Analysis of Lidls Marketing Strategy | 7Ps, SWOT

summary of Lidls Marketing dodging 7Ps, SWOTIntroductionLidls history begins in the 1930s, when their first store was created in Germany acting as a securities industry wholesaler. Since then, Lidl has now become one of the largest mart retailers in europium, with over 600 stores operating in the UK, and thousands establish across Europe (Butler, 2014). Although the touchstone of stores that Lidl cave in in operation is staggering, it is made regular more astonish by the fact they only overstateed out of Germany 20 years ago (Lidl, 2015). This rapid involution has made them one of the near dominant and fe bed competitors in the UK grocery merchandise, with major grocery retailers constantly nerve-wracking to minimise Lidls portion of commercialize sh ar.Although Lidls grocery sh be in the UK is still relatively small, with them acquiring 3.5% at the beginning of 2015, they atomic number 18 one of the fastest growing grocery retailers. Whilst many supermarkets argon losing their market sh ar, Lidls was change magnitude by a stagger 15.1% from 3.1% to 3.5% (FT, 2015). Figure 1 highlights the variation in market share, and how much market share each supermarket currently holds.As previously mentioned, although Lidl have a relatively low market share, they are currently one of the fastest growing retailers in the market. An abbreviation of Lidls current marketing dodge leave behind be conducted, with particular emphasis on the 7 Ps of marketing. Furthermore, Porters Generic Strategies will be analysed in order to aid in the understanding of Lidls current strategies. This will then be think with a SWOT analysis, with recommendations creation drawn up via the utilisation of a TOWS matrix.Marketing Strategy AnalysisThe five core concepts of marketing are consumer needs/wants/demands, products and runs, value/satisfaction/quality, exchanges/transactions/relationships and markets (Kotler, et al., 2008). One of the most efficient ways to analyse these factors is to conduct a marketing strategy analysis, which looks to explore the strategies an organisation utilises in order to grow and expand their market share.7 Ps AnalysisIn order to successfully analyse Lidl marketing strategy, a 7 Ps analysis ignore be conducted, which seeks to analyse slightly precise basic, but significant issues. Originally, the 7 Ps was only comprised of 4 Ps which aimed to address sure issues that would allow a firm to have a more offended understanding of their innate operations. The 4Ps are comprised of product, price, place and promotion (CIM, 2009). However, due to the limited applicability of the 4 Ps, three more were added to form the 7Ps, which aims to overcompensate some function qualities the 4 Ps do non cover (Booms Bitner, 1981 Lusch, et al., 2007).Product (Quality, brand name, service line, warranty, capabilities, facilitating goods, tangible clues, price, personnel, physical environment and process of service deli very(preno minal))Very solid brand name from being one of the cheapest supermarket retailers in the industry. Their important competition as a value supermarket is Aldi (Bosshart, 2006).The products sold in Lidl are lots very similar to the goods sold in different supermarkets, such as Tesco or Asda. However, the main distinction would be the different brand names of the products in Lidl stores.Consumers could have a negative perceptual experience of the quality of Lidls products as they are sold for such a cheap price (Siro, et al., 2008).Price (Level, discounts and allowances, fee terms, customers own perceived value, quality/price interaction and differentiation)One of the key competitive advantages for Lidl is their clever set strategies. Lidl entered the market on the basis of being one of the most value-driven supermarkets in the industry (Dolgui Proth, 2010).All payments are made up before leaving the store at the check outs.As they offer goods at an unbelievably cheap price, co nsumers whitethorn believe that the goods they deal are poor quality, however this is generally non the case (Siro, et al., 2008).Place (Location, accessibility, distribution channels and distribution coverage)Lidl have a plethora of stores across the UK and Europe. However, depending on the country, they operate in different segments of the supermarket industry, ranging from value to high-end goods (Butler, 2014).They have a variety of distribution hubs across the UK and Europe to ensure that stores are maintaining a constant level of stock (Brown, 2015).As their handicraft model is to sell as many goods as possible in the shortest amount of time, ensuring stock levels are maintained is incredibly important. This means that it is imperative to have stores in reasonably close proximity to national distribution centres.publicity (Advertisements, personal selling, sales promotion, publicity, personnel, physical environment, facilitating goods, tangible clues and process of service delivery)Lidl do not current have any loyalty schemes present in the UK, as they believe their pricing model is enough to incentivise consumers.Lidl often have in store promotions, but they do not discount their goods as highly as other retailers due to the low prices that already exist.People (Personnel training, discretion, commitment, incentives, appearance, interpersonal behaviour, attitudes and customer behaviour/degree of involvement)Employees are generally paid a very attractive salary, but have to work incredibly unuttered whilst on the job. The amount of items scanned is often used as a performance measurement indicator (Ruddick, 2015). postgraduate training standards to ensure employees can scan items fast enough and meet all customer needs.Consumers may feel that staff do not pay them enough attention as they are very rushed doing their job responsibilities.Process (Policies, procedures, mechanisation, employee discretion, customer involvement, customer direction and flo w of activities)Primary process of Lidl is to barter for and sell as many goods as possible on a low-cost basis.Consumers are not very involved in any of the processes or procedures of Lidl, and would have little power over their business operations.Physical (Environment, furnishings, colour, layout, noise level, facilitating goods and tangible clues)The majority of Lidl stores are laid out in a very linear and traditional manner. This is to aid consumers in finding their goods as soon as possible and having unclouded access to purchase and leave (Lidl, 2015).Lidl will often exhibit their brand colours, yellow and blue, throughout their stores or surrounding areas. This will help consumers know there is a Lidl nearby.Porters Generic StrategiesPorter outlines four generic wine strategies differentiation, cost leadership, differentiation focus and cost focus (Porter, 1980).From utilising the information gathered from the 7 Ps analysis, it becomes pronto apparent as to what strateg y Lidl are currently pursuing. Lidl have a reliant focus on selling quality products at the cheapest cost possible. This would suggest that they are utilising a cost leadership strategy, and are implemented it with incredible effectiveness (Morschett, et al., 2006). However, in order to maintain their current rate of growth and expansion, Lidl may have to diversify from their current strategies in order to stay competitive and innovative within the UK grocery market.SWOT AnalysisBased on the 7 Ps analysis, a SWOT analysis can be conducted in regards to Lidl. The SWOT analysis will help an organisation measure and understand the internal strengths and weaknesses, and the external opportunities and threats facing the firm. Being able to identify these elements will help an organisation to formulate and get down strategies which may build on the strengths, negate the weaknesses, exploit the opportunities or counter the threats (Dyson, 2004).Strengths (Simon, et al., 2010 Kumar Steenk amp, 2007)Strong business building allows them to sell their products at an incredibly cheap price.Wide range of private labels gives them exclusivity and security.Has a huge amount of stores across the whole of the UK and Europe giving Lidl great exposure.Online presence that showcases the products they have and any deals they may be running.Weaknesses (FT, 2015 Siro, et al., 2008)Does not quite have the market share of the other big supermarkets in the UK, such as Tesco or Asda.Has not been able to spread their operations outside of Europe very successfully.As their products are so cheap consumers can often think that the quality is not good enough.Opportunities (Felsted, 2014)Potential to expand in the UK and acquire a higher share of the UK grocery market.Successfully expanding abroad can leave more funds to invest in the UK.Expand their website to actually accept orders and sell products.Threats (Poulter, 2014)If Lidl were to engage with a price war with other major grocery r etailers then they could force competitors prices down.International expansion of other global brands would cause more competition.Aldi surpassing their market share and becoming the dominant discount grocery retailer.RecommendationsTogether with the SWOT analysis, a TOWS matrix can be utilised in order to develop strategies and recommendations for Lidl to acquire a great market share of the UK grocery industry (Weihrich, 1982).Based on the TOWS matrix, and the analysis of Lidls current market strategies, three recommendations can be laid that would help Lidl acquire a greater share of the UK grocery market. The three recommendations areExtend the usability of their website to accept click collect orders or even delivery. This would expand their presence in the UK market.Develop and implement quality branded products in order to home run a new demographic and compete with the major supermarket retailers on a more even environment. compel firm barriers of entry to deter other org anisations from entering the UK grocery market and potentially encroaching on Lidls market share.In order to stay competitive in the UK grocery industry, and continue to build upon their UK market share, Lidl should utilise the aforementioned strategies. Furthermore, this could result in them following a combination of generic strategies, as the introducing of upper-class brands, in combination with their current business structure, would suggest a differentiation strategy is in place. However, if Lidl operate the adoption of other strategies, they must ensure that their current consumer base is not alienated, or they could end up losing market share. Furthermore, Lidl should continue to open more stores in the UK in order to expand their presence and accessibility, which will allow their operations to have similar exposure to the other major supermarket retailers.BibliographyBooms, B. H. Bitner, M. J., 1981. Marketing strategies and organization structures for service firms. In M arketing of Services. Chicago American Marketing Association, pp. 47-51.Bosshart, D., 2006. Cheap? The Real Cost of Living in a Low Price, Low Wage World. London Kogan Page Limited.Brown, G., 2015. Giant Lidl distribution hub to create viosterol West Midlands jobs. Online Available athttp//www.birminghampost.co.uk/business/business-news/giant-lidl-distribution-hub-create-8883111Butler, S., 2014. http//www.theguardian.com/business/2014/jun/27/lidl-launches-store-expansion-programme. Online Available athttp//www.theguardian.com/business/2014/jun/27/lidl-launches-store-expansion-programmeCIM, 2009. Marketing and the 7Ps, s.l. Chartered Institute of Marketing.Dolgui, A. Proth, J. M., 2010. Pricing strategies and models. Annual Reviews in Control, 34(1), pp. 101-110.Dyson, R. G., 2004. Strategic development and SWOT analysis at the University of Warwick. European diary of Operational Research, Volume 152, pp. 631-640.Felsted, A., 2014. Lidl expansion to crank up pressure on big stores . Online Available athttp//www.ft.com/cms/s/0/2465c426-fd53-11e3-bc93-00144feab7de.htmlaxzz3giD80B9cFT, 2015. Half of UK shoppers visited Lidl, Aldi over Xmas. Online Available athttp//www.ft.com/fastft/260632/half-of-uk-shoppers-visited-lidl-aldi-over-xmasKotler, P., Armstrong, G. Saunders, J., 2008. Principles of Marketing. fifth ed. s.l.Prentice Hall.Kumar, N. Steenkamp, J. B. E. M., 2007. Private Label Strategy How to Meet the Store Brand Challenge. Cambridge Harvard Business Press.Lidl, 2015. Customer orientated expansion. Online Available athttp//property.lidl.co.uk/cps/rde/xchg/lidl_uk/hs.xsl/5187.htmLidl, 2015. http//www.lidl.co.uk/en/659.htm. Online Available athttp//www.lidl.co.uk/en/659.htmLusch, R. F., Vargo, S. L. OBrien, M., 2007. Competing through service Insights from service-dominant logic. Journal of sell, 83(1), pp. 5-18.Morschett, D., Swoboda, B. Schramm-Klein, H., 2006. Porter outlines four generic strategies differentiation, cost leadership, differentiati on focus and cost focus (Porter, 1980).. Journal of selling and Consumer Services, 13(4), pp. 275-287.Porter, M. E., 1980. Competitive Strategy. s.l.Free Press.Poulter, S., 2014. Aldi and Lidl to force big four supermarkets into price war to stop stampede of customers to discount chains. Online Available athttp//www.dailymail.co.uk/news/article-2539064/Aldi-Lidl-force-big-four-supermarkets-price-war-stop-stampede-customers-discount-chains.htmlRuddick, G., 2015. Supermarkets could increase prices to pay for living wage. Online Available athttp//www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11736662/Supermarkets-could-increase-prices-to-pay-for-living-wage.htmlSimon, H., Gathen, A. V. D. Daus, P. W., 2010. Retail Pricing Higher Profits Through Improved Pricing Processes. In Retailing in the twenty-first Century. Berlin Springer Berlin Heidelberg, pp. 319-336.Siro, I., Kapolna, E., Kapolna, B. Lugasi, A., 2008. Functional food. Product development, marketing and consum er acceptanceA review. Appetite, 51(3), pp. 456-467.Weihrich, H., 1982. The TOWS Matrix A Tool for Situational Analysis, San Francisco keen-sighted Range Planning .

The Introduction To Medical Tourism Tourism Essay

The existence To aesculapian touristry Tourism EssayA patient liberation to a divergent country for either urgent or elective health check checkup checkup procedures is called checkup touristry. medical exam touristry is a term that has move up from the rapid maturement of an industry, where people from all nigh the world be be activeing to se comp beate countries to obtain medical, dental, and surgical cargon, while at the very(prenominal)(prenominal)(prenominal) time touring, spending, and fully experiencing the attractions of the countries that they be visiting. medical exam tourism is next lucky sector in India as information technology. Patients going to a different country for either urgent or elective medical procedures argon fast becoming a worldwide, multibillion-dollar industry. The reasons patients break for sermon vary. Many medical tourists from the United bring ups ar beh gagaking sermon at a fuck or some measure scour a 10th of the embody at home. From Canada, it is often people who atomic number 18 frustrated by long waiting times. From Great Britain, the patient cant wait for treatment by the case Health Service b arly in any case cant afford to see a physician in mystic practice. For others, becoming a medical tourist is a chance to combine a tropical vacation with elective or plastic operating theatre. And more patients are coming from poorer countries much(prenominal) as Bangladesh where treatment may non be available. Medical tourism is actually thousands of classs old. In antiquated Greece, pilgrims and patients came from all over the Mediterranean to the sanctuary of the mend god, Asklepios, at Epidaurus. In Roman Britain, patients took the waters at a shrine at Bath, a practice that continued for 2,000 years. From the eighteenth century wealthy Europeans travelled to spas from Ger galore(postnominal) to the Nile. In the 21st century, relatively low-priced jet travel has taken the indust ry beyond the wealthy and desperate. Countries that actively promote medical tourism include Cuba, Costa Rica, Hungary, India, Israel, Jordan, Lithuania, Malaysia and Thailand. Belgium, Poland and Singapore are outright entering the flying field. S unwraph Africa specializes in medical safaris-visit the country for a safari, with a stopover for plastic surgery, a nose job and a chance to see lions and elephants. Health tourism is some other name or synonym for medical tourism. However it is sometimes used in the context of use of well upness, where people are feel to make healthy lifestyle choices such as eating unwrap, practicing yoga or undergoing spa treatments. Medical Travel is some other name or synonym for medical tourism.Medical Wellness and SpasMedical Spas and Wellness is sometimes called Health Tourism. Medical Wellness and Medical Spas hold force an accepted industry within health care. Peoples wellness in worldwide has been seen as a way to heal the body natu rally. Many hospitals some the world pee-pee started to integrate medical wellness. Sometimes these medical wellness and spa treatments are called complementary or alternative treatments. The mayo clinic recommends for indisputable people the following forms of medical wellness for cancer patients, Acupuncture, Aromatherapy, Biofeed tush, Exercise, Hypnosis, Massage Therapy, medicinal drug Therapy, Relaxation, Tai Chi, and Yoga.Medical PackagesThe health care sector in India has witnessed an coarse growth in infrastructure in the private and voluntary sector. The private sector which was very modest in the early stages has now snuff it a flourishing industry equipped with the near modern recite-of-the-art technology at its disposal. It is estimated that 75-80% of health care run and investments in India are now provided by the private sector. An added plus had been that India has wizard of the capaciousst pharmaceutical industries in the world. It is self sufficient in drug production and exports drugs to more than one hundred eighty countries.Bone Marrow TransplantBrain performanceCancer Procedures (Oncology)cardiac dealCosmetic SurgeryDialysis and Kidney TransplantDrug Rehabilitationgynecology ObstetricsHealth CheckupsInternal/Digestive ProceduresJoint Re em repointmentment SurgeryNuclear MedicineNeurosurgery Trauma SurgeryPreventive Health CareRefractive SurgeryOsteoporosisSpine RelatedUrologyVascular surgery1.2 Medical Tourism in KarnatakaSituated in the s unwraphern case of India, the e enounce of Karnataka spreads over the Deccan Plateau. At 300 BC., it had formed the southern bakshish of the Mauryan pudding stone. Its boundaries enlarged or receded swaying to the drum beats of recital today it accounts for a sixteenth area of India has a population of about 45 million. Its phraseology is Kannada its people are know as kannadigas. The three distinct regions are a narrow coastal area along Arabian ocean high hills, the Western Gh ats sprawling plains towards the east. Karnataka popularly cognize for Carnatic Music by out the World has given much more to the World than Carnatic Music, a unique form of Classical Music patronized by many crossways the continents. Karnataka with all its richness in culture and traditional impressiveness is as well one of the winged growing states in terms of industries and facilities. Karnataka is excessively known as the Capital of Agarbathi (Incense Sticks), Arecanut, Silk, Coffee and Sandal Wood. All this is apart from the occurrence that it has been the culture center for hundreds of years and its testimony stands spread across the state pulling millions of tourists from all parts of the world to Karnataka. Karnataka was known as Karunadu ( tremendous land) in ancient times. It is in any case believed that the name Karnataka has come from Kari-nadu meaning the land of dark soil say the scholars some others hold that Karunadu as well as means better-looking cou ntry either way the land is celebrated as picturesque throughout its ancient literature. The western strip across the Arabian ocean is humid warm in summer, water-soaked in monsoon, profuse with coconut grooves rice paddy fields criss-crossed by strips of silvery streams s third estateling stretches of sand. The hilly uplands of Malanad, One of the wettest regions of the world, where the bamboo flourishes brutal areca, teak, rosewood matti are grown. It is overly the home of the stately gaur langur. In its southern r distrisolelyivelyes frequent kheddas are held to capture roaming groups of elephants. Also the swift cervid the deadly tiger, roam animatedly in the forests. The east of the ghats is strikingly bare. This elevated stretch is supposed to be the oldest land on the earth where ancient rocks of earth are seen jutting in out odd shapes. Rivers the exchangeables of Cauvrey, Sharavathi Ghataprabha pass through upgraded valleys resulting in water-falls occasional rapids.1.2.1 The Capital par purityThe capital par excellence Bangalore today has reach an Industrial Metropolis. It is also called Indias science city. Sophisticated industries in the public sector employ thousands and thousands of surviveers. It is also called the Electronics city because most of the countrys basic electronic industries are based here. It is the fastest growing city in Asia. Aircraft build, telecommunication, aeronautics, machine manufacture, etc., brace taken gargantuan strides here. Bangalore was known for its salubrious climate, which however is now being debated because of the accelerated onward motion of modern industry. It is also called an air-conditioned city and a pensioners paradise. Karnataka is beautiful not only in the eyes of her sons and daughters. She captivates any one who sets eyes on her. It was the great Mauryan Emperor Chandragupta who traversed all the way from Magadha to distant Sravanabelagola to lay his cadaver in this land before entering the Kingdom of God. The course of Karnatakas history and culture takes us back to pre-historic times. The earliest find of the Stone board goal in India was a hand axe at Lingasugur in Raichur district. The Ashokas rock edicts found in the state indicates that study parts of Union Karnataka were under the Mauryas. Chandragupta Maurya, the great Indian emperor abdicated the throne and embraced Jainism at Sravanabelagola. Adding impertinent dimensions to the cultural and spiritual ethos of the land, many great dynasties left their imprint upon the aesthetical using of Karnatakas art forms. Prominent among them were the Chalukyas, the Hoysalas and the mighty Vijayanagara Empire. The Chalukyans built some of the very early Hindi temples in India. Aihole shimmered up as an data-based base for the dynamic creations of architects. The Hoysalas who ruled from the 11th to the 13th century deceive their way into the pages of glory by building more than 150 temples each one is a masterpiece in its own way. The amazing sleight and fluidity of expressions at Somnathpur, Halebid and Belur readable themselves to the wide-eyed wonder in ones eyes. Vijayanagara, the great of all medieval Hindu empires and one of the greatest the world over, fostered the splitment of intellectual pursuits and fine arts. The eye of the pupil has never seen a place like it and the ear of intelligence has never been informed that in that respect existed anything to bear upon it in the world is what Abdur Razaaq the Persian ambassador had to say about Krishnadevarayas time.The Vijayanagara Empire with its capital at Hampi fell a victim to the marauding troops of the Deccan Sultan in 1565 A.D. As a consequence of this, Bijapur became the most big city of the region. This city is a land of monuments and perhaps no other city except Delhi has as many monuments as Bijapur. The Bahmani Shahis and the Adilshahis of Bijapur deem vie a notable part in the history of Karnataka by their component part to the field of art and architecture and also by their propagation of Islam in the state. Hyder Ali and his valiant son Tipu Sultan are notable figures in the history of the land. They expanded the Mysore kingdom on an unprecedented scale and by their resistance against the British, became personages of world fame. Tipu was a great scholar and rooter of literature. His artistic pursuits were also many and he made rich gifts to the Hindu temples. Tipu Sultan Tiger of Karnataka was killed in 1799 A.D., and the Mysore throne was handed over to the Wodeyars. The whole of Karnataka came under the control of the British in the beginning of the nineteenth century. The new state was named as new Mysore and the Maharaja of Mysore was appointed regulator by Independent India. This unified state was renamed as Karnataka on November 1, 1973.1.2.2 Karnataka on orbiculate medical mapKarnataka and especially Bangalore is now an ac associationd globose medical destinatio n. This is because of referral quality health services supported by adapted and experienced medical professionals, reputed medical research institutions, well connected for travel, conducive climate and cost of treatment being just one ten percent that of global hospitals. Between devil hundred5 end and 2006 August, the state has also witnessed a keep of 445 crore from jumper lead corporate hospitals as a part of the brownfield and green field projects. These include a Rs. 200 crore from the Manipal Health Systems, Rs. 140 crore from Wockhardt pigeonholing of hospitals, Rs. deoxycytidine monophosphate crore from One World Hospital and Healing stub promoted by Maureen Berlin and Rs. 5 crore by HealthCare Global Enterprises Limited (HCG), a leader in oncology care in the private sector in India. Bangalore has been acknowledged as the city with the highest number of multi speciality medical nitty-grittys which maintain successfully enured a large number of trans case pati ents. These hospitals have proven the clinical competence and clinical delivery systems, In the last 18 months, there has been a major growth in the health care sector in the state. From new hospitals to expansions and partnerships, the healthcare sector is on an upward swing both(prenominal)(prenominal) at the government and private levels, stated the health minister.Under the state governments medical tourism project, six ISO 9000 certified district hospitals strategically dictated at tourist spots in Mandya, Hubli, Chitradurga, Kolar, Belgaum and the Vani Vilas Hospital in Bangalore are now ready to administer treatment during tourist emergencies. One of the principal(prenominal) reasons why patients from the west come here is the long waiting period for a surgery in their country. Hence healthcare in Karnataka is on an expansion mode, stated Vishal Bali, vice president, Wockhardt and president, Confederation of Indian Industry (Healthcare). The state attracts foreign touris ts in large numbers right through the year and many of the medical facilities can provide treatment on par with outside(a) ensamples. The team of qualified doctors, paramedics and extremely low treatment be open up a huge handicraft potential arising out of the difference in the cost of treatment. The ISO processes has helped in putting in place standardized protocols for functioning in all the departments of the hospitals in terms of processes and work instructions which are drawn from handling patients from reception to discharge. This has allowed the state to plead medical tourism services, stated Bali. Foreign tourists can cash in on the treatment cost factor which is one tenth lesser than in other countries stated Premachand Sagar, vice chairman and CEO, Sagar Hospital.Bangalore is also known for its leading medical facilities in all dis ataraxis segments which include cardiac, nephrology, oncology, psychogenic health, neuro care, orthopedics, ophthalmology, general medic ine. Hospitals here draw patients from Bangladesh, Pakistan, Sri Lanka, the Middle eastern and several African countries. Patients come here even from the UK and the US, informed Dr. Nagendra Swamy, Manipal Hospital. The hospitals identified for the medical tourism project are A.J Hospital and Research Centre, Bhagwan Mahaveer Jain Hospital, Hosmat Hospital , Mallige Medical Centre, Mallya Hospital, Manipal, Sagar Apollo, St.. Johns Medical College Hospital, Bangalore Institute of Oncology, Bangalore Kidney Foundation, National Institute of Mental Health and Neuro Sciences, Rajan expression and Healing Centre and Shekar Nethrayalaya. Besides, the International Holistic Health Centre (IIHC), headed by Dr. Issac Mathai. IIHC where its health and medical centre referred to as Soukya a recognised grievous bodily harm world class therapeutic easiness which adopts the construct of holistic healing combining all systems of medicine and therapies is also a recognised centre by the Unio n government. Soukya-India is a full-fledged health and medical facility at Whitefield near Bangalore which is thronged by patients from 42 countries. More hospitals, better services and corporate management have all created more jobs in the healthcare sector in Karnataka not just for doctors, nurses and technicians, nevertheless managers, administrators and IT-enabled services as well, stated government sources. For 2006-07, MHS leave behind invest around Rs. 200 crore for setting up new hospitals and acquisitions. In Bangalore, a 300-bed facility pass on come up in 2009 neat the new international aerodrome at Devanahalli in Yelahanka. This will be a one-of-a-kind Quardinary Care Centre focussing on multiple organ transplant among other specialities. We desire to deploy a combination of concepts in healthcare management like mergers, acquisitions and new investments which is an approach to survive in a high-risk business besides chalk strategies to keep ahead. In terms of bed s trength, MHS is the highest in the country with a capacity of 5,000, informed R Basil CEO, Manipal Hospital.Wockhardt Hospitals Group has commissioned its state-of-the-art second hospital in Bangalore which is on the Bannerghatta Road. The multi specialism 400-bed facility with cardiac care, brain spine, bone joint and womens health is pass judgment to touch Rs. 140 crore investment once it is completed. The facility will have the highest intensive care unit of 75 beds. For paediatric cardiology it will become the National Referral Centre with a neonatal ICU of 15-bed. Between the dickens hospitals in Bangalore, the Group will have 520-bed stretch forthing. It will have the up-to-the-minute equipment from medical technology majors like Medtronic, GE Healthcare, Philips and Siemens and with the scoop out medical professionals. A 200 bed One World Hospital and Healing Centre promoted by Maureen Berlin at an investment of over Rs. ascorbic acid crore on a 10 acre area within t he exposit of the leading 1,200 bed missionary medical centre, St. Johns National Academy of Sciences campus. Is expected to be commissioned in late 2007. This is a multi super specialty hospital with eight operation theatres, 44 intensive care unit beds. The treatment and therapy is based on the blended medicine concept proven and seek by Dr. Earl Bakken co-founded Medtronic, Inc. and inventor of the first transistorized cardiac pacemaker and founder, the north Hawaiian Hospital in the Big Islands, Hawaii. Hence the hospital will integrate modern medical practices along with yoga, Pranic healing and Reiki besides aqua-therapy proved by the western healthcare specialists HealthCare Global Enterprises Limited (HCG), a leader in oncology care in the private sector in India, has raised Rs. 5 crore in equity from IDFC Private Equity pedigree II, a fund managed by IDFC Private Equity. The funds are to develop a nationwide ne cardinalrk dedicated to oncology. Under the first strain o f the project which entails an investment of Rs. 1.5 crore , 13 new cancer treatment centres at various locations and expansions to Bangalore Institute of Oncology will be made. Besides, PET-CT centre and GMP radiopharmaceutical unit and substitution reference laboratory and clinical trials management centre will be set-up, stated Dr. Ajai Kumar, Chairman and Promoter of HCG Enterprises.1.2.3 Dual Purpose TourismAccording to an official from the Karnataka Tourism Department, healthcare in Bangalore came into the limelight when Noor Fatima from Pakistan came to Narayana Hrudayalaya in July 2003, and was operated on by Dr Devi Shetty. After that, there was no looking back for the city. Her surgery was a landmark because not only did it help in thawing the hostility between the two neighbouring countries, but also drastically reversed the table in the medical scenario of the city for the better. Hospitals and corporate establishments in the city have realised the potential of this nic he market and have accordingly channelised their needs and facilities. Travel agents and hotels are structuring their packages and holiday schemes in concord with the inflow of foreign patients coming into the city. Corporate bigwigs like Apollo have collaborated with travel agents to come up with SitaCare in a bid to attract more tourists to the city. Its not just the Indians and the NRIs from the neighbouring countries who are streaming into India for medical treatment. Apart from NRIs, foreign patients mainly come in from the Gulf, Europe (mainly UK) surprisingly from South East Asia and the US. They come to Bangalore with a dual strategy in mind to get down their medical treatment at one-third the cost and to explore Bangalore. A spokesperson from Thomas Cook India informs, International patients mainly go to Coorg, Mysore, Hampi, Ketur, Belgaum and Bagalkot. In the long run, they add to the foreign exchange of the country. The idea is to kill two birds with one stone.1.2.4 B angalore as a destinationFrom being a global outsourcing centre, Bangalore has now become a health giver to the world. Medical tourism as a phenomenon is only eight to ten years old in the city. Compared to metros like Mumbai and Chennai, Bangalore was a late starter in the race. However, considering the entrepreneurial spirit of the city, it has caught up. Today, the city aims to become the numero uno in attracting foreign patients from all across the world. So the question is, why Bangalore? How has it managed to emerge as the hot induce for healthcare both for domestic and for offshore patients? Experts point out myriad reasons. Dr Kishore Murthy, CEO, Hosmat Hospital explains, Bangalore is a well-known brand in the world. It is a knowledge city, has the top hospitals and also offers pleasant weather for patients coming here for treatment. Vishal Bali, CEO, Wockhardt Hospitals echoes, Bangalore has a tremendous impact in the world. Today, people abroad associate India with Bang alore. in that respect is a dish of new health infrastructure. Courtesy the IT industry it is known as the knowledge hub and the hospitals here are internationally acclaimed. According to a spokesperson from Manipal Hospital, The weather of Bangalore is perhaps the biggest factor for foreign patients coming into the city. It suits intimately all patients. Patients say that unlike other cities, they are extremely convenient with the weather here. Vittal Murthy, Secretary, Kannada Culture Information and Tourism throws light on another aspect. Bangalore has always been the hub for healthcare since the British era. Now, it has become the centre of attraction in the main because of the large number of top hospitals in the city and the innumerable medical institutes and colleges. Hence, the number of medical experts and professionals are also increasing by the day. another(prenominal) source from Karnataka establishment Tourism points out, Most of the hospitals in Bangalore have ca pitalised on the growth of the floating population and the growth of the income bracket. Additionally, holistic health centres in the city also offer alternate systems of therapy like yoga, Art of lifespan courses and Ayurvedic therapies. Moreover, most experts from the industry acknowledge the fact that the cost of surgeries like cardiac surgeries, cancer treatment or an orthopaedic surgery is one-third the cost charged in developed countries like the US or the UK. in that location is also a close nexus between technology and the healthcare sector in Bangalore. There have been cases in our hospital where a patient had not been diagnosed of a particular disease abroad but when they came here their disease was detected, adds the same spokesperson from Manipal. Online appointments with doctors and specialists have made treatment easier and the waiting period for patients has considerably reduced. This in turn has led to an inflow of foreign patients into the city, informs HOSMATs Dr Murthy. The concept of telemedicine is being used on a large scale by hospitals such as Manipal and Narayana Hrudayalaya. Resumes of doctors are displayed online so that international patients can choose their doctors.1.2.5 International CollaborationInternationally-acclaimed doctors and specialists choose to venture out in this city-this is yet another feather in the cap for the city, which public treasury date was only associated with IT. This is not all. Hospitals are having tie ups with internationally acclaimed medical brands. Bali adds, Perhaps the plus point for Wockhardt is its association with Harvard Medical International (HMI), which has a reputation across the world for the quality services rendered to its patients. This in turn has led to more foreign patients coming into our hospital. International patients are very discerning. Before venturing out for treatment to another country, they see to it that they are well informed and not kept in the dark. At the end of the day, patients are always on the look out for quality services, and that is exactly what hospitals in Bangalore are aiming to achieve-to strike the perfect equilibrium between quality and quantity.1.2.6 varied Strokes for Different FolksDifferent hospitals adopt different strategies to attract abroad patients. Sagar Apollo Hospital, for instance, has systematically planned its strategies. We have standardized almost all protocols in terms of smoother licensing with international system of integrated health-oriented value additions, holistic health solutions as well as conceptual health-oriented options. For instance, we have started with a system of cashless payment with providers and running(a) on a new concept healthcare focusing not only on the highest international standard healthcare but also on integrated health and cordial reception snergy where the services are not just promoted as a package. It is kind of positioned as an effort to highlight Bangalore as just not a med ical hub but as a place which in technology travellers in taking their healthcare beyond boundaries at their personal standards. Hospitals in Bangalore are now providing the services usually provided by a five-star hotel. trying on in hotels, which is usually a herculean task for foreign patients, is provided both for the relatives as well as the patients. HOSMAT Hospital even has a building within its campus to accommodate relatives of patients. Airport drops and pick-ups for patients and relatives are all rendered by the hospitality division of the hospital. Most of the hospitals have come up with a travel desk to cater to foreign patients and their relatives. Manipal Hospital, for instance, has an International Patient Care Centre. Additionally, a lot of emphasis is laid on the infrastructure of their hospital. Manipal, for example, has specially designed delux rooms, with stylish dcor and offers myriad facilities like pantry service and a receiving set Internet connection. HO SMAT Hospital is coming up with two floors in its premises dedicated to international patients. These two floors alone have around 80-100 beds. This is suggestive of the growing realisation about promoting medical tourism in the city.1.2.7 brass Does Its BitApparently the Karnataka Government is taking a slew of initiatives in promoting medical tourism in the state. An expert says, Not just the Karnataka Government, but State Governments all across the country are realising the potential and the benefits that can come about through medical tourism. Most experts from the industry have acknowledged the fact that the State Government is supportive and enthusiastic in promoting medical tourism in the city in particular and the State as a whole Commissioner, Department of Tourism, Karnataka, states, We have regular yearly meets wherein we talk with the medical industry on a one-to-one basis. We do have plans to form a council of the medical community, but it is in a nascent stage as of now. The Karnataka government right now is working in a meticulous manner. They first conduct research to find out key players in the field, which include not just the top hospitals but travel agents and consulates in the city. Their performance over the year is reviewed and simultaneously suggestions are taken. Consulates and travel agents have their networks abroad. So, it is easier for us to have international conferences and contacts, adds Tourism commissioner. Vittal Murthy also gives an interesting bit of information. After the advent of the IT industry in Bangalore, the IT park was opened up. On similar lines, with the advent of the healthcare industry here, we are contemplating opening up a health park. However, the endeavour is still in its ideation stage and will take some time before it takes shape. The Government also holds health tourism expos. A recent one was held at Bahrain. Such meets are a platform for the Government to meet international experts from the medical fraternity and brief them about the competence of Indian healthcare industry. Its not just the State Government which is putting in a lot of interest. The Central Government, realising the potential of this sector, has come up with a national agenda and is holding tourism trade fairs at regular intervals around the year. This has given new impetus to medical tourism. Naik diplomatically adds, We are open to anything that will promote medical tourism. Ultimately, it is the doctors and experts from the medical fraternity who are trusty for the yowl of medical tourism in the city. This remark is indeed a testimony to the positive nexus of private healthcare with the government.1.2.8 Travel Reaps the FruitsIt is not just the hospitals which are grabbing the limelight. Travel agents and hotels are cashing in on the web site and are coming up with schemes and packages to attract foreign patients to the city. They are little by little realising that immense benefits can be reaped. The Leela Palaces and Resorts, Bangalore, which purely caters to the corporate class, have now decided to spread its wings according to the change in times and trends. The five-star hotel group has decided to tie up with Manipal Hospital. Nitienaa Arif, Head- PR and Communications, Leela Palaces, Bangalore mentions, We are a business hotel, but understanding the need for medical tourism in the city, we have tied up with Manipal. Everything is in the processing stage. This is not all. The five-star hotel has also joined hands with Globe Health Tours. Air Travel Enterprises ( take) also offers a whole lot of packages to foreign patients. EM Najeeb, Chairman and Managing Director, ATE, points out, We offer packages for cardiac surgery, plastic surgery, dental surgery, Ayurveda and orthopaedic surgeries. In addition to this, ATE has a meticulous plan chalked out. We first identify patients who want medical treatment in this part of the country. We then recommend them to hospitals. Their ar rival, departure and adaption are all handled by us. An important point to remember is that the routine of travel agents and hotels is only in its elementary stage. Purnima Castelino-Dabreo, Public Relations Executive, Taj Hotels Resorts and Palaces, Bangalore, states, Medical tourism is in a nascent stage, but we are looking at cultivating it as a potential segment. The opening of the international drome in the city has attracted the attention of not just the tourists but even players in the hotel industry. Altogether, there are 39 projects coming up in the city. This, in the long run can eradicate problems of accommodation in the city. It will take some time before these agents become one of the major forces in promoting healthcare in Bangalore. Vigilance and patience are the keywords-perhaps the means to achieve that end.1.2.9 Hurdles to OvercomeThe grass always looks greener on the other side of the fence. But the fact remains that for any approaching trend, the journey is no t smooth sailing. There are always two sides to any story. As of now, the major obstacle that might hamper the growth of this promising trend is the unsystematic infrastructure of the city. Due to increase in the floating population, the roads are congested and traffic snarls have become the order of the day. Hene, commuting in the city has become a major problem. Paucity of hotel accommodation within the city for patients and relatives also poses an obstacle for international patients coming to the city. Despite an increase in service flats and a boom in the real estate business, there is no change in the problem. International flights have commenced in Bangalore, but there is connectivity only to a few countries. Bali points out, The first impression is lasting in the mind of a person visiting Bangalore for the first time. International patients in particular get dismayed at the appalling conditions of Bangalores infrastructure in contrast to the riotous dcor of the hospitals. Da niel gives another interesting aspect, In case of medical evacuationswhere patients have to be airlifted, at least eight seats have to be reserved. Most of the time, this is not possible. Moreover, a lot of money is required to enjoy the doctor, the attendants the patients and their relatives.1.2.10 Possible SolutionsGovernment officials have chalked out a solution to this problem. In another one to one and a half years, the international airport in Bangalore will have connectivity with almost all the major countries across the globe, predicts Murthy. He further adds, We are also coming up with a Metro Rail Project and five townships in the city to ease congestion. There are plans to launch air ambulances and helipads to facilitate easy go of patients from other countries. And as far as the problem of accommodation is concerned, most hospitals are coming up with accommodation within their premises for patients as well as t

Americanism In Back To The Future Film Studies Essay

the Statesnism In tail end To The afterlife Film Studies EssayIf you put your mind to it you can extend to anything Constructions of the States across the space-time continuum. Robert Zemeckis Back to the Future is a motion return classic. The time traveling Delorean and the Marty McFly character are imprinted upon the minds of audiences all over the world. The the Statesn government recognized the icons significance to American nicety by inducting it into the register of the National Film Registry in 2007. This induction collide withicially do the movie a paganly, historically or aesthetically significant body of work to be preserved for all time, thus labeling it as an important non-traditional cultural text in the context of American society.In his article Reconfiguring donnish Disciplines Paul Lautner presents the analysis of these kinds of non-traditional cultural texts as cosmos a full of life part of the American Studies discipline. He reasons they help construc t the frameworks, fashion the metaphors, force the very language by which people comprehend their experiences and think around their world. Using Lautners approach, this essay will examine the significance of the first Back to the Future movie for key aspects of American nicety and society. Topics that will be discussed are American exceptionalism, American identity, American novels, American political ornateness of the eighties and touristy culture.The movie starts off in the class 1985 and focuses on s razeteen year old Marty McFly (Michael J. Fox), who is part of a lower- shopping mall-class family maintenance in suburbia. His father, called George McFly, is afraid to stand up for himself and his mother, called Lorraine McFly, is an alcoholic. Martys friend Doc cook (Christopher Lloyd) has created a time machine which takes Marty across the space-time continuum back to the year 1955, the year that his parents fell in make do. At the movies first turning point, he endang ers his time to come existence by accidently preventing his parents meeting. Thus, Marty spends the rest of the movie solving this. He helps his future father stand up for himself and makes his parents spillage in love at the risque school dance part playing escape from and roll music. In the end, Martys actions adjustmentd the future, because when he returns to 1985 he sees that his family has transformed into yuppies who live in upper-middle-class suburbia. This is the exact opposite of the family life Marty left at the origination of the movie.Having explained the movies plot, one can take a more in-depth look at the movies cultural significance. First of all, American exceptionalism, a lot defined as be the way in which America differs from other nations. The movie appearings idealized versions of the regular American way of life in the 1950s and eighties. These time periods show how Americaness is overly deeply rooted indoors American history itself as it provides a distinct American identity. The 1950s are pictured as existence peaceful, conservative and family oriented. Traditional values maintained the importance of fraternity and family life. In 1955, Marty is warmly welcomed by Lorraines family who lives in quaint suburbia. Lorraines mother is a happy housewife, who cooks dinner and takes care of the children, while her father supports the family. As for the town, it looks gaudy and fresh during Martys exploration accompanied by the upbeat song Mr. Sandman. In contrast, the 1980s at the beginning of the movie look miserable. Martys family flaws and failures are verbalized and there is no happy family life. The town square is filled with litter, approximately to a point where it becomes cartoonish. Martys house stands in a run slew neighborhood and its interior looks old and smudgy. However, at the end of the movie, Martys home and family get down transformed into the 1980s version of idealized America. His home looks newly stool a nd his family is all smiling faces wearing slick looking clothes and having a BMW standing in the driveway. These developments promote a celebration of Americanness, it is part of the 1980s version of the American Dream. The filmmakers commentary state that European reviews were very deprecative of this outcome. An internet search was unable to locate these reviews, and according to the filmmakers they did non agree with the fact that the movie equated happiness with material possessions. However, once once again according to the filmmakers, not one American critic commented on this. Therefore, embody how exceptional America is on a cross-cultural level.Moreover, the movie also promotes Americas exceptionalism by focusing on individualism, an important element of Americanness. Martys individual actions changed his future. connect to this is the notion that the movie sees the future as having untrammelled possibilities. It treats the future as the new frontier, hence comparin g it to Wild West. This frontier is the origin of the infrangible sense of freedom and individualism deemed essential in American life. passim the movie, Marty is constantly reminded of his individual freedom and liberty as wrangled by the often recurring line If you put your mind to it you can accomplish anything. Political rhetoric of the 1980s embraced this mindset. It is no secret that President Ronald Reagan love this movie, because of this message and the fact that he was the subject of a joke. Reagan even quoted the movie in his 1986 State of Union address As they said in the film Back to the Future,Where were going, we dont need roads. Once again promoting Americas access to unlimited possibilities and its exceptionalism in contrast to other nations.However, the movie also expresses the double-edged sign of American exceptionalism, an idea put forward by Seymour Martin Lipset in Exceptionalism A Double Edged Sword. Lipset explains that America is a country of contrasts. High ethical motive is promoted in society, yet Martys morality is constantly being challenged. It starts off high by not willing to seduce his mother, but it declines rapidly when he finds out that it is an essential part in the scheme of making his parents fall in love. This also suggest that Marty is more concerned with the ends kinda than with the means. He is willing to seduce his mother if it helps secure his future. This focus on the ends rather than on the means is typical for American identity according to Lipset. He states that Americans put a lot of stress on success which often leads to a decline of morality.Criticism on the movies showing of American exceptionalism is touch on on the argument that it mostly focuses on white heterosexual middle class America. The filmmakers included a short subplot on an African-American male, who starts off being a cleaner and ends up being the major of the town, but this storyline feels very forced. Thus, the movie mainly addresses the experience of one particular group in explaining America, at the expense of other groups. This kind of rebuke relates to Neil Campbell and Alasdair Kean perspectives on the subject matter. They explain that subordinate groups are not tout ensemble ignored, but they are given a certain position deep down the dominant group. Thus, Back to the Future gives the African-American male an identity within white society. An issue related to this idea is Martys redefinition of the racial history of brandish and roll music. Marty plays the song Johnny B Goode at the school dance. purify Berrys cousin hears this and calls Chuck Berry to tell him that they found their much postulate new sound. It is possible to overanalyze this segment as being part of a white supremacy narrative, but it is better to accept it as a joke made by the filmmakers. The plot is temporarily stopped to demonstrate Michael J. Foxs comedic guitar playing skills. Nevertheless, white hegemony remains the consens us in the movie and this consensus is incorporated into the habitual power structure with the help of ideologies and cultural myths. These ideologies and myths help construct an American identity.There are three prevalent American myths present in Back to the Future. They are incorporated into the overarching ideology of the American Dream. First, the myth of small town America. Small town life is pictured as being the perfect definition of American society. The localized life excludes queen-size Corporations and the Big Government which fulfills Americans desire to be free. The second myth deals with the suburban dream. This myth is embodied by the McFly family at the end of the movie. Their happiness sends across the message that every American should pursue such a life, because it is within everyones reach. The deuce-ace myth concerns the idea of the scientist who in his own garage invents something which can change the world. I.e. Doc Browns DeLorean. Thus, the ideal of livin g happily without needing any help from gargantuan corporations or the government is once again promoted. This also refers back to Americas tight sense of individualism. These three myths are used as discourse for the edifice of Martys America and they serve as ideologies. They convey and reinforce an image of both(prenominal) 1950s and 1980s America.In addition, the movie touches upon Americas fascination with the past and its cause to reconciliate between the past and present. The time traveling aspect addresses this attempt of reconciliation, while the 1950s outlook shows a nostalgia for the past. This nostalgia is much in line with Reagans 1980s political rhetoric. He had a 1950s conservative outlook, as he promoted traditional values and gender roles. However, 1950s Lorraine challenges these values and roles by drinking, smoke and being assertive. The filmmakers specifically state that they rebelled against Reaganite politics by addressing parts of the insubordination of 1980s teen movies. Consequently presenting a vision of American young challenging power and authority. Moreover, youth practices are used as a junction point for various discourses within the story. For example, the school dance being the crucial place where Martys parents fall in love. Overall, the movie prefers to connect to youngness and newness. twain notions which America prefers to associate itself with. Teen culture is put into the spotlight, thus demonstrating America as a place of renewal.Lastly, by being part of popular culture, Back to the Future helps American society understand itself better as M. Thomas Inge reasons in his introduction to American popular culture. The movie analyses American society by giving a sketch of American culture in the 1950s and 1980s. However, the 1950s and 1980s that the movie shows are specifically developed for the story. I.e. Back to the Future provides interpretations of those time periods. Thus, the 1950s images are constructions and fabrications in themselves. The portrayed 1950s cannot be considered to be more real for an audience who experienced the 1950s firsthand than for the 1980s teen target audience. hence the movie fits within a postmodern perspective, because it creates one cultural retentiveness narrative. This particular approach to filmmaking is probably what made the sequels so successful. The interpretations of the past, present and future make the movies fascinating.To conclude, Martys adventure enabled him to take a step back from his culture to understand his own 1980s reality, consequently learning to see events in their particular form and context. This essay attempted to follow in Martys footsteps. By critically analyzing Back to the Future audiences are able to reconstruct and negociate American identity and exceptionalism both from a 1980s and 1950s perspective, even though they are Hollywood fabricated. These perspectives can then be incorporated into a broad overview of American cult ure which helps form coifs to the question what is America?. This essay cannot provide definite answers to this question, but Marty McFly himself seems to have found his answer to it. He negotiates his identity and constructs his reality through a discourse pertain around the motto If you put your mind to it you can accomplish anything. This encompasses his America, it is a variable within the grand narrative of American identity construction.

The Glasgow Caledonian University

The Glasgow Caledonian UniversityINTRODUCTIONGlasgow Caledonian University is one of the largest universities in Scotland with nearly 17,000 students. This intromission was establish in 1993, as a result of the merger of Queens College Glasgow with the Glasgow polytechnic (GCU website).The refuge is situated right in the heart of Glasgow city centre. at that place exist increasingly, a lot of activities vent on within this university devising a growing case for the importance of managing the surroundingsal meets associated with its activities, products and services. Recognising this concern that university immovable to act responsibly by making serious commitments towards a sustainable place to work and study. The commitment paid off with the recent bronze demo awarded to the university by Eco campus after an off-site analyse. Despite this achievement, there is yet a general lack of knowingness about the process and there get down been no visible amendment in environme ntal accomplishment.Therefore, this hatch seeks to localise the universitys main activities with significant impact to the environment, explain the relationship between environmental Management System (EMS) and Eco campus, examine the role of eco campus in achieving the ISO14001 affirmation and finall(a)y suggest steps needed to be taken by the University to attain the next form-silver awards presented by Eco campus.ENVIRONMENTAL ASPECTS OF GLASGOW CALEDONIAN UNIVERSITY WITH SIGNIFICANT IMPACT.Universities are at present regarded as small cities due to their large size, population and the various thickening activities taking place in them (Abubakar et al, 2008). Glasgow Caledonian university being one of the universities in Scotland, has going in it a complex add of activities ( tones) which could have direct or indirect impact on the environment which provide result in environmental sustainability or could lead to the degradation of the environment. Such environmental med ical prognosiss includes light body of water and get-up-and-go use- including electricity and heat consumption (Noeke, 2000), consumption of materials (e.g. food, paper, equipment, etc.), procurement, propagation and disposal of all kinds of waste matter, construction (including refurbishment) and demolition activities, transport to and fro the university (Edith Cowan University, 2009), workshop and research laboratory use, lectures, research and sporting activities, community support services (Abubakar et al, 2008) and finally the readiness of student and staff accommodation.WHAT IS AN ENVIRONMENTAL MANAGEMENT SYSTEM (EMS)Environmental circumspection dust is a anxiety ashes used by an arrangement to develop and implement its own environmental policy and manage its environmental aspects (International samples organisation, 2005). It involves the development of environmental policy statement, carrying into action of that policy (through appropriate objectives/targets, neat responsibilities, organised structure, action plans and established procedures), creating awareness and training, performance monitoring and audit and lastly endless improvement on previous policy.Denning CycleThe Environmental concern system approach to the management of environmental impacts was based on the Plan-Do-Check-ACT (PDCA) cycle commonly known as the Denning cycle shown above. The Plan aspect involves, environmental baseline review, setting of objectives, duty assignment of responsibilities and the preparation of plans, programmes and procedures. The Do aspect involves implementation of these shopworns, procedures and action plans. The Check aspect involves environmental monitoring and auditing of the utilise procedures, action plans and objectives. Then the Act involves the review by management and the continuous improvement of the environmental policy.Though ISO14001 standard produced by the International archetype Organisation (ISO) in 1995 is generally acc epted as the global standard for certifying environmental management systems, there still exists early(a) standards much(prenominal) as Eco Management and Audit Scheme- which is an European standard established by European regulation 1836/93 as a voluntary initiative to improve companies performance (Institute of Environmental Management and Assessment, 2009) and the British standard-BSI 8555, which is a national environmental management system intended towards a staged approach to implementation. Several such(prenominal) national environmental management systems exist across the globeWHAT IS ECO CAMPUSEco campus is a national environmental management system development program and award scheme developed by the high(prenominal) education sector for the higher education to improve environmental performance using a phases and standard approach (Eco campus, 2009). The project is funded by the higher education funding council for England (HEFCE) and is a collaborative project betwee n Nottingham Trent University (NTU), Loreus Ltd, Environment Association for Universities and Colleges (EAUC) AND Environment Campaign- ENCAMS (EAUC, 2009). Eco campus achieves improve environmental performance through the issuance of four awards which are ordinarily done in phases. The awards include Bronze, Silver, Gold and platinum. With each being a product of a particular phase. The bronze award is the lowest of the awards plot the platinum award is the highest and is equivalent to the ISO14001 standards.Based on the released Eco campus audit criteria promulgated in 2008, the Bronze award is give to institutions that have shown senior management commitment to environmental management, carried out environmental baseline review of environmental aspects, developed a draft of environmental policy and are relate in creating awareness of the process. The Silver awards (being the 2nd phase award) is given to higher institutions that have identified the significant environmental a spects of the universitys operations, identified the legal and other fatalitys related to its environmental aspects, developed environmental objectives and targets and have produced a finalised environmental policy register. Further much, the achievement of the Eco campus Gold awards is tied to the completion of the side by side(p) processes, assigning roles and responsibilities towards meeting environmental objectives and targets, ensuring that the personnel knotted in the implementation of the environmental policy are competent and adequately trained, developing and implementing standard available control procedures, ensuring proper documentation and communication of processes involved and putting in place systems that exit identify emergencies and respond to them. Finally, the platinum award is given only to institutions who have shown adherence to monitoring and measurements of environmental aspects of the university, performing ingrained audits on universitys environment al performance and regularly review of environmental performance by management.THE BENEFITS AND LIMITATION OF IMPLEMENTING ECOCAMPUS IN GLASGOW CALEDONIAN UNIVERSITYThe eco campus being an environmental management system has a number of limitations to its operation. But the benefits of implementing the eco campus environmental management system far-off outweigh the limitations (Eco campus, 200). These benefits may include the followingEco campus will help the university to in effect improve its environmental performance in phases, thereof helping the institution to gradually establish a standard environmental management practice. This will in the commodious run, facilitate its certification to standard environmental practices such as ISO14001 (Caledonian Environmental centre, 2009) and will reduce the overall cumulative impact on financial as well as human resources associated in the initial establishment of such standards.Eco campus will improve cooperation and environmental awa reness among staff, student and other relevant stakeholders (Melnyk et al, 2003). This will as reported by Abubakar et al (2008) bring a change in the way the university exploits its resources and develops its technology. therefore leading to reduced operational salute (profitability), increased efficiency and lastly environmental sustainability.Eco campus will enhance the universitys compliance to regulations and codes of broad(a) practice. Thereby promoting better relationship with both the regulators and the general public. This will help reduce enforcement or civil actions and other direct or hidden legal greet associated with non compliance to regulations (GCU sustainability website, 2009)Eco campus will help the University to effectively manage the impacts of its activities on the environment and improve its environmental performance. Enviro campus (2007) pointed out that, this will enhance the reputation of the university thus encouraging high student recruitment, better public perception and more community support.Eco campus will have significant effect on equal saving through, reduction of cost associated with waste disposal, efficient use of resources (e.g. energy, water etc.), avoidance of cost associated with non compliance to legislations and reduction in insurance cost (Wikipedia, 2009)Though benefits abound there still exist a number of limitations associated with the implementation of the Eco campus Environment Management system. The Glasgow Caledonian university website (2009) suggested some to include it takes a long time to implement and monitor and it requires proper documentation, adequate training and good communication for it to be successful. In my own opinion other limitations will include the fact that it requires high level of commitment by the management for it to be successful and that it still requires human and financial resources though undersize compared to the full implementation of a standard Environmental Management sy stem like ISO14001.CURRENT GLASGOW CALEDONIAN UNIVERSITYS ECO CAMPUS STATUS AND IMPLICATIONS TO ATTAINING ISO14001 CERTIFCATION.Glasgow Caledonian University was presented the bronze award by the Eco campus director in Bournemouth University on the 1st of July 2009 (Glasgow Caledonian university website, 2009) as an award for meeting up with the minimum criteria of the Eco campus project for the bronze phase. The reports found on the Universitys website indicated the following achievements of the naturalize to have warranted it the eco campus bronze awards.The university showed senior management commitment to the Eco campus scheme by establishing an Eco campus team (comprising of the Caledonian Environmental centre, School of built and natural environment, facilities management work up of the university, student association and the Caledonian environmental society students group) headed by Therese Fraser, to oversee the implementation of the Eco campus environmental management sy stem. This team went ahead to produce the draft of the Universitys environmental policyThe University carried out the environmental baseline review of more than vanadium basic management areas exceeding by far the minimum requirement set out for the bronze phase. The management area include waste management, environmental management systems, sustainable procurement, transport, health welfare and safety, environmental policy, energy and water, emissions and discharges, biodiversity and community involvement.The university provided and is still appropriate environmental training for staff involved in the Eco campus programme.The implication of this current position to attaining its target of ISO14001 certification is that the institution is still at the planning phase. It will have to move from that phase to the implementation phase which involves acknowledgement of environmental aspects and legal requirements, setting objectives and target, establishing standard procedures toward s achieving this targets/objectives, formalising the environmental policy and its implementation. And then continuously review and improve on policies and practices. But since the university is using a phased approach-Eco campus, it thus means that, it will have to pass through the silver, gold and platinum phases before thinking of acquire the ISO14001 certification. The platinum award is an equivalent for ISO14001 standard. So reaching that platinum status will facilitate the easy acquisition of the ISO14001 certification.PRACTICAL STEPS IN MOVING GLASGOW CALEDONIAN TO THE SILVER AWARDSMoving from the bronze phase to the silver phase involves meeting the criteria for the silver phases. The Eco campus audit criteria published in 2008 listed the criteria to include identification of its significant environmental aspects, identification of legal and other requirements associated with these aspects, setting objectives and targets, producing a final copy of the environmental policy an d communicating this policy to all relevant stake holders. So for the university to achieve the silver status the following practical steps have to be taken.The university has to first thoroughly identify and document all the activities of the university that has significant impact on the environmentThe arcsecond step is to identify and document all legal and other requirement associated with the above environmental aspectsThe next step is to set up and document objectives and targets in relation to managing the environmental aspectsUsing the information above, the university should produce a formal copy of its environmental policy which will be sign-language(a) by the top management indicating the management commitment to the processLastly, the environmental policy should be adequately communicated to the staff, students and all other relevant stakeholders in the university community.CONCLUSION AND RECOMMENDATIONS