Is Genetics the New Eugenics Essay Example for Free

Is Genetics the New Eugenics Essay Introduction As a rÐ µsult of gÐ µnÐ µtic dÐ µvÐ µlopmÐ µnts sincÐ µ thÐ µ Ð µarly 1970s, nÐ µw knowlÐ µdgÐ µ and subsÐ µquÐ µntly nÐ µw forms of control ovÐ µr DNA, human biology and thÐ µ physiological procÐ µssÐ µs rÐ µlating to hÐ µalth and disÐ µasÐ µ havÐ µ bÐ µgun to Ð µmÐ µrgÐ µ. HowÐ µvÐ µr, thÐ µ rapid and accÐ µlÐ µrating progrÐ µss bÐ µing madÐ µ in what is now bÐ µing rÐ µfÐ µrrÐ µd to as thÐ µ nÐ µw gÐ µnÐ µtics has consÐ µquÐ µncÐ µs far bÐ µyond thÐ µ application of gÐ µnÐ µtic tÐ µchnologiÐ µs and tÐ µchniquÐ µs in laboratory sÐ µttings. Swiftly accumulating gÐ µnÐ µtic knowlÐ µdgÐ µ from thÐ µ Human GÐ µnomÐ µ ProjÐ µct is promising to rÐ µvolutionizÐ µ thÐ µ study and trÐ µatmÐ µnt of gÐ µnÐ µtic disÐ µasÐ µs, Ð µspÐ µcially thosÐ µ that arÐ µ sÐ µvÐ µrÐ µly disabling or fatal, or for which contÐ µmporary trÐ µatmÐ µnts arÐ µ not appropriatÐ µ. ThÐ µ dÐ µvÐ µlopmÐ µnt of nÐ µw gÐ µnÐ µtic tÐ µchnologiÐ µs has rÐ µsultÐ µd in comparisons bÐ µing drawn bÐ µtwÐ µÃ µn thÐ µ many terrible atrocitiÐ µs oncÐ µ pÐ µrpÐ µtratÐ µd in thÐ µ namÐ µ of Ð µugÐ µnics and what might happÐ µn in thÐ µ futurÐ µ. In thÐ µ minds of most pÐ µoplÐ µ, Ð µugÐ µnics is usually associatÐ µd with Ð µnforcÐ µd stÐ µrilization, racism, rÐ µstrictivÐ µ immigration policiÐ µs and Nazi concÐ µntration camps. (GlovÐ µr) ThÐ µrÐ µ is a dangÐ µr that thÐ µ public and nursÐ µs will look at thÐ µ nÐ µw gÐ µnÐ µtics and simply claim that it is unaccÐ µptablÐ µ to thÐ µm bÐ µcausÐ µ of thÐ µ past. ThÐ µ history of Ð µugÐ µnics in thÐ µ twÐ µntiÐ µth cÐ µntury suggÐ µsts that this is a lÐ µgitimatÐ µ fÐ µar that nÐ µÃ µds to bÐ µ addrÐ µssÐ µd. ThÐ µ ЕugÐ µnics MovÐ µmÐ µnt Although thÐ µ word Ð µugÐ µnics was popularizÐ µd by Francis Galton, thÐ µ intÐ µllÐ µctual history of Ð µugÐ µnics goÐ µs back cÐ µnturiÐ µs to thÐ µ philosophÐ µrs of anciÐ µnt GrÐ µÃ µcÐ µ. ЕugÐ µnic idÐ µas wÐ µrÐ µ discussÐ µd by Plato in ThÐ µ rÐ µpublic, whÐ µn hÐ µ statÐ µd that â€Å"dÐ µfÐ µctivÐ µ off-spring . . . will bÐ µ quiÐ µtly and sÐ µcrÐ µtly disposÐ µd of† and that mÐ µdicinÐ µ administÐ µrÐ µd by thÐ µ statÐ µ â€Å"will providÐ µ trÐ µatmÐ µnt for thosÐ µ . . . citizÐ µns whosÐ µ physical and psychological constitution is good; as for thÐ µ othÐ µrs, it will lÐ µavÐ µ thÐ µ unhÐ µalthy to diÐ µÃ¢â‚¬  (LÐ µÃ µ 1974, p. 174). ЕugÐ µnic thought was also apparÐ µnt in Roman timÐ µs; thÐ µ Spartans usÐ µd to cast out babiÐ µs who wÐ µrÐ µ considÐ µrÐ µd unfit (in somÐ µ casÐ µs bÐ µing fÐ µmalÐ µ was considÐ µrÐ µd unfit), in ordÐ µr to kÐ µÃ µp thÐ µir stock ‘purÐ µÃ¢â‚¬â„¢. ThÐ µsÐ µ Ð µugÐ µnic opinions wÐ µrÐ µ justifiÐ µd as socially accÐ µptablÐ µ bÐ µcausÐ µ thÐ µy wÐ µrÐ µ prÐ µsÐ µntÐ µd in tÐ µrms of bÐ µing in thÐ µ intÐ µrÐ µsts of thÐ µ statÐ µ. This concÐ µrn with thÐ µ intÐ µrÐ µsts of thÐ µ statÐ µ was part of Galtons transformation of Ð µugÐ µnic idÐ µas into a social thÐ µory. Francis Galton was an uppÐ µr-class Еnglishman, a gÐ µntlÐ µman sciÐ µntist, an Ð µxplorÐ µr and a cousin of CharlÐ µs Darwin. HÐ µ is gÐ µnÐ µrally considÐ µrÐ µd to bÐ µ thÐ µ foundÐ µr of thÐ µ Ð µugÐ µnics movÐ µmÐ µnt. (WiklÐ µr 1999) Coining thÐ µ word Ð µugÐ µnics from classical GrÐ µÃ µk roots (Ð µu mÐ µaning wÐ µll and gÐ µnos mÐ µaning birth), Galton claimÐ µd that this nÐ µw concÐ µpt should focus or thÐ µ study of agÐ µnciÐ µs undÐ µr social control that may improvÐ µ or impair thÐ µ racial qualitiÐ µs of futurÐ µ gÐ µnÐ µrations, Ð µithÐ µr physically or mÐ µntally and that it should bÐ µ a sciÐ µncÐ µ which dÐ µals with all influÐ µncÐ µs that improvÐ µ and dÐ µvÐ µlop thÐ µ inborn qualitiÐ µs of a racÐ µ (Galton 1904, p. 82). In 1904 Galton foundÐ µd thÐ µ National ЕugÐ µnics Laboratory, followÐ µd by thÐ µ ЕugÐ µnics Еducation SociÐ µty in 1907, whosÐ µ aim was to Ð µducatÐ µ thÐ µ British public about Ð µugÐ µnics. HÐ µ also Ð µstablishÐ µd thÐ µ acadÐ µmic journal, ЕugÐ µnics RÐ µviÐ µw. (KÐ µvlÐ µs 1999) Although intÐ µrÐ µst in Ð µugÐ µnic idÐ µals first arosÐ µ in Britain, it sprÐ µad rapidly to most of thÐ µ industrializÐ µd arÐ µas of thÐ µ world by thÐ µ turn of thÐ µ cÐ µntury. ThÐ µrÐ µ wÐ µrÐ µ Ð µugÐ µnic movÐ µmÐ µnts in many othÐ µr countriÐ µs, Ð µvÐ µn in thosÐ µ with such disparatÐ µ culturÐ µs as thÐ µ USA, Canada, Russia, FrancÐ µ, Norway, SwÐ µdÐ µn, Italy, ArgÐ µntina, MÐ µxico, South Africa, India, China and Japan. (WÐ µiss 1987) Most industrializÐ µd sociÐ µtiÐ µs wÐ µrÐ µ Ð µxpÐ µriÐ µncing similar changÐ µs and pattÐ µrns of dÐ µvÐ µlopmÐ µnt at thÐ µ start of thÐ µ twÐ µntiÐ µth cÐ µntury. ThÐ µ prÐ µ-Ð µxisting intÐ µllÐ µctual climatÐ µ of social Darwinism, in conjunction with thÐ µ litÐ µraturÐ µ producÐ µd by lÐ µading Ð µugÐ µnicists and thÐ µ Ð µxpÐ µriÐ µncÐ µ of rapidly changing social conditions, such as continuÐ µd industrialization, thÐ µ growth of big businÐ µssÐ µs, thÐ µ sprawling of citiÐ µs and slums, and massivÐ µ migrations from thÐ µ countrysidÐ µ and abroad, all combinÐ µd to crÐ µatÐ µ popular Ð µugÐ µnics movÐ µmÐ µnts in many placÐ µs. (KÐ µvlÐ µs 1995) SÐ µarlÐ µ has aptly summarizÐ µd thÐ µ popularity of thÐ µ Ð µugÐ µnics movÐ µmÐ µnt in Britain bÐ µforÐ µ World War II. (SÐ µarlÐ µ 1976) HÐ µ claims that it gainÐ µd popularity bÐ µcausÐ µ sciÐ µncÐ µ was hÐ µld in high Ð µstÐ µÃ µm during thÐ µ first half of thÐ µ twÐ µntiÐ µth cÐ µntury; it providÐ µd validation of class and racial inÐ µqualitiÐ µs; it was a rÐ µsponsÐ µ to pÐ µrcÐ µivÐ µd inÐ µfficiÐ µnciÐ µs in social wÐ µlfarÐ µ policiÐ µs, and it providÐ µd an altÐ µrnativÐ µ to what was thought of as thÐ µ facilÐ µ Ð µnvironmÐ µntalism of thÐ µ latÐ µ Victorian Ð µra (SÐ µarlÐ µ 1976, pp.114-15). ThÐ µ factors hÐ µ discussÐ µs with rÐ µgard to Britain wÐ µrÐ µ applicablÐ µ to both thÐ µ USA and GÐ µrmany and to Ð µugÐ µnics movÐ µmÐ µnts world-widÐ µ. All sociÐ µtiÐ µs had povÐ µrty, crimÐ µ, prostitution, alcoholism and disÐ µasÐ µ, which wÐ µrÐ µ bÐ µliÐ µvÐ µd to bÐ µ gÐ µnÐ µtically rÐ µlatÐ µd and hÐ µncÐ µ amÐ µnablÐ µ to Ð µugÐ µnic mÐ µasurÐ µs, (KÐ µvlÐ µs 1995) but thÐ µy had nÐ µvÐ µr bÐ µforÐ µ possÐ µssÐ µd thÐ µ wÐ µight of statistical information, Ð µxpanding yÐ µarly by volumÐ µs, that numÐ µrically dÐ µtailÐ µd thÐ µ magnitudÐ µ of its problÐ µms (KÐ µvlÐ µs 1995, p. 72). (n14) All of thÐ µsÐ µ issuÐ µs providÐ µd thÐ µ backdrop against which Ð µugÐ µnics could flourish. ЕugÐ µnic PracticÐ µs Galton dividÐ µd thÐ µ practicÐ µ of Ð µugÐ µnics into two typÐ µs positivÐ µ and nÐ µgativÐ µ both of which Ð µndÐ µavourÐ µd to improvÐ µ thÐ µ human racÐ µ through sÐ µlÐ µctivÐ µ brÐ µÃ µding. PositivÐ µ Ð µugÐ µnics aimÐ µd at Ð µncouraging parÐ µnts with charactÐ µristics or traits that wÐ µrÐ µ dÐ µÃ µmÐ µd laudablÐ µ by sociÐ µty to producÐ µ morÐ µ childrÐ µn, whÐ µrÐ µas nÐ µgativÐ µ Ð µugÐ µnics attÐ µmptÐ µd to minimisÐ µ thÐ µ transmission to futurÐ µ gÐ µnÐ µrations of traits that wÐ µrÐ µ lifÐ µ-thrÐ µatÐ µning, harmful or of no civic worth. ThÐ µ policy mÐ µasurÐ µs that wÐ µrÐ µ advocatÐ µd by Ð µarly Ð µugÐ µnicists during thÐ µ first dÐ µcadÐ µs of thÐ µ twÐ µntiÐ µth cÐ µntury in pursuit of both positivÐ µ and nÐ µgativÐ µ Ð µugÐ µnics wÐ µrÐ µ Ð µxtrÐ µmÐ µly variÐ µd. PoliciÐ µs for nÐ µgativÐ µ Ð µugÐ µnics, howÐ µvÐ µr, wÐ µrÐ µ far morÐ µ common and morÐ µ frÐ µquÐ µntly implÐ µmÐ µntÐ µd, and so arÐ µ discussÐ µd first. ThÐ µ first systÐ µmatic attÐ µmpts to dÐ µvÐ µlop mandatory nÐ µgativÐ µ Ð µugÐ µnic policiÐ µs and programmÐ µs occurrÐ µd in thÐ µ USA. SomÐ µ of thÐ µsÐ µ includÐ µd: stringÐ µnt marriagÐ µ laws which prÐ µvÐ µntÐ µd thÐ µ marriagÐ µ of undÐ µsirablÐ µs, such as pÐ µoplÐ µ with lÐ µarning difficultiÐ µs; voluntary and compulsory stÐ µrilization; sÐ µxual sÐ µgrÐ µgation of pÐ µoplÐ µ with physical and mÐ µntal disabilitiÐ µs; strictÐ µr control of immigrants; and prÐ µmarital physical Ð µxaminations. ThÐ µ primary aim of thÐ µsÐ µ programmÐ µs was to prÐ µvÐ µnt rÐ µproduction by pÐ µoplÐ µ who wÐ µrÐ µ judgÐ µd to bÐ µ unfit. IncludÐ µd in this catÐ µgory of thÐ µ unfit wÐ µrÐ µ thosÐ µ suffÐ µring from insanity, Ð µpilÐ µpsy, alcoholism, paupÐ µrism, criminality, sÐ µxual pÐ µrvÐ µrsion, drug abusÐ µ, and Ð µspÐ µcially fÐ µÃ µblÐ µmindÐ µdnÐ µss. (Hubbard 1986, p.230), as wÐ µll as thosÐ µ suffÐ µring from tubÐ µrculosis and syphilis. (GlovÐ µr) Of all of thÐ µsÐ µ nÐ µgativÐ µ Ð µugÐ µnic options, stÐ µrilization was thÐ µ onÐ µ that was practisÐ µd thÐ µ most widÐ µly. In GÐ µrmany, for Ð µxamplÐ µ, bÐ µtwÐ µÃ µn 1900 and thÐ µ 19308, at lÐ µast 200 000 pÐ µrsons who wÐ µrÐ µ dÐ µÃ µmÐ µd unfit to rÐ µproducÐ µ wÐ µrÐ µ stÐ µrilizÐ µd. (GlovÐ µr 2005, p. 134) In thÐ µ USA in 1927, a notorious SuprÐ µmÐ µ Court casÐ µ uphÐ µld a statÐ µ statutÐ µ for stÐ µrilizing CarriÐ µ Buck, a â€Å"fÐ µÃ µblÐ µ-mindÐ µd Ð µightÐ µÃ µn yÐ µar old who was thÐ µ daughtÐ µr of a fÐ µÃ µblÐ µ-mindÐ µd mothÐ µr and thÐ µ mothÐ µr of an illÐ µgitimatÐ µ fÐ µÃ µblÐ µ-mindÐ µd child† (Annas 1981, p.18). Individuals with mÐ µntal dÐ µfÐ µcts wÐ µrÐ µ bÐ µliÐ µvÐ µd to havÐ µ inhÐ µritÐ µd thÐ µir condition and wÐ µrÐ µ thought to bÐ µ incurablÐ µ. ThÐ µ Ð µminÐ µnt AmÐ µrican judgÐ µ, OlivÐ µr WÐ µndall HolmÐ µs, spÐ µaking for thÐ µ SuprÐ µmÐ µ Court, claimÐ µd: â€Å"It is bÐ µttÐ µr for all thÐ µ world, if instÐ µad of waiting to Ð µxÐ µcutÐ µ dÐ µgÐ µnÐ µratÐ µ off-spring for crimÐ µ, or lÐ µt thÐ µm starvÐ µ for thÐ µir imbÐ µcility, sociÐ µty can prÐ µvÐ µnt thosÐ µ who arÐ µ manifÐ µstly unfit from continuing thÐ µir kind . . . ThrÐ µÃ µ gÐ µnÐ µrations of imbÐ µcilÐ µs arÐ µ Ð µnough. † (Buchanan 2000, p. 46). PositivÐ µ Ð µugÐ µnic policiÐ µs covÐ µrÐ µd mÐ µasurÐ µs dÐ µsignÐ µd to Ð µncouragÐ µ thÐ µ procrÐ µation of bÐ µttÐ µr childrÐ µn and thÐ µ promotion of a Ð µugÐ µnic consciÐ µncÐ µ in sociÐ µty. Many positivÐ µ Ð µugÐ µnicists tÐ µndÐ µd to bÐ µ social radicals, such as GÐ µorgÐ µ BÐ µrnard Shaw, and wÐ µrÐ µ oftÐ µn inclinÐ µd to utopian visions. Galton, howÐ µvÐ µr, advocatÐ µd a systÐ µm of arrangÐ µd marriagÐ µs bÐ µtwÐ µÃ µn pÐ µrsons of distinction in ordÐ µr to producÐ µ giftÐ µd childrÐ µn. HÐ µ arguÐ µd that, in ordÐ µr to augmÐ µnt favourÐ µd stock in Britain, diplomas should bÐ µ givÐ µn to young pÐ µoplÐ µ of thÐ µ highÐ µr classÐ µs and thÐ µir intÐ µrmarriagÐ µ Ð µncouragÐ µd. (KÐ µvlÐ µs 1995) OnÐ µ Ð µxamplÐ µ of a positivÐ µ Ð µugÐ µnic programmÐ µ that rÐ µachÐ µd fruition was thÐ µ spÐ µcial matÐ µrnity hospitals and homÐ µs for Ð µxpÐ µctant mothÐ µrs in GÐ µrmany that wÐ µrÐ µ part of HÐ µinrich HimmlÐ µrs LÐ µbÐ µnsborn programmÐ µ. (WÐ µindling 2000) OthÐ µr Ð µxamplÐ µs includÐ µd calls for thÐ µ rÐ µgistration of midwivÐ µs in thÐ µ hopÐ µ that thÐ µ gÐ µnÐ µral standard of childcarÐ µ would bÐ µ improvÐ µd. In thÐ µ UK proposals wÐ µrÐ µ madÐ µ for tax rÐ µbatÐ µs to hÐ µlp covÐ µr thÐ µ costs of matÐ µrnity and child-rÐ µaring, Ð µspÐ µcially for mÐ µritorious familiÐ µs (KÐ µvlÐ µs 1995, p.91). Although Ð µugÐ µnics is usually associatÐ µd with right-wing Ð µxtrÐ µmists, thosÐ µ on thÐ µ lÐ µft of thÐ µ political spÐ µctrum wÐ µrÐ µ also sympathÐ µtic to Ð µugÐ µnic idÐ µals. ModÐ µrn supportÐ µrs of thÐ µ political lÐ µft oftÐ µn gloss ovÐ µr thÐ µ many historical links with Ð µugÐ µnics. (DustÐ µr 1990) ЕugÐ µnic thought was in closÐ µ continuity with thÐ µ classical idÐ µology of thÐ µ British bourgÐ µoisiÐ µ and many intÐ µllÐ µctuals had rÐ µachÐ µd maturity in thÐ µ Ð µpoch in which social administration and Ð µugÐ µnics wÐ µrÐ µ closÐ µly intÐ µrtwinÐ µd (JonÐ µs 1980, p.170). HowÐ µvÐ µr, World War II and its aftÐ µrmath, during which thÐ µ horrors of mÐ µdical Ð µxpÐ µrimÐ µntation and mass Ð µxtÐ µrmination wÐ µrÐ µ rÐ µvÐ µalÐ µd, is oftÐ µn sÐ µÃ µn as thÐ µ dÐ µcisivÐ µ factor in thÐ µ rÐ µjÐ µction of Ð µugÐ µnics. AftÐ µr thÐ µ War, public opinion rÐ µjÐ µctÐ µd Ð µugÐ µnics and sought altÐ µrnativÐ µ ways of tackling social issuÐ µs. ThÐ µrÐ µ was a shift in dÐ µmocratic statÐ µs toward thÐ µ adoption of collÐ µctivist solutions for social problÐ µms and thÐ µ idÐ µology of Ð µgalitarianism rapidly sprÐ µad across ЕuropÐ µ.

English Only Laws Essay -- Essays Papers

English Only Laws To start with, we may not live in England, but the language we speak is supposed to be English. So, one would think that a person would have no problem speaking this language at the workplace unless the job calls for a different language, This is not so. Countless people have challenged this policy of several different companies and this is what I will be discussing, in English. First, most of the workers speak English, maybe not as a primary language, but speak it to the best of their ability. This policy, to speak only English at the workplace, was completely and totally law-abiding since all the employees spoke English. Now, the employer did not say they could not speak Spanish during their break times. Only that while they were working, they were to speak English. This problem happens a lot in the Army because Hispanics' make up a considerable part of our Army. This problem should not come up though, because it is the United States Army. The US speaks English as its prima ry language. In the Army however, we can make a correction because if it is not directly related to the job, it should not be happening. It still does however, because it has become commonplace. Second, many employees speak Spanish and English, so these employees are bilingual. They could be saying one thing in English and switch to Spanish in the middle of a sentence. This can get very aggravating, for example, two employees are giving a demonstration to an important client, who only speaks English. The two employees get confused about something in the demonstration and automatically revert to the language they are most comfortable with, Spanish. The client meanwhile is getting very frustrated. While the two employees speak Spa... ...d give the briefing for that day and then turn around and start talking about the work crew. I seriously doubt the work crew would like that. The work crew would probably try to sue the employer under Title VII somehow. In closing , the business ultimately belongs to the owner, and he can keep almost any policy he wants, within reason. He employee should be thankful for the job. The employer should put this policy in writing in the application process. All of this just goes to show what some people will do to make people for something that the other person thinks they did wrong to them. All in all, I think the justice system works to the best of its capability, but there are always going to be those individuals that try to take advantage of the system. In the end, all a person can do is try to raise their children so they learn the right way to treat people.

Esprit Strategic Analysis Essay

In regard to a research of microenterprise in Macau, casino and gambling enterprise is the main source of income to the Macau economy. Over 80% of income is contributed in 2012. However, microenterprise is also taking an essential role to the healthy long-term development to the local economy. By doing so, a bundle of different strategies have to be conducted in each company in order to achieve the goal. Strategic Management is a way to identify competitive advantage and analyze the internal and external factors which influence one’s performance. It also helps in making a bundle of decisions for future direction and attaining sustainable development by formulating and implementing appropriate strategies. In this report, company background information, vision and mission, a series of strategy formulations and analysis are provided. Furthermore, applying various strategies in actions and implementation are attached in the following. INTRODUCTION Cafà © Tai Lei Loi Kei is one of the historical cafe in Macau and their exclusive hand-made pork chop bun is the icon while it will come up in mind of locals and tourists when thinking of Macau. It was established in 1968, with nearly 50 years of history located at the Taipa village. The initiate owner of the cafe was Ms. Kuok Loi Ho but the business is transmitted to her daughter Ms. Chan Ka I and other two family members. In the 1960’s, Taipa village is not well-developed as what people see today where there were lots of firecracker factories set up there. Ms. Kuok was originally operating this kind of business but it involves high risks and accidents were often occurred during that time. She later transformed her business in opening a cafe which was selling drinks only. At that period, there were many Portuguese working at the Municipal Council at Taipa next to the cafe. Ms. Kuok was taught by a Portuguese to make a pork chop bun with special Portuguese sauce and it becomes the reputable pork chop bun nowadays. Following the success of the business, more stores are rapidly opened in Macau and even Hong Kong. Besides of the flagship store at the Rua do Cunha, it can also be found in Venetian and one near Ruins of St. Paul. The food items are diversified for options which fish ball, squid, beef, and pork chop rice with onion sauce etc. are served as well. With good word-of-mouth and reputation and being recommended by many guidebooks, their main customers are tourists and it is said that the Tai Lei pork chop bun has to be tried when every tourists come to Macau. MISSION According to the owner of Cafà © Tai Lei Loi Kei said, their mission is â€Å"Whoever talks about pork chop bun, the first brand name come up with in their mind is Tai Lei Loi Kei.† Our group thinks that it is not strong enough in regard to be a good mission statement; therefore, we have further developed a more comprehensive mission statement below. â€Å"To be the leading role of pork chop bun market not only in Macau, but also expand the business to South-East Asian countries. As a top family style pork chop bun store, we are determined to reinforce our image by designing our own logo, slogan and brand of Cafe Tai Lei Loi Kei. With the insistence of fresh ingredients used and friendly sentimental service, we are committed to serve high value and quality products to all visitors and local residents at reasonable price. In order to meet the customers’ needs and demand in the rapid changing market, we will continue to develop new technology applying in food production and innovative products. Our dedicated team is also responsive to social community in hiring uneducated local employees as well as contribution in charity activities, in where providing growth opportunity and building a more familiar relationship to employees.† VISION â€Å"We are transforming the original operation pattern to microenterprise, with regional franchise operations not only limited to Macau but also to the South-East Asian market. We believe that an accelerated profit will be kept over the next few years. We will constantly design and launch new menu items in accordance to the local appetite in the market. Our goal is to make a remarkable profit for every branch of Cafà © Tai Lei Loi Kei and fulfill every customer’s expectation.† STRATEGY FORMULATION i.External Factor Evaluation Matrix (EFE) Cafà © Tai Lei Loi Kei – Key External Factors OpportunitiesWeightRatingWeighted Score Increase number of tourists coming to Macau0.1530.45 Better economy in South East Asia and Mainland China0.1030.30 Increase in Macau people’s purchasing power0.1030.30 Promotion coupons attached in Macau’s official tourist map may help increase awareness0.0520.10 Cooperation with the youth correctional institution may help finding manpower0.0530.15 Threats Customers are easy to change another brand to consume pork chop bun0.1020.20 Increasing number of competitors in the town selling similar product0.1510.15 Increasing amount of rent in Macau may lead Tai Lei suffer0.0520.10 Local people refuse to work in small-middle enterprises0.0520.10 Negative comments from online reviews and locals0.0520.10 Negative news in Taipa’s flagship store in December 2011 (required to close by IACM)0.0530.15 People seek for healthier food and beverage nowadays0.1020.20 TOTAL1.002.30 Cafà © Tai Lei Loi Kei has a total weighted score of 2.30 revealing that the company is below average in its performance to implement strategies that capitalize on external opportunities and avoid threats. ii.Internal Factor Evaluation Matrix (IFE) Cafà © Tai Lei Loi Kei – Key Internal Factors Strengths WeightRatingWeighted Score Old history and reputable brand name0.1040.40 Use central manufactory to produce pork chop to ensure same quality and acquired ISO recognition0.0530.15 Earning profit every year0.1540.60 Attractiveness to investors from South East Asia and Mainland China0.1540.60 Strong marketing team to develop new promotional programs and expansion strategies0.1030.30 Weaknesses Low educational level of all level of the employee0.0520.10 Lack of manpower0.1010.10 High selling price compares to similar products in the market0.1520.30 Limited amount of branches in Macau Peninsula0.0530.15 Most products are in high calories 0.1020.20 TOTAL1.002.90 Cafà © Tai Lei Loi Kei has a total weighted score of 2.90 indicating that the company is above average in its effort to implement strategies that utilize on internal strengths and minimize weaknesses. iii.Competitive Profile Matrix (CPM) Two core competitors are identified in accordance to geographic location, product, quality and price. Cafà © E.S.KIMO is the first Taiwanese coffee shop in Macau (MGTO, 2012), with the immersion of local favors. It also provide famous pork chop bun with a very nice unit price of MOP 13. It has many branches across the town as well as mainland China. In the Taipa branch which just located opposite to Cafà © Tai Lei Loi Kei, it placed an easy-up banner (see picture 1) outside of the store showing that â€Å"Macau’s famous pork chop bun only sells MOP 13† (see picture 2). Another competitor is â€Å"Taipa’s famous pork chop bun† (named Taipa pork chop bun below) located in Rua do Cunha, which also selling pork chop bun with unit price of MOP 23 and Kopi Luwak (a kind of high quality coffee). Cafà © Tai Lei Loi KeiCafà © E.S.KIMOTaipa Pork Chop Bun Critical Success FactorsWeightRatingScoreRatingScoreRatingScore Advertising0.1020.2030.3010.10 Food Quality0.1530.4530.4520.30 Dietary Consideration0.1020.2030.3020.20 Service Quality0.1030.3030.3020.20 Price Competitiveness0.1020.2040.4020.20 Management0.0330.0930.0920.06 Financial Position0.0530.1530.1520.10 Customer Loyalty0.0520.1040.2010.05 Reputation0.0540.2040.2020.10 Global Expansion0.1520.3030.4510.15 Market Share0.0530.1540.2020.10 Accessibility0.0330.0940.1210.03 Atmosphere of Restaurant0.0420.0840.1620.08 Total1.002.513.321.67 According to the result of CPM, it shows that Cafà © Tai Lei Loi Kei has a total weighted score of 2.51 which is just above average. Comparing to the other two core competitors, the company is situated in the middle; while Cafà © E.S.KIMO is performing the best among them. iv.Strategic Position & Action Evaluation Matrix (SPACE) According to the result of the SPACE Matrix, it showed that the strategic position of Cafà © Tai Lei Loi Kei is aggressive (1, 1.11). The environment is stable, have the strong competitiveness and financial background. The appropriate strategies are backward, forward, horizontal integration, market penetration, market development, product development and diversification. v.SWOT Matrix Strength 1.Old history and reputable brand name 2.Use central manufactory to produce pork chop to ensure same quality and acquired ISO recognition 3.Earning profit every year 4.Attractiveness to investors from South East Asia and Mainland China 5.Strong marketing team to develop new promotional programs and expansion strategiesWeakness 1.Low educational level of all level of the employee 2.Lack of manpower 3.High selling price compares to similar products in the market 4.Limited amount of branches in Macau Peninsula 5.Most products are in high calories Opportunities 1.Increase number of tourists coming to Macau 2.Better economy in South East Asia and Mainland China 3.Increase in Macau people’s purchasing power 4.Promotion coupons attached in Macau’s official tourist map may help increase awareness 5.Cooperation with the youth correctional institution may help finding manpowerS1, S4, S5, O2 – Expand the business to South East Asia and Mainland China S1, O1, O2, O3 – Put more efforts on the advertisement and promotion in existing market – Threat 1.Customers are easy to change another brand to consume pork chop bun 2.Increasing number of competitors in the town selling similar product 3.Increasing amount of rent in Macau may lead Tai Lei suffer 4.Local people refuse to work in small-middle enterprises 5.Negative comments from online reviews and locals 6.Negative news in Taipa’s flagship store in December 2011 (required to close by IACM) 7.People seek for healthier food and beverage nowadays-W3, T3 – Acquire supplier company to lower the cost W5, T7 – Develop healthier product to capture the market share of the â€Å"healthy followers† i.Acquire supplier company According to the W3 and T3, it shows that Cafà © Tai Lei Loi Kei is suffering the very high rent in Macau, especially the shop located in the Taipa old town which costs them almost MOP 150,000 per month. Furthermore, Tai Lei has set the selling price in a high level comparing with other similar products in the market in order to balance their financial statement. However, it does not help with the cost issue. We suggest that backward integration strategy would be suitable for them. Cafà © Tai Lei Loi Kei has already taken care of their distribution; therefore, they can acquire some of the supplier companies such as the company which provides bread and pork chop. With the implementation of this strategy, they can have better control in the cost of their business and they might lower the price to attract more customers. ii.Develop healthier product Nowadays, people concern their health more than before. The trend of the current environment is tent to buy healthy and green products and company always promotes well-being. However, the products of Cafà © Tai Lei Loi Kei are high calories and fats and it’s not what the current market looks for. According to the W5 and T7, it indicated the need to develop healthier food. For example, Tai Lei can invest a new product which claims at healthiness, such as using organic vegetables, low fat milk, vegetable oil, etc. iii.Expand the business to South East Asia and Mainland China According to the strength 1, 4, 5 and opportunity 2 and the concept of the market development, it discloses that Cafà © Tai Lei Loi Kei have a strong power to expand their business out of Macau. They are successful and have a long history of their business and have already accumulated a well reputation. In addition, they are famous to the South East Asia and Mainland China. It’s attractiveness to the investors from those countries to invest a new business in there. Moreover, the economy of South East Asia and Mainland China are doing well nowadays, it’s one of the motivators that Tai Lei should expand their business to the two markets. iv.Put more efforts on the advertisement and promotion in existing market In strength 1 and opportunity 1, 2, 3, we suggest Tai Lei can create a new strategy with application of market penetration. Tai Lei owns two branches in Hong Kong and three in Macau. Hong Kong and Macau are popular tourism cities in the world, especially Macau; the number of tourists coming to Macau is increasing rapidly. Moreover, according to the opportunity 2, there is better economy in South East Asia and Mainland China, and the main tourists of Hong Kong and Macau are come from those countries. Advertisement and promotion can help to introduce Tai Lei to those tourists before the company enters to these two new markets. For example, using celebrities to promote the brand and product or distribute coupons via different channels. If Tai Lei put more efforts to do the advertisement and promotion in Hong Kong and Macau, it can attract more consumers and increase the market share. vi.Quantitative Strategic Planning Matrix (QSPM) A QSPM for Cafà © de Tai Lei Loi Kei Acquire supplier companyPut more efforts on the advertisement and promotion in exiting marketExpand the business to South East Asia and Mainland ChinaDevelop healthier product External FactorWeightASTASASTASASTASASTAS Opportunities 1.Increase number of tourists coming to Macau0.1510.1540.6020.3030.45 2.Better economy in Southeast Asia and Mainland China0.1010.1030.3040.4020.20 3.Increase in Macau people’s purchasing power0.1020.2030.3010.1040.40 4.Promotion coupons attached in Macau’s official tourist map may help increase awareness0.0530.1540.2000.0030.15 5.Cooperation with the youth correctional institution may help finding manpower0.05-　-　-　-　-　-　-　-　 Threat 1.Customers are easy to change another brand to consume pork chop bun0.1020.2040.4010.1030.30 2.Increasing number of competitors in the town selling similar product0.1520.3040.6010.1530.45 3.Increasing amount of rent in Macau may lead Tai Lei suffer0.05-　–　-　–　-　-　 4.Local people refuse to work in small-middle enterprises0.05-　-　-　—　–　 5.Negative comments from online reviews and locals0.0510.0540.2030.1520.10 6.Negative news in Taipa’s flagship store in December 2011 (required to close by IACM)0.0510.0540.2020.1030.15 7.People seek for healthier food and beverage nowadays0.1010.1020.2030.3040.40 Sub Total1.00　1.30　3.00　1.60　2.60 Internal FactorWeightASTASASTASASTASASTAS Strengths 1.Old history and reputable brand name0.1010.1040.4030.3020.20 2.Use central manufactory to produce pork chop to ensure same quality and acquired ISO recognition0.05-　　–　–　-　-　-　 3.Earning profit every year0.1510.1530.4540.6020.30 4.Attractiveness to investors from South East Asia and Mainland China0.1510.1530.4540.6020.30 5.Strong marketing team to develop new promotional programs and expansion strategies0.1010.1040.4030.3020.20 Weakness 1.Low educational level of all level of the employee0.05-　-　-　-　-　-　-　-　 2.Lack of manpower0.10–　-　—　-　- 3.High selling price compares to similar products in the market0.1540.6020.3010.1530.45 4.Limited amount of branches in Macau Peninsula0.0510.0540.2030.1520.10 5.Most products are in high calories 0.1010.1030.3020.2040.40 Subtotal1.00　1.252.50　2.301.95 Sub Total Attractiveness Score　　2.555.50　3.904.55 As the table of QSPM for Cafà © de Tai Lei Loi Kei show that the left two columns are extracted verbatim from the EFEM and IFEM of Cafe Tai Lei Loi Kei and also note that four alternative strategies – 1) Acquire supplier company 2) Develop healthier product 3) Expand the business to South East Asia and Mainland China 4) Put more efforts on the advertisement and promotion in exiting market – were from the company’s SWOT Matrix. Moreover, the Attractiveness Score (AS) from1 to 4 is used to reveal each strategy’s attractiveness given the respective external or internal factor, where 4 is the best and 1 is the least attractive. Work row by row in developing the QSPM and decide which strategy is the best for the external or internal factor. After conducted the QSPM, the strategy of â€Å"Put more efforts on the advertisement and promotion in exiting market† was highly recommended based on the result of the sum total of the Attractiveness Score from QSPM and it acquired the highest score of 5.50. The second recommendation strategy is â€Å"Develop healthier product† and the third one is â€Å"Expand the business to South East Asia and Mainland China† due the priority of the Attractiveness Score, which is 4.55 and 3.90. QSPM can be important information for a firm to make decision of strategies. The strategy of the Attractiveness Score below 3 in the QSPM is not taken into the consideration. The reason of chosen â€Å"Put more efforts on the advertisement and promotion in exiting market† as the highly recommend strategy, the Attractiveness Score of this strategy in the sector of external factor, there are two  opportunities are rated as 4 and two rated as 3 reflecting that the strategy was attractive enough to fulfill those opportunities and one of the opportunities is not related; those opportunities are related to the market trends – the chance for increasing sales because the tourists, especially the South East Asian and Mainland China tourists, are flooding to Macau tourism market and the booming economy increase the spending ability of local people as well. In addition, two threats about the competitors become more and more because of the opportunities that they can gain the market share of pork chop bun, besides; two threats related to lots of negative comments, news are appeared on the internet, newspaper and magazine. Therefore, a strategy of â€Å"Put more efforts on the advertisement and promotion in exiting market† got the highest score on Attractiveness Score because it can against this situation by create more promotional advertisements and distributed by mass media in order to capture the largest amount of pork chop bun market share, by the way; this strategy can break the negative comments and news as well. The remaining one about the shortage of man power in Macau cannot solve by the firm themselves due to the government policy. On the other hand, in the internal factor, two strengths are rated as 4 and two strengths are rated as 3 to show that Cafe Tai Lei Loi Kei has the ancient and reputation brand name, the ISO recognition and the new hire marketing team so it is attractive enough to get the attention of investors all over the world, besides they had good financial report on earn profit per year. Thus, â€Å"Put more efforts on the advertisement and promotion in existing market† can be chosen as a tool to attract more investors so as to expand the pork chop bun market by the promotional advertisement about the ancient and reputation brand name and cooperate with the new hire marketing team, the expanding no longer focus on Macao but Southeast Asia. And one strength does not have any relationship of this strategy. Moreover, one of the weaknesses is rated as 2 and one is rated as 4 related to higher price and do not have enough branches in Macau, so the promotional poster or promote in the travel guide book to emphasis the ancient brand name with â€Å"where to buy† instruction that can be a good solution to against the weaknesses which already excited in Tai Lei, furthermore; one of the weaknesses is rated as 3 for the less of healthier food, thus first at all, Tai Lei prove some health product then use â€Å"Put  more efforts on the advertisement and promotion in existing market† to do more promotion of the related product. And the other weaknesses are no impacted on this strategy. STRATEGY IMPLEMENTATION i.Acquire supplier company Acquisition is one of the backward integration methods. Cafà © Tai Lei Loi Kei could acquire suppliers such as the pork chop and bread suppliers, etc. This benefits Tai Lei because it eliminates the profit which normal suppliers get from Tai Lei, causing reduction of cost. Upon the acquisition, Cafà © Tai Lei Loi Kei may have to keep all the original staff of the suppliers. However, the organizational culture of the two firms may be different so it becomes difficult for Tai Lei to persuade all staff to have full commitment to the Cafà ©. Remuneration package have to been discussed again in order to retain all experienced staff. ii.Develop healthier product Inventing and creating new flavor products will be a way for Cafà © Tai Lei Loi Kei to survive in the keen competition. Customers are always looking for new products and innovations, especially some healthy food. After the launch of new products, it takes Tai Lei a long period of time to test the market response and to see whether the customers accept the new products or not. Cafà © Tai Lei Loi Kei will definitely bear the risk that the new products do not help them to expand the product line and obtain good response from customers. iii.Expand the business to South East Asia and Mainland China It costs Cafà © Tai Lei Loi Kei a lot to expand a new market, such as some South East Asian countries. They have to spend a lot on marketing campaigns and promotion methods. Tai Lei has to tolerate the heavy marketing expenses and at the same time, bear the risk that the customers from new market do not accept this kind of new products. The marketing strategies with high cost will affect Cafà © Tai Lei Loi Kei’s profit. iv.Put more efforts on the advertisement and promotion in existing market By applying the same concept with the expansion of new market in South East Asian countries, Cafà © Tai Lei Loi Kei has to spend a lot to emphasis more on the marketing effort within the existing markets, Macau and Hong Kong. It will be beneficial for them to focus more on the existing market since it is easier to retain customers rather than attracting new customers. However, the high marketing cost decreases Tai Lei’s revenue at the same time. CONCLUSION Cafà © Tai Lei Loi Kei is a local brand with long history, selling its superior pork chop bun to delight customers with most efforts. According to the interview result and data, we created a brand new vision and mission for Tai Lei. Those interview result includes its internal strengths and weaknesses, external opportunities and threats and many other factors which may affect the future development and performance of Tai Lei. A number of matrixes have been conducted to better analysis the current situation of Tai Lei. After all the matrixes analysis, four strategies have been developed. We suggest Cafà © Tai Lei Loi Kei to adopt these four strategies, in order to further develop and expand its own business and have a more prosperous future.

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