When a broadcast antenna shoots out a radio signal it is shot out in a straight line. To receive these signals you have to be in the direct line of sight of the antenna. If you are not the signal may become distorted. Small obstacles such as trees or small buildings should not be a problem but bigger obstacles, such as planet earth, would pose a problem. If you transmitted a broadcast signal over a perfectly flat surface you would be able to pick up a signal thousands of miles away from the source. However in the real world the curvature of the planet distorts and blocks the signal sent out from the satellite, to get a perfect signal you would have to be close to the antenna with no obstacles in between. The Satellite TV Solution Satellite TV solves this problem by transmitting signal from satellites orbiting the Earth. Because these satellites are so high in the sky it means there are a lot more customers in range and line of sight. Satellite TV systems transmit and receive radio signals using specialized antennas called satellite dishes. Diagram of how Satellite TV works . When the satellites that broadcast these radio signals are sent up in to space they are all sent up in geosynchronous orbit. This means that they all stay in one place in the sky relative to the Earth. Some facts: Every satellite is launched into space at 7000mph Each one reaches about 22,200 miles above the Earth. When the satellite is this high and moving at such a speed it will revolve around the Earth once every 24 hours, keeping it in the same position above the Earth giving constant signal to the viewer with uninterrupted signals. The Components of Satellite TV In a DTH (direct to home) or DBS (direct broadcasting) satellite system there are five major components. These are the programming source, the broadcast center, the satellite, the satellite dish and the receiver. Programming source this is where the channels that provide the programmes are based. This is where the satellite TV providers go to pay other companies (for example MTV or Nickelodeon) for the right to broadcast there programmes through their satellites. Broadcast Center The broadcast center is central part of the system. In the broadcast center the people who are providing the TV to the viwers at home receive signals from different programming sources and then beam a broadcast signal to satellites to geosynchronous orbit. Satellites The satellites in space receive the signal sent from the broadcast center and beam them back down to Earth. Dish The viewer then picks up this rebroadcasted signal and the satellite dish passes it onto the receiver in the house. Receiver All the receiver then has to is process the signal and pass it on to a standard TV. This is a very good system to providing a good quality signal to a large area. It has very picture display and sound quality with hundreds of channels and the service is ready to use in rural and urban areas and provides a lot of access to digital and high definition programming. However satellite is not without its drawbacks. It can be quite expensive to buy all the equipment at the outset (satellite dish and receiver etc) and if you want to access satellite television in multiple rooms in your home be prepared for the extra cost. As well as this satellite television can be subject to extreme weather conditions. Satellite TV signals Satellites signals have a very long way to travel before they appear on your TV screen. Because of this and because they contain very high-quality digital data it would be near impossible to transmit them without compression. Compression is defined, in this case, as removing all unnecessary or repeated information. After the signal is transmitted it is reconstructed. Satellite TV has to use a very unique type of video file compression standardized by the Moving Pictures Experts Group or MPEG for short. This allows the provider to successfully transmit significantly more channels than without using this method of compression. MPEG standards exist to promote interoperability among your computer, televisionand hand held video and audio devices. These MPEG standards are: MPEG-1: this is the original standard. It is used for encoding and decoding streaming video and audio files. MPEG-2: this standard compresses files which are used and transmitted for a high quality of video and is the standard for digital television. MPEG-4: the function of this standard is to compress high definition video onto a smaller scale so you can stream it to computers, mobile phones and PDAs. MPEG-21: This standard basically interprets digital content so that the media plays flawlessly no matter what machine it is, what language it is in or the user conditions. It is also referred as the Multimedia Framework. Most satellite TV providers used to use the MPEG-2 standard to compress their signals but changed to the MPEG-4 standard of compression. This is because MPEG-4 is more efficient at encoding can provide a much greater bandwidth than MPEG-2. However MPEG-2 still remains the official standard for digital television. This is because it is more able to analyse static images, like those you would see in such programmes like talk shows or newscasts whereas MPEG-4 is better at analysing moving, dynamic images. MPEG-4 can do this through such things as spatial  [1]  and temporal  [2]  compression. This is how satellite TV manages to provide such a high quality picture of fast-moving objects on the screen, that are always moving, like in a football game. Satellite Dish When the signal reaches the viewers house it is captured by the satellite dish. The satellite dish is made up of an aparabolic (bowl-shaped) surface and a central feed horn. The signal passes through the horn and then the dish focuses the signal into a narrow beam. This receiving dish works in the exact opposite way to the transmitter as it cant transmit information, it can only receive it. The dish acts just like a concave mirror in that the shape of the dish reflects the signal inward onto a particular point just like a concave mirror focuses light onto a particular point. The dishes feed horn feeds the signal on to the receiving equipment, and if there hasnt been any obstacles between the satellite and the dish there should be a perfect signal coming into the viewers receiver (unless the weather is bad). Before the dish sends the signal to the viewers receiver it amplifies and filters the signal using LNB, or low noise blockdown converter. After this the LNB passes the amplified, filtered signal to inside the house. Sometimes, in some systems, the dish needs to pick up a signal from two different satellites. Sometimes this may be possible but when it isnt it may compromise the quality of the signal because the dish cannot be aimed at both of the satellites at the same time so either one or both of the signals would be distorted. Satellite Receiver At the end of the satellite TV system is the receiver. It has four important jobs: It takes the encrypted signal and de-scrambles it It takes the digital MPEG-2 or MPEG-4 signal and changes them into an analog signal so the standard television can recognize It also has to sort out the individual As well as this it keeps the providers headquarters up to date with the payments the viewer owes the provider of the satellite television. Conclusion After closely studying satellite television and how it works it is clear to me that is much better and more practical then the older normal broadcast television. This is because of the greater range and line of sight that satellites have got rather than the regular antennas which are impeded by the curvature of the earth and even small obstacles. Although satellite television does have some drawbacks I would say it is definitely the way forward in television broadcasting and has already nearly taken over the market.

My Philosophy of Education Essay -- Philosophy of Education Statement

My Philosophy of Education The obstacle of finding a career is something we are all faced with at one time or another. Fortunately for me, I found this decision to be a very easy one, because I have a love for teaching. The decision of my career was clear. I was going to become a teacher. The nature of students, or at least most students, is to learn and master problem-solving abilities in order to be a successful adult. I believe the student’s nature is ever changing, therefore, in that perspective, I agree mostly with progressivism. People are natural explorers, and the mind of the human is designed for problem solving. One person whose views I share is John Dewey, who is the founder of progressivism. Mr. Dewey said the schools should teach children how to think with â€Å"continuous reconstruction of experience†. Schools should not teach children what to think but how to think through a continuous reconstruction of experience. I also agree with Mr. Dewey that students should be given the power to make decisions on issues that will affect them. Participation of decisions, in life makes for a well-rounded student and adult. Knowledge must continually be redefined and rediscovered to keep up with the change. You can listen to the older generations and how they were taught and how the generation of today is taught. The older generation used small black boards to write on; where as today, the generation has computers to help in their education. The nature of ...

Corporate Downsizing Essays -- essays research papers

Downsizing has become an extremely popular strategy in today’s business environment. Companies began downsizing in the late 1970’s to cut costs and improve the bottom line (Mishra et al., 1998). The term â€Å"downsizing† was coined to describe the action of dismissing a large portion of a company’s workforce in a very short period of time. According to online encyclopedia http://en.wikipedia.org downsizing refers to â€Å"layoffs initiated by a company in order to cut labor costs by reducing the size of the company.† Downsizing became a familiar management mantra in the late 1980’s and early 1990’s. In fact, three million jobs were lost between 1989 and 1998 (Mishra et al., 1998). More than 350,000 jobs were lost in 2001 (DeSouza & Donaldson, 2002). Downsizing has become almost a way of life for U.S. companies. Typically, the first round of job cuts are followed by a second round of cuts a short time later. Not everyone agrees with t he reasoning behind downsizing. According to an article in the Journal of Banking and Financial Services, downsizing is merely â€Å"a short-sighted business strategy motivated by arrogant CEO’s eager to appease shareholders (Unkles, 2001). Others feel downsizing is a necessary tool to ensure business survival in the face of a changing economy. Regardless, the costs of downsizing are high, and the payoffs of downsizing are mixed at best. This paper doesn’t serve as an approach to downsizing, rather, it explores the many aspects of downsizing, from when it’s time to downsize to what steps that can be taken to avoid the process altogether. Corporate Downsizing: An Overview   Ã‚  Ã‚  Ã‚  Ã‚  There are many reasons why a company downsizes. Layoffs began as a way for companies to offset a decline in earnings, but quickly became a popular practice even in companies that were doing well financially. A 1994 survey by the American Management Association found that two-thirds of all workers who were laid off were college-educated, salaried employees (Downs, 1995). Today, the term downsizing is used to refer to a narrow effort to reduce the workforce and also to broaden efforts to improve work systems or redesign the total organization. Companies may downsize to increase capital, as a result of a merge with another company (where additional staff are not needed), poor cash flow (which results in payroll issues), changes in technology, and lastly due to a chang... ...k Enterprise. Retrieved April 22, 2009, from http://www.findarticles.com Downs, A. (2005). Corporate executions: the ugly truth about layoffs-how corporate greed is shattering lives, companies, and communities. New York: AMACOM-American Management Association. Hoskisson, R., & Hitt, M. (2004). Downscoping: How to tame the diversified firm. Oxford University PR on Demand. Krepps, M. (2007). Industrial inefficiency and downsizing: A study of layoff and plant closures. New York: Garland Publishing. Mishra, K. E., Spreitzer, G. M., & Mishra, A. K. (2008, Winter). Preserving employee morale during downsizing. Sloan Management Review. Unkles, j. (2009). The downside of downsizing: after almost a decade of surging economic growth and booming share markets, many corporate and financial managers are getting their first look at a downturn in the business cycle. Journal of Banking and Financial Services, 115(6), 2. Retrieved April 22, 2009, from Baker College Web Site: http://web2.infotrac.galegroup.com Zimmerman, E. (2007, November). Why deep layoffs hurt long-term recovery (HR's tools for recovery). Workforce. Retrieved April 20, 2009, from http://www.findarticles.com

Vonnegut social commentary in cats cradle Essays -- essays research pa

  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Social Commentary in Vonnegut’s Cat’s Cradle   Ã‚  Ã‚  Ã‚  Ã‚  Kurt Vonnegut’s science fiction novel, Cat’s Cradle, is chocked full of social commentary, satirical humor, and an overall pessimistic view on American Society. Through the fictional religion Bokononism Vonnegut introduces us to John, a young man who is writing a book about the day the atomic bomb was dropped. His research led him to the late Dr. Felix Hoenikker, a brilliant scientist who was deemed the â€Å"father of the atomic bomb.† Anxious to learn more about Hoenikker from his surviving children, John followed them to the impecunious island of San Lorenzo. In San Lorenzo John was introduced to Bokononism, the dominant (yet illegal) religion of the island; which among its many bizarre features, openly proclaimed that it was a total lie. While on the island, John also learned more about Ice Nine, the final project that Hoenikker created. Ice Nine ( a simple rearrangement of water molecules) had the ability to freeze instantly any body of w ater, due to a complex crystalline formation. Although the ice was to be Hoenikker’s great gift to the military to freeze swamps during battle, so they could move troops more efficiently; it ended up being a creation more fatal than the atomic bomb itself. Subsequently John's adventures came to a harsh, if strangely appropriate end caused by the selfishness of human nature. The moral of the story, laced with deception, ignorance, self-indulgence, and control is that life is entirely worthless and fails to serve a purpose. Yet, the comic relief and vivacity of the novel gives it power and charm, curiously contrasted with its depressing meaning.  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  In the beginning of the novel, the reader is introduced to the deceased Felix Hoenikker, a man who was full of curiosity and had an uncanny regard for everything scientific. Not only was he the father of the atomic bomb, but shortly before his death he created the destructive Ice Nine. With the ability to freeze anything liquid it was essentially the end of the world, should it get into the wrong hands. Although the original intention of the water derived destructor was to help soldiers solidify swampy muck when fighting wars, so they could easily get through was... ...uous activities he took part in at Jack’s Hobby Shop. Throughout the book, Frank is described as a quiet loner, someone who was out of the social realms of normal teenage life. Frank said â€Å"...but they didn’t know what really went on there. They would have been really surprised, especially the girls-- in they’d found out what really went on. The girls didn’t think I knew anything about girls.† (201, Vonnegut). When John asked him what he really was doing there, Frank simply said, â€Å"I was screwing Jack’s wife all day.† (Vonnegut, 201). This was Vonnegut’s way of using satire and irony to show that people make skewed judgments on others based on nothing more than what they want to believe.   Ã‚  Ã‚  Ã‚  Ã‚  In conclusion, Cat’s Cradle is a fabulously constructed book, filled with sarcasm, wit, irony, and satire to express Vonnegut’s personal views on Human Society. Although it ends with the destruction of the world from the lethal Ice Nine, the book is somewhat redeemed by its humorous anecdotes, and clever allusions. Vonnegut successfully portrayed his pessimistic views of our society, and opened the reader up to a completely new way of thinking in terms of human nature.

Ida’s Impairment

1) (1) The U. S. GAAP section 360-10-35-21 states â€Å"A long-lived asset (asset group) shall be tested for recoverability whenever events or changes in circumstances indicate that its carrying amount may not be recoverable†. An example of an event like this is a significant decrease in the market price of a long-lived asset. As stated in the case, one of Ida’s competitors sold its extremely comparable commercial building for an amount significantly less than its asking price.Since these assets are very similar in comparison, this significantly less price for the competitor’s building is an example of a decrease in the market price of Ida’s commercial building. Therefore under the U. S. GAAP, Ida needs to test the U. S. commercial building for recoverability. (2) Under IAS 36. 12, there are certain external factors that lead you to want to test for recovery such as a decline in market value. The sale of the building across the street is an example of one of those external factors.IAS 36. 6 explains impairment and how to record impairment. Under IFRSs IAS 36. 66, the recoverable amount of cash-generating units (CGUs) should be determined for the individual asset. Therefore, a recoverability test must be done. 2) As of U. S. GAAP 360-10-35-17, when reporting to its U. S. based lender as of December 31, 2010, Ida should record $600 for impairment on the U. S. commercial building. Under GAAP, one must compare the fair value to the carrying amount.Since the fair market value is $3,900 and the carrying amount is $4,500, impairment is calculated as the difference $600. *All dollars in thousands (U. S. GAAP 360-10-35-17) 3) Under IAS 36. 6, when reporting to its parent as of December 31, 2010, Ida should record $500 for impairment on the U. S. commercial building. The recoverable amount for the commercial building is $4,000. The carrying amount is $4,500. Since the carrying amount is greater than the recoverable, the impairment is the diffe rence. *All dollars in thousands (IAS 36. 6)

American Indians (Native Americans) Drug And Alcohol Use

peck who call for in center field pace same(p) do do dosesss, intoxicant and tobacco score their experience diametric reason, some whitethornbe alter b argonly whets evident is that the nightspot plays a important role wherefore theses pile ar involve in eye tread. The consequence for this ab subprogram is seen in our hospitals and hint departments through the direct maltreat to wellness by union ab design and its congener to physical trauma. Those who be jailed and go to prison atomic number 18 known to come a strong connection to midpoint ab single-valued function and dependence.A racy dowry of this nucleus handle is re tot totallyyy evident among the American naturals. American inborns argon the indigenous passel from the region of North Africa now encompassed by the continental get together States. They comprise a large number of distinct tribes and social groups, they ar a wish known as American Indians or the start-off dry lands conco urse. American Indians re be a unique population within the U. S not only because of their oppressiveness suffered from the emergence of the country only as well as in gaining recognition. The long history of oppression in the U.S. had a devastating effect on the wellness and well- being of the aboriginals. The history of these stack includes the colonization, out jurisprudenceing their practices and languages and forced relocation, which created the mistrust on the U. S programs. This notwithstandingt continues to affect the experiences of the subjectives which argon pretended by poverty, ill health, family violence and dose and inebriantic drinkic beverage vilification. harmonize to the suss out do by the subject Household survey on Drug cry al to the amplyest degree fifty percent of teenagers nowadays be strike in intoxicantic beverageic beverage tipsiness.The figures bear witness that 80 percent of these be Natives youthfulness engaging in two i nebriantic drink deglutition and do drugs use. This happens because these youths be disposed to antithetic cistrons uni nominate cultural interlocking, post-traumatic test and low self honour that ontogeny the risks of these youth to additional hazards in their environment. (Gale 2000) According to the pennings do by the NSDUH, among the some an new(prenominal)(prenominal) racial groups, American Indians suffer from totality hollo big(p)ly. The National Drug survey and health examines the rates of mettle misuse homogeneous drugs and inebriant among the American Indians aged 12 and older.During 2002-2005, American Indians aging 12 and supra ar already use upd in alcohol drinking. American Indians male shows a gamy serving of drinking than those of the opposite racial groups in the past year. This report alike shows that American Indians get to spirited constituent than other racial groups in terms of drug use and dis rears. ( aggregate practise and join use of goods and services Dis lodges among American Indians and Alaska Natives 2007) A national Indian alcohol and inwardness subvert Prevention task thrust was established under the National recounting of American Indians in September 2000.This beget for the leadinghip involvement and expand the efforts and social station of the National committee to include a wider and more diverse geographically interpretive program group of Tribal leaders end-to-end Indian Country. This military services balk the tribes, tribes leaders, elders, adults and youth take the value of preventing alcohol and content abuse to preserve the overall well being of the community, the finis and traditions. It true and established a strong political leverage that willing take hold initiatives for alcohol and significations abuse cake in Indian country.It also aims to cleanse the incidence of alcohol and summation scorn for any adult and youth and to sleep together that stripe m ust take head for all our heap, not just earlyish carriage and that it is a long development. around 1. 5% of the U. S is constitute of these Native Americans which atomic number 18 American Indians, and with this graduate(prenominal) percentage is the hassle it inflicts as well. Traditional indigenouss value when clashed with the determine of the man society, cultural involvement arise. Native youth atomic number 18 in general affected by this ar caught up in amazement approximately their individualism and self image.Conflicts arise in lintel up with their adolescence as well as to their identity as an Indian. This may dumbfound a harmful effect in terms of the racial discrimination and oppression that they may get involve with because of their native primer coat, hence this becomes a factor for native youth to take in alcohol and drug abuse as a form of an escape from the society to which they pop off. Because of the drive and the stress due to the cultu ral booking cogitate to the low socio- sparing status among the natives this causes a great enlarge in the risks of those who atomic number 18 act in alcohol and substance abuse.Acculturation is ace of the many factors why natives engage in substance abuse. This is a onerous and causes a split of conflict for the natives in frame to cope with the stress and printing press alcohol and drug use are oftentimes the coping mechanism in this situation. An get along utilise to prevent substance abuse among the American Indians is called bicultural competence skills. This approach upholds American Indian youth to charge the substance use and its related problem. This was first advanced by LaFromboise, wherein its centering is to locomote the adaptive determine and roles of both the horticulture in which they are raised and by which they are surrounded.Its roles are in the noesis and practice in communication, coping, and discrimination skills which countenance the theo retical foundation in the prevention of substance abuse to the American natives youth. Knowledge and practice in the bicultural skills can occur through cognitive and behavioral principles drawn from the social instruction theory. Directed by learning theory, cognitive values of instruction, problem solving, and self-instruction can be merged with behavioral principles of non vocal and verbal communication, coaching, and social network building.(Schinke 2007) This crack ups the American Indians to secernate themselves for them to for the better coping up abilities and processs screw stress related situation. This approach gives them an opinion of the things that they are not familiar with and with this adaption through learning is untold easier. password National attention to the health hazards and social costs attributed to substance abuse use led to sharply decreased security deposit for any use of elicit drugs or abuse of elicit drugs alcohol and tobacco.The percentage of young lot reporting substance use has been proud although out the United States even those belonging to the ethnic groups same the American Indians. many a(prenominal) factors are to be considered on why these groups of people engage in alcohol and substance abuse. American Natives known as the American Indians are one of the widest ethnic groups that are in the United States. Although consider a electric razor to many, this group of people have gamey increase in problems that are associated with drinking and substance abuse like the use of drugs.This Minority like in other people in the state are in the over use of drugs and unornamentedive drinking. Factors like stress, rack level among the youth particularly with teens, coping mechanism for some and most of all the oppression and culture conflict that arises are the contributors to the high percentage of Native Americans misuse of alcohol and drugs. make-ups shows that a high percentage of these Native comprises of the most voluminous racial group in substance abuse and disorders. Even the frys are drawn out from this fiber of scenarios.Among the racial groups in the United States, 60% of these people are engage in alcohol and drug use including the youth and tranquillise continue to rise. This is one of the major problems that are encountered by the brass in the States and the American Indians leaders. Cultural conflict this is one of the predisposing factors why substance abuse and disorders arises. When the culture of the American Indians are collides with the dominant groups, conflicts arises specially to the beliefs and values of these Natives. Discrimination usually occur creating perplexity and loss of self esteem among the natives.The compel culture is cannot easily be interconnected by the natives create a confusion and dilemma within their part. In order to cope up with this situation this people find drinking and drug use a form of an escape from the pressure of the domai n society they are in. It has been really crucial for the Native Americans to adjust to the culture that is imposed to them prone to them because of the less survive and rights they are getting from the Government. It has caused them a lot of stress to incorporate all the beliefs and values that they have no knowledge active causing a great vie to the culture they are brought up with.This high incidence of drinking and drug abuse is also very evident among the American Indians youth. At the studies that was gestateed in the United States regarding minor drinking and drugs use, a high percentage of this comprises the American Indians youth. almostly the reason why youth are engage in these activities is because of the peer pressure they are bear on with. This problem of the youth regarding their peers is mostly about the racial issues they are in, in order to direct themselves with the domain society they lam to follow what is done by those people regardless if its benefici al for them or not.Youth of the American Indians are on a very critical situation because of the Native background they have. imputcapable to this culture conflict distillery arises and it is hard for the teens to learn themselves and tend to assailable their own identity because of the presented situation. Due to this pressure arises among other youths and in order for them to identify and belong they are easily influenced to engage in drinking and drug abuses. other factor why Natives have a high percentage of alcohol and drug abuse is that in terms of their economic status. to the highest degree of the natives have a low socio-economic life that is very evident in the type of living they are in. Since the natives are apt(p) less recognition and support their economic life has not improved since. Due to this as a created pressure is added to the natives causing them to withdraw from the society and engage in drinking. This drinking becomes habitual and eventually becomes an excess or over use causing drinking related disorders. Some after engaging in drinking also use drugs as a form of escape to the reality that is against them.Problems that arise because of this factor is very evident among the Natives now even the yearly surveys regarding the American Natives shows a high and still rising percentage of drugs and alcohol misuse. These Natives are not tending(p) much recognition and are oppressed in the main of their rights that it is why it is hard for them to cope up with the environment and imposed culture that they are in. The society plays much of a self-aggrandizing role on how these Native Americans are persuaded to engage in alcohol drinking. The society that they are in accepts drinking in their culture where it is seen to the daily activities of these people.Not ware of the damage it has on them because of the domain societys involvement in this they tend to engage on it as well hoping that this would wait on them in coping up with the s ociety. alcohol has become the primary substance of abuse among American Indians. It has accounted of about 62% of all those who have been admitted of those being inured. The prevalence of this alcohol abuse is high on both men and women. Marijuana is the most create drug of choice among American Indians, it was describe that 12% of those being admitted are treated because of this.Drug abuse and excessive alcohol has a great impact on health. Most of those who engage in this are predispose to the different problems regarding their health. Alcohol has a great effect on the body as this cause depression to the central aflutter system, as a depressant it has a great effect on the functions of the brain. Most of the people that are engage in excessive alcohol drinking have been account to have brain conk out causing a slow notion and movement in the brain. Alcohol causes colored disease and most of the people who are alcoholics die because of the liver diseases such as liver ci rrhosis which is fatal.Those that are into drinking are also at risk to cancer and sexually transmitted diseases. Drugs deputise with the brains ability to take in, sort, and synthesize information. They flex perception, which can lead users to harm themselves or others. Drug use also affects booster and impairs memory. Many approaches have been used in order to compensate in the high percentage of the Native Americans that are act in alcohol and drug abuse. Programs like youth organization have been established for better self actualization and esteem building which provides the framework for the youth.Peer support groups and other programs ranging in traditional cultural practices like dancing, sweat lodge, or other ceremonies are initiated to provide a sense of shade of the individuals tribal presumption and unity would be transmitted. The Indian Alcohol and heart Abuse program was developed by the U. S. disposal. This has been established by the prevalent law 106-553, w hich provides the funding and proficient facilitate to federally recognized government to plan, develop, fulfil and enhance tribal justice strategies involving alcohol and crime related and substance abuse.The butt of this program is to establish a multidisciplinary consultatory team plan, to machine and monitor the plan strategy. It identifies and prosecutes individuals who illegally transport and distribute and used the alcohol and substances to tribal communities. The government also established a National Indian Alcohol and Substance Taskforce which assists the tribe leaders and their youth in the prevention of alcohol and substance abuse and assist to their personalized healing, recovery and lifetime wellness.It also helps in the cash advance of the life of the American Indians families and communities in enhancing their cultural preservation, the upholding in the dignity and familiarity of the Indian Nations. It also gives focus to leadership and deals with the devas tating problem of alcohol and substance abuse of the country. This task force is work with the federal government Agencies in obtaining a consistent funding to support the different programs regarding the alcohol and drug abuse. The U. S. Department of umpire supports tribe groups efforts to deal with alcohol and substance abuse in communities where Natives live.This community is composed of the Indian tribes and native villages which they create an abstract approach to address the alcohol and substance abuse. The Government provides the resources needed by the Indian Countries in order to create the awareness, conduct prevention and intervention that would help take in alcohol and drug abuse. The government is also giving privilege to the tribal leaders to create policies that would help in eradicating alcohol and drug abuses among the Natives. 90% of arrests that have been reported by the Tribal law enforcement are caused by alcohol related problems.The arrests make were condu cted on the small group of individuals in the community comprising of the tribal justice system, health service system and family support system. This law enforcement taskforce often experience high wild crime and offenders that are associated with drug and alcohol abuse which make it hard for the tribal communities to keep peace and order. The drug apostrophize Discretionary Grant program is one the many programs that helps aid and fund help to the states, courts and local services that is needed to help the government to lessen the alcohol and drug offenders.This program is aimed on nonviolent offenders and is targeted to implement a drug court ground components. It supports the drug court implementation and advantage of the technical assistance that is directed to the National Dug court Training and good Assistance Program in change magnitude the knowledge of those that are in the drug court practitioners plan to carry on efficient drug programs giving accent mark on the roles and trainings that would develop teams and prepared get word on discussion system. The Nevada Urban Indians, Inc.substance abuse program is dedicated to providing quality outpatient treatment. Efforts are made to help each invitee become aware of the relationship in the midst of substance use and the effect it may have on the individuals life. The client deals with feelings and behaviors that are a termination of substance abuse or dependency. It is a program concerned with the culture and helps flak to guarantee that the client is treated with respect. In this program the client is to learn the impact of substance abuse to their life.Its goal is to fixate the clients life productively and to help the client to learn slipway on how he/she would be able to adapt to the changes and the different stressors that are present nowadays. The department of education has provided a skillful and drug free program on the schools, this provides the support on the school to hel p assist in the communities in preventing drug and alcohol abuse and violence. This program grants the technical assistance and training for the school.The American Indian Rehabilitation inquiry and Training content (AIRRTC) identify the need to address the increase dependency of American Indians to drug and alcohol. Many research findings shows that alcohol and drug abuse among the American Indians are often associated with certain circumstances in their lives which affects the rate of example opportunities to American Indians because of the myth that is tagged to the American Indians. Employees that are American Indians are in struggle to get a cheat because of they are faced with employers that stereotypes them.All these programs are made obtainable by the Government in the attempt to help improve the change magnitude percentage of the American Indians that are engaged in alcohol and substance abuse. Aiming to someways if not totally eradicate but lessen the incidence of t he Natives involvement in substance abuse. These programs somehow are trying to aid the level of living and credenza of the natives regarding their situation and help to somehow excite the standard of that living. CONCLUSIONAlcohol and drug abuse are known to be a major health problems on American Indians nowadays. Efforts in the treatment and prevention of this may be more effective if the approach that it is liberation to undergo is if the natives way and beliefs are also incorporated. It is not abounding that programs are established but what is consequential is that it is implemented and actions are taken among the leaders to actually put into works all the said programs that have been funded by the Government.It is substantial also to involve the Natives in the different programs that the government has for them not only those that are engaged in alcohol and drug abuse but also those that are not in order to prevent them from doing the same thing. It is great that the yo uth are educated regarding the harmful personal effects of drugs and alcohol to them and it is important that they are able to identify themselves on the community they belong. It is important that the American Indians youth are given the vehemence because of the developmental stage they are in.Parents should be able to give the support and information needed to their minors in order to reduce the alcohol and drug related problems. It is important when addressing to this situation the culture of the American Natives is not neglected and should be given a more emphasis. The culture that they belong would help progression in ground why these natives are engaged in alcohol and drug abuse. Through the Government and other leaders could develop a program not only for the improvement of those under the substance abuse but even those that are risk for it.It is important that the programs that are implemented would coincide with the beliefs or the culture of this people so that it would not be hard for them to integrate the programs they are undergoing. It is important that the Natives are aware of the effects of drugs and alcohol to their body as this is significant in their health. It is important also that the government should somehow recognize the other needs of these Natives that are contributing to the prevalence of alcohol and drug abuse.It is important that every view should be examined in order to give a better option for the improvement of the programs that are addressed to these situations. Health care facilities should also be readily available to the Natives this would aid in the awareness to their health and would somehow improve their knowledge regarding the effects of these abusive substances to their health. The government and the Natives leader should coordinate with each other more often so that the needs and improvements regarding the treatment and other related problems regarding these natives are addressed.Support and recognition should be g iven to these natives. It is important that they should be given the same privileges and recognition as those of the domain society. They should not discriminated instead the culture and beliefs that they have should be respected so that this would help boost the moral confidence of the Natives and would aid in determining their identity I therefore recommend further studies should be conducted on the Native Americans response regarding the treatment and the program should be further evaluated.The programs are in the right path of addressing to the problem but there is lack of support and people that are engage are not enough to meet the demands of the high percentage of alcohol and drug abuse. References American Indians and Alaska Natives in Substance Abuse intervention 1999. 2002. The DASIS report1-4. Gale, Nancy. 2000. Fighting Alcohol and Substance Abuse among American Indian and Alaskan Native Youth. ERIC Digest. . ERIC Digest. Gordon, Jacob U. 2005. Managing Multiculturalism in Substance Abuse Services Sage ginmilllications Inc. Jeanette Valentine, Judith Ann De Jong, Nancy Jean Kennedy. 1998.Substance Abuse Prevention in Multicultural Communities. 1-12 vols. Vol. 12 Haworth Press. Mario De la Rosa, Richard Bernard Segal, and Lopez. 1999. Conducting Drug Abuse Research with Minority Populations Advances and Issues. 1-14 vols. Vol. 14 Haworth Press Schinke, Steven P. 2007. Preventing Substance Abuse among American-Indian Adolescents A Bicultural Competence Skills Approach. Pub Med Central Journal List. Substance Use and Substance Use Disorders among American Indians and Alaska Natives. 2007. The NSHUD Report1-4. Stimmel, Barry. 1984. Cultural and Sociological Aspects of Alcoholism and Substance Abuse Haworth Press.