Narrative of the Life of Frederick Douglass, - 1006 Words

Frederick Douglass, a man who found redemption through the unknown truth, that reading is the key to knowledge, in his case is the key to his freedom. In his time, slaves have endured all kind of physical torture but the worst of them all was the mental abuse. Before I elaborate more on this topic it will be wise for me to give you more detail and a more accurate definition and understanding at what is a mental abuse or better known as psychological abuse. It is the art of emotionally breaking down a person by inflicting fear by intimidation to create total chaos within a person mentality and with such result the one inflicting the mental pain gain power over the victim and can make him or her do anything they want. Now back to the†¦show more content†¦They would wall naked for the whole year they wouldn’t have enough to eat and was left to sleep in the cold in a garbage bag. From the bottom of my heart I believe that the psychological methods were worse than the physical abuse. Simply because most physical abuse doesn’t stay with you forever its painful at the beginning but it will eventually fade away but the psychological abuse can mark you for the rest of your life, you might ignore it for a day or two or even a month or year but it will come back to haunt you, it always there no matter how hard we want to look away its always there. Before I used to think that slavery was just about the physical pain and abuse it was until I read this amazing piece of art work that I understood slave were human just like me and you that they had feeling too, that some of them will choose to commit suicide then to be alive with no pride and be treated like horses. Hers a quote of Douglass where he shows how weak minded he felt when all hopes seem to be gone â€Å"I was sometimes prompted to take my life†Show MoreRelatedNarrative Of The Life Of Frederick Douglass987 Words   |  4 PagesLife of Frederick In the â€Å"narrative of the life of Frederick Douglass an American slave written by himself† Frederick reveled to audience the time he was living as a slave and the moments of brutal treats for example psychological, emotional and physical abuses. He was suffering terrible moments during his 20 years as a slave in the twentieth century. In addition, he describes in his own words the strategies he used to escape from the slave holders and to be free. This story the â€Å"Narrative of theRead MoreNarrative Of The Life Of Frederick Douglass Essay1102 Words   |  5 PagesDate Narrative Of The Life Of Frederick Douglass Writing in the favor of black people has always remained controversial from the very beginning. Critics regard such writing as â€Å"a highly conventionalized genre† indicating that â€Å"its status as literature was long disputed but the literary merits of its most famous example such as Frederick Douglass s Narrative of the Life of Frederick Douglass†¦are widely recognized today.† (Ryan:537) Despite of such severe resistance, writers like Douglass have pennedRead MoreThe Narrative Of The Life Of Frederick Douglass1566 Words   |  7 PagesThe â€Å"Narratives of the Life of Frederick Douglass† is the story of Frederick Douglass’ life from the time he was born into slavery, to the time he escaped to freedom in the north. When Douglass wrote this book, slavery was still legal in a large portion of the United States. After Douglass’ escape to freedom and his continuation of his education, he became an abolitionist through his works of literatu re and speeches. In â€Å"The Blessings of Slavery†, by George Fitzhugh he states that southern slavesRead MoreNarrative Of The Life Of Frederick Douglass1257 Words   |  6 PagesBook Review By Mary Elizabeth Ralls Narrative of the life of Frederick Douglass: An autobiography written by Frederick Douglass Millennium publication, 1945edition 75 pages Frederick Douglass whose real name was Frederick Augustus Washington Bailey approximately birthdate is in1818, the month or day is not known, he died in 1895. He is one of the most famous advocates and the greatest leaders of anti-slavery in the past 200 or so years.Read MoreNarrative Of The Life Of Frederick Douglass Essay1498 Words   |  6 Pagessoutherners believed that one of the most essential means of life was slavery. In the novel, Narrative of The Life of Frederick Douglass, Douglass challenges and debunks the idea of slavery being a necessary part of the white lifestyle; many pro-slavery arguments consisted of religion justifying slavery, slaves being â€Å"easily manipulated†/ignorant, and slavery keeping the southern economy from disappearing (The Proslavery Argument). Frederick uses personal experiences and other tactics to expose theRead MoreNarrative Of The Life Of Frederick Douglass1730 Words   |  7 PagesOne of the most well-known slavery narratives wa s lived and written by Frederick Douglass, Narrative of the Life of Frederick Douglass. Frederick Douglass was a civil rights activist who was born into slavery on a plantation in eastern Maryland in February 1818. His exact birth date is unknown, he states in his narrative, â€Å"I have no accurate knowledge of my age, never having seen any authentic record containing it.†2 His birth name was Frederick Augustus Washington Bailey, which was given by hisRead MoreThe Narrative Of The Life Of Frederick Douglass1363 Words   |  6 Pages In The Narrative of the Life of Frederick Douglass, Frederick Douglass portrays the importance of education because of its influence in leveling the playing field between the races in the 1800s. Education and knowledge are themes that are heavily dwelled upon throughout the novel, inspiring the reader to see the full power of such important ideals and to take the full advantage of both at all times. Douglass gives the reader a new appreciat ion for education as he delivers his message regardingRead MoreNarrative Of The Life Of Frederick Douglass1255 Words   |  6 PagesFrederick Douglass, throughout Narrative of the Life of Frederick Douglass, uses religion to get many of his points across. In one way, religion plays a huge role in Douglass’ ability to become literate throughout the text. With the Bible and other Christian texts, Douglass is able to further his ability and the ability of others to read. This becomes important because as Douglass points out the slaveholders believe a literate slave is not a good slave. This union of literacy and religion show theRead MoreThe Narrative Life Of Frederick Douglass1583 Words   |  7 Pages‘The Narrative Life of Frederick Douglass’ is an autobiography of Frederick Douglass, the slave who escaped and became one of renowned social reformers of his time. The book is a collection of actual experiences of the author during his time in slavery and experienc es of fellow slaves. He describes brilliantly the oppressive conditions into which he was born, lived, as well as his struggles and triumphs. The author meant to make the reader comprehend life of the African Americans in slavery beforeRead MoreThe Narrative Of The Life Of Frederick Douglass939 Words   |  4 PagesRevolutionary Freedom In 1845, an African-American man named Frederick Douglass released a thought-provoking autobiography that would become a turning point in revolutionary change. The Narrative of the Life of Frederick Douglass was the first autobiography Douglass had written focusing on the real life struggles he has faced during his time spent in bondage. During his time, it was not common for an African-American to have the skills to read and write, and it was especially uncommon to publish

Essay on The Effect of Cell Phones on Health - 1300 Words

Today’s technologies are advancing at such an astonishing rate. This can make it difficult for even the most avid â€Å"techie† to keep pace. Technology is that wonderful thing that brings comfort and convenience to our lives. But, with that comfort and convenience, there often comes a price; and the technology of the cell phone proves no exception. Arguably, as a communication tool, the cell phone has no equal in how it has changed and affected our lives. Mostly, the effect has been positive in many ways. But, as it is with anything, overuse and abuse has brought out its dark side and the effect of unintended consequences. One of the unintended consequences of the cell phone is its effect on the health of its users and even the health†¦show more content†¦Younger, inexperienced drivers under the age of 20 may be at a higher risk; they garner the highest proportion of distraction-related fatal crashes. The National Safety Council reports that at least 2 3 percent of all traffic crashes, or at least 1.3 million crashes, involve cell phone use. This number can be broken down to an estimated 1.2 million crashes each year involving drivers using cell phones for conversations and the remaining 100,000 or more additional crashes can be related to drivers who are texting. Analyzing this data shows that cell phone conversations are involved in 12 times as many crashes as texting. This seems to dispel the common myth that a texting driver is the more commonly dangerous cell phone activity. Additionally, and maybe surprisingly to some, it is not just our drivers causing dangerous situations on the roadways. Many times, pedestrians entranced with their cell phones are just as dangerous as drivers using them. A study published in Injury Prevention in 2012 reflects that one in three pedestrians is distracted by a mobile device while crossing busy streets. This type of distraction leads to accidents that injure both pedestrians and drive rs. Germs and Cell Phones Cell phones not only carry important data, but nasty germs also. The greasy, oily residue youShow MoreRelatedCell Phones And Its Effect On Our Health947 Words   |  4 Pagesproducts have been created and developed. Cell phones are one of the most important products in this age. The depth of the roles that cell phones play in our life which even we do not realize how vital it is. Normally, in order to get messages on time, people always take cell phones with them all the day. Cell phones became secretary, housekeeper and the best friend of humans. Unfortunately, according to some recent researches, cell phones may threaten our health. Then here comes the problem; is the bestRead MoreCell Phone And Its Effect On Our Health1430 Words   |  6 Pagesthat as the technology developed, the cell phone starts playing an important role in our life and it takes a large part of our time. About twenty years ago, Steve Jobs didn’t sell cell phone, Apple only represented the new fashion computer and of course, no one was using the cell phone as a social method. However, only twenty years later, cell phone technology exploded, Jobs becomes a legend, Apple become the most famous company because of its i-Phone. Cell phone now replace letter, television, bookRead MoreHealth Effects from Cell Phone Tower Radiation2899 Words   |  12 PagesHealth Effects from Cell Phone Tower Radiation by Karen J. Rogers The safety of cell phone towers is the subject of extensive scientific debate. There is a growing body of scientific evidence that the electromagnetic radiation they emit, even at low levels, is dangerous to human health. The cell phone industry is expanding quickly, with over 100,000 cell phone towers now up across the U.S., which is expected to increase ten-fold over the next five years. The industry has set what they say areRead MoreCell Phones Effects On Interpersonal Relationships, Driving Skills, And Individual Health967 Words   |  4 PagesCell Phones are a growing trend around the world, but we do not know much about the health risks associated with them. Many children, students, and adults use their phones frequently, and there could be many growing common risks developing that we are unaware of. Cell Phones are a recent invention that has brought people together all around the world and mostly beneficial but are associated to some dangers. Using cell phones has effects on interpersonal relationships, driving skills, and individualRead MoreThe Postive and Negative Social, Educational and Health Effects of Cell Phones on Teenagers3132 Words   |  13 PagesEDUCATIONAL AND HEALTH EFFECTS OF CELL PHONES ON TEENAGERS By Agshin Alizada For the course HSB 4MI Presented to Miss Dahl BLUEVALE COLLEGIATE INSTITUTE Table of Contents Page 1.0 Introduction 3 2.0 Discussion ` 4 2.1 Positive and Negative Social Effects of Cell Phones on Teenagers 4 2.2 Positive and Negative Educational Effects of Cell Phones on Teenagers Read MoreThroughout The History Of The World, People Have Thought1299 Words   |  6 Pageshome telephones, and car telephones. Now the primary form of communication typically occurs on a cell phone. Cell phones have improved and developed a significant amount over the years. In 1973, the first cell phone, the Motorola Dyna-Tac, hit the market. It weighed an astonishing two pounds, and only had one feature—voice calls. Fast forward to the present day, most consumers not only own cell phones, but they own smartphones. These smartphones are now capable of incredible things. Features suchRead MoreBad Effects of Cell Phone on Society856 Words   |  4 PagesBAD EFFECTS OF CELL PHONE ON SOCIETY A report by the International Telecommunication Union (ITU) said there were about six billion cell phone subscriptions at the end of 2011-roughly one for 86 of every 100 people. Up to now, this number has continued to increase dramatically. This proves certainly that cell phone affects our society more strongly and more deeply in many aspects. No one can deny that cell phone is playing a very important and necessary role in our society because it not onlyRead MoreNegative Effects Of Cell Phones1192 Words   |  5 PagesIn this day and age, more than half of the worlds population owns and uses cell phones. It is a well-known fact that cell phones emit low doses of radiation each time one is used, however, people tend to brush it off and not think about the long-term effects it may have. Its only small doses, what harm can come from it? That is a question us cell phone users may ask ourselves, yet never really look into or research. Maybe its because we choose not to know the actual truth and just focus on theRead MoreArticle Rebuttal - Does the Use of Cell Phones Cause Brain Cancer?706 Words   |  3 PagesArticle Rebuttal BCOM/275 March 19, 2012 Tania Say Article Rebuttal Does the Use of Cell Phones Cause Brain Cancer? The Opponent’s Argument In this paper valid points will be presented to refute the statement made by Dr. Ronald Herberman, Director of the University of Pittsburgh Cancer Institute, to his faculty and staff on July 21, 2008. â€Å"Limit cell phone use because of the potential risk of cancer† (Reyes, 2009). Herberman based his claim on unpublished data and statedRead MoreMobile Phone Use And Semen Quality870 Words   |  4 Pagessociety has endless amounts of information at our finger tips. But, the increase in cell phone usage has brought up many concerns relating to our health. When I think about these health concerns, I think about my mother lecturing me, â€Å"Katheryn Paige Leyde, take your phone out of your front pockets right now!† I would role my eyes, and pull my phone out of my pocket. I never really thought of technology as a health hazard, but my mother had read an article; stating that trends in research show,

Kantian Ethics Free Essays

After reading the Oil rig case, it is evident that the case presented an all too common example of violating sound ethical business behavior where humans are subjected to ill treatment, unsafe work condition, and total disregard for their welfare. In this paper, I will attempt to apply the Kantian Ethics principles to this case in order to determine what went wrong in this situation. Kantian ethics followers believe that motive is one of the most crucial elements to be analyzed when trying to distinguish between what is right and what is wrong in everyday situations. We will write a custom essay sample on Kantian Ethics or any similar topic only for you Order Now According to Immanuel Kant, the founder of Kantian ethics, a moral action is one that is performed out of a sense of duty and which is based on a sense of knowing what one â€Å"ought† to do under certain circumstances; therefore, a morally acceptable action is one that is never motivated by reward. One of the fundamental beliefs of the Kantian Ethics is the need to protect the employees and consumers by advocating that profit is not an end in itself. The above mentioned belief emphasizes the fact that organizations should not engage in exploiting consumers and employees for the sole reason to make profits. As such, and based on the Kantian Ethics guiding principles, the Stratton Oil Company is committing unethical acts against the African employees. The company engages in profit maximizing by exploiting the African laborers for long hours with poor living conditions, unsafe work environment, and mediocre evacuation plans. The Workers on this oil rigs, both on land and off-shore, are routinely exposed to health and safety hazards in an attempt to cut cost and maximize profits. The management team failed to implement a culture that fosters the employee’s best interests. By putting a value on human dignity, the company has disdainfully treated its employees as a means to an end. The managing team regarded the risks associated with running this rig as acceptable which most definitely constitutes a major problem for Kant and his followers. Furthermore, Kant emphasizes that profits must be utilized to better the livelihood of all stakeholders to include but not limited to the shareholders, employees both African and Expatriates, the consumers they serve, and the environment they operate within. In this case, the company did not invest in the well being of the many African laborers as compared to the few expatriates. The company is not willing to spend additional funds to provide helicopter rides to the local employees for example, and continues to allow for eighteen hour boat trips following long working days at sea. Also, due to poor budgeting decision, the company elected not to provide proper medical attention to the locals and allowed for extreme medical measures such as finger and limb amputation as compared to reconstruction surgery provided to the expats. Obviously, the company recognizes the importance of preserving one’s body organs but chose to implement policies that guarantee a better quality of life for some and the worst for others. Kant’s second Categorical Imperative: (Humanity or End in Itself formulation) implies to â€Å"Act in such a way that you always treat humanity, whether in your own person or in the person of any other, never simply as a means, but always at the same time as an end. would require safe working conditions, a decent wage for all people, and no discriminating treatment of foreign employees. The Stratton Oil Company has not behaved as law-making members of a kingdom of ends. Instead, they allowed a series of abuses in order to make a greater profit. Another aspect where this case fails the Kantian Ethics model is the fact that employees are also expected to work in a democratic manner where they are continuously contributing to all business decisions. The Kingdom of Ends principle implies that employees not only have a right to whistle blow but in fact it is their duty to do so. Kantian theory instructs people to act in harmony with universally accepted rules. I believe that Kant would want an individual to stand firm in telling the truth, regardless of personal outcome. In our case, the Expats are violating an important Kantian Ethical principle by not reporting the unethical practices enforced by the company and encouraged by the expats themselves. Turning a blind eye to such practices not only goes against the primary goal of the Kantian philosophy but also would violate the basic virtues of honesty and courage. The Expats are in fact looking the other way in fear of loosing their current luxurious status, and even worst fearing the possible retaliation from the company. Throughout his writings, Kant explained that a business organization should be regarded as a manifestation of a moral community which, in turns, emphasizes the need for employers to treat their employees with care and with the upmost respect. Given the horrible living conditions provided to the African laborers as described in the given case, it is evident that the Stratton Oil Company had built the African oil rig site on total disregard to any sense of community. Such observation is based on the clear disparity between the mediocre living conditions provided to the African laborers as compared to the luxurious living quarters provided to the few expatriates. Generally speaking, the life of an oil rig worker is unique in several respects. Workers spend few weeks at a time on the rig per stint and then transported back to land for about the same period off. Since the rigs are typically located hundreds of miles from the shore, it can be an isolating experience that some aren’t emotionally equipped to handle. The management team recognizes the need for a better social life since, undeniably, provided the luxurious setup for the expatriates on one side, and totally disregarded the need for similar social amenities for the African workers. This case also brings to light an important ethical dilemma linking the business to the Environment. Of course, Kant would give the environment legal rights rather than moral rights (Paul Taylor’s point of view) which makes perfect sense when explaining the nature of the relationship between business and the environment. Businesses should always follow environmental law as this is something that can be universalized. In other words, I would think that Kant would urge the company to use the environment in moderation due to the Universalizability principle. In our study case, some conscientious shareholders concerned with the environmental impact of these rigs have complained indicating the seriousness of the environmental violations currently practiced by the company. In conclusion, in this area of business ethics, it is obvious that the company is using the African labor market in an attempt to maximize profits from the use of cheap labor. I would argue that Kant would disagree with such practice: my first reason is that Kant said you cannot use the workers as a means to an end. Furthermore, they should be treated equally to those expatriates’ workers from the western hemisphere. Several conditions must be satisfied in order to use the available foreign labor such as: i. Workers must freely choose to work with no added pressures from the local authorities, a common practice known all over the third world countries. ii. The work should be ‘meaningful’ and provide opportunities for all employees regardless of the country of origin. iii. All workers should be allowed to develop morally and physically. iv. The salary must be fair among all the employees based on the working conditions and qualifications. v. Finally leisure activities of some sort should be equally offered to all employees. In other words, applying the duty and goodwill to this case, will solve the issue of foreign labor exploitation and help establish a morally responsible company with solid sustainable goals. However, it is worth nothing that it is impossible to totally apply this theory to business ethics given the nature of Kantian ethics which makes it unrealistic to create firms not be driven by profit but rather by duty. How to cite Kantian Ethics, Papers Kantian Ethics Free Essays One of the beautiful things about Kantian ethics is that it is based on the individual. The individual can decide if their actions are worth doing to another person by weighing if the person would want the action done to them. The Kantian point of view is completely different from the Utilitarian point of view because the Kantian point of view deals with the individual, whereas the Utilitarian point of view deals with the group and the needs of the group. We will write a custom essay sample on Kantian Ethics or any similar topic only for you Order Now When you hear the words â€Å"basic human rights† or the word â€Å"right,† normally that responds to the individual, and rights in many cases are from the Kantian viewpoint. For instance, when a police officer responds to someone in need, they are responding from a Kantian viewpoint – the rights of an individual. We have extended the Kantian point of view to cover animals as well. When you hear the term â€Å"animal rights†, it’s referring to the individual animal and the right of that animal as a living being. What did you do to receive Kantian rights? The answer is – be born. That is all you had to do. Kantian rights theory has a harder time being acknowledged in some collective group and tribal societies. Kantianism is best used where there have been long periods of peace, a practice of respect, of tolerance and understanding. Kantian rights tend to dissolve in warlike conditions. Kant provides an example of a nonconsequentialist approach to ethics. He believed that moral rules could be known on the basis of reason alone, and said that we do not need to know the likely results of an action to judge it morally. Kant said that nothing was good in itself except for a good will. By will he meant the ability to act from principle; only when we act from a sense of duty does our act have moral worth. We determine our duty by the categorical imperative. An example of good will would be to use the â€Å"Golden Rule,† do unto others as you would have them do unto you. Kant uses this to say that a person’s actions are reflected in their actions toward another person. As a person intends to do good to another person, that makes his effort fit within the categorical imperative. Kant believed that there was one command that was binding on all rational agents—the categorical imperative, that says that we must always act so that the maxim of our action can be consistently willed to be universal law. By maxim, Kant meant the principle or rule that people formulate to determine their conduct. If a maxim could not be universally applied without contradiction then it would not pass the test of the categorical imperative, and hence could not lead to a moral act. By contrast, a hypothetical imperative is one that tells us what to do if we desire a particular outcome. Let’s look at universal acceptability. We could look at the categorical imperative as enjoining us to prescribe moral laws for everyone; such laws must have universal acceptability. There are laws that are the same across all cultures, and this would be an example of universal acceptability. For instance, stealing is wrong across all cultures. Murder is wrong across all cultures. Robbing is wrong across all cultures. Universal acceptance across all cultures is very similar to the Hammurabi codes for society. As early as 1790 B. C. Hammurabi made written codes for his society that were spread throughout the region and adopted by many societies. It is these laws that in many cases offer the framework for universal acceptance across the globe as we know it today. As rational creatures, Kant held that we should always treat other rational creatures as ends in themselves, and never merely as a means. This leads to the second formulation of the categorical imperative: One must always act so as to treat rational humanity as ends in themselves, and never as mere means. It is an interesting point that many people can describe themselves as either a giver or a taker. In theory, the takers use the givers for whatever purpose they want. The givers say they keep giving and the takers keep taking. But it is sort of a paradox because there are more givers than takers, and the givers produce more worth than the takers. How does that define humanity as an end? The givers understand that takers have to view them as equals; the takers must accept that givers provide the beauty and acceptance that they need. Humanity is made up of people on both sides of the argument and those in between. By using one person, a taker, in all actuality, forms a dependent relationship on that person, or group of people, to provide for their needs. A giver sustains a taker by continuously giving them what they need. Kant said that nothing was good in itself except for a good will. By will he meant the ability to act from principle; only when we act from a sense of duty does our act have moral worth. We determine our duty by the categorical imperative. An example of good will would be to use the â€Å"Golden Rule,† do unto others as you would have them do unto you. Kant uses this to say that a person’s actions are reflected in their actions toward another person. As a person intends to do good to another person, that makes his effort fit within the categorical imperative. Kant believed that there was one command that was binding on all rational agents—the categorical imperative, that says that we must always act so that the maxim of our action can be consistently willed to be universal law. By maxim, Kant meant the principle or rule that people formulate to determine their conduct. If a maxim could not be universally applied without contradiction then it would not pass the test of the categorical imperative, and hence could not lead to a moral act. By contrast, a hypothetical imperative is one that tells us what to do if we desire a particular outcome. Let’s look at universal acceptability. We could look at the categorical imperative as enjoining us to prescribe moral laws for everyone; such laws must have universal acceptability. There are laws that are the same across all cultures, and this would be an example of universal acceptability. For instance, stealing is wrong across all cultures. Murder is wrong across all cultures. Robbing is wrong across all cultures. Universal acceptance across all cultures is very similar to the Hammurabi codes for society. As early as 1790 B. C.  Hammurabi made written codes for his society that were spread throughout the region and adopted by many societies. It is these laws that in many cases offer the framework for universal acceptance across the globe as we know it today. As rational creatures, Kant held that we should always treat other rational creatures as ends in themselves, and never merely as a means. This leads to the second formulation of the categorical imperative: One must always act so as to treat rational humanity as ends in themselves, and never as mere means. It is an interesting point that many people can describe themselves as either a giver or a taker. In theory, the takers use the givers for whatever purpose they want. The givers say they keep giving and the takers keep taking. But it is sort of a paradox because there are more givers than takers, and the givers produce more worth than the takers. How does that define humanity as an end? The givers understand that takers have to view them as equals; the takers must accept that givers provide the beauty and acceptance that they need. Humanity is made up of people on both sides of the argument and those in between. By using one person, a taker, in all actuality, forms a dependent relationship on that person, or group of people, to provide for their needs. A giver sustains a taker by continuously giving them what they need. Kant said that nothing was good in itself except for a good will. By will he meant the ability to act from principle; only when we act from a sense of duty does our act have moral worth. We determine our duty by the categorical imperative. An example of good will would be to use the â€Å"Golden Rule,† do unto others as you would have them do unto you. Kant uses this to say that a person’s actions are reflected in their actions toward another person. As a person intends to do good to another person, that makes his effort fit within the categorical imperative. Kant believed that there was one command that was binding on all rational agents—the categorical imperative, that says that we must always act so that the maxim of our action can be consistently willed to be universal law. By maxim, Kant meant the principle or rule that people formulate to determine their conduct. If a maxim could not be universally applied without contradiction then it would not pass the test of the categorical imperative, and hence could not lead to a moral act. By contrast, a hypothetical imperative is one that tells us what to do if we desire a particular outcome. Let’s look at universal acceptability. We could look at the categorical imperative as enjoining us to prescribe moral laws for everyone; such laws must have universal acceptability. There are laws that are the same across all cultures, and this would be an example of universal acceptability. For instance, stealing is wrong across all cultures. Murder is wrong across all cultures. Robbing is wrong across all cultures. Universal acceptance across all cultures is very similar to the Hammurabi codes for society. As early as 1790 B. C. Hammurabi made written codes for his society that were spread throughout the region and adopted by many societies. It is these laws that in many cases offer the framework for universal acceptance across the globe as we know it today. As rational creatures, Kant held that we should always treat other rational creatures as ends in themselves, and never merely as a means. This leads to the second formulation of the categorical imperative: One must always act so as to treat rational humanity as ends in themselves, and never as mere means. It is an interesting point that many people can describe themselves as either a giver or a taker. In theory, the takers use the givers for whatever purpose they want. The givers say they keep giving and the takers keep taking. But it is sort of a paradox because there are more givers than takers, and the givers produce more worth than the takers. How does that define humanity as an end? The givers understand that takers have to view them as equals; the takers must accept that givers provide the beauty and acceptance that they need. Humanity is made up of people on both sides of the argument and those in between. By using one person, a taker, in all actuality, forms a dependent relationship on that person, or group of people, to provide for their needs. A giver sustains a taker by continuously giving them what they need. Kant’s moral view has implications for organizations: It gives us firm rules to follow, such as never to lie. It forbids treating humans as means to an end. Kant stresses the importance of motivation and acting on principle If you have ever heard the term â€Å"whistle blower,† which we will discuss later in the chapter, we are talking about a person who makes a Kantian objection in the midst of a Utilitarian organization. Normally people who object to organization’s conduct do so based on Kant’s philosophy of telling the truth and hoping that the organization abandons its Utilitarian principles by pushing them closer to Kantian ethics. Now let’s discuss some critical inquiries of Kant’s Ethics What has moral worth? Kant holds that if a person does the right thing out of habit or sympathy, his act does not have moral worth. But this seems too severe. Is the categorical imperative an adequate test of what is right? It might be that there are exceptions to the general rules, such as stealing food if one is starving. What does it mean to treat people as means? It is not always clear when one is treating a person as a means or not. It is true that there are people who advertise themselves as a means to an end, and in our modern society, we have given groups of people the power to be a means. For instance, it used to be that we didn’t need plumbers, that we made our own clothes, and provided our own food. But since the years of Kant’s philosophy, we have changed and shifted to a consumer society where we buy all of the things that used to be made, thereby forcing people to depend on other people for the means of their survival. Kant’s moral view has implications for organizations: It gives us firm rules to follow, such as never to lie. It forbids treating humans as means to an end. Kant stresses the importance of motivation and acting on principle If you have ever heard the term â€Å"whistle blower,† which we will discuss later in the chapter, we are talking about a person who makes a Kantian objection in the midst of a Utilitarian organization. Normally people who object to organization’s conduct do so based on Kant’s philosophy of telling the truth and hoping that the organization abandons its Utilitarian principles by pushing them closer to Kantian ethics. Now let’s discuss some critical inquiries of Kant’s Ethics What has moral worth? Kant holds that if a person does the right thing out of habit or sympathy, his act does not have moral worth. But this seems too severe. Is the categorical imperative an adequate test of what is right? It might be that there are exceptions to the general rules, such as stealing food if one is starving. What does it mean to treat people as means? It is not always clear when one is treating a person as a means or not. It is true that there are people who advertise themselves as a means to an end, and in our modern society, we have given groups of people the power to be a means. For instance, it used to be that we didn’t need plumbers, that we made our own clothes, and provided our own food. But since the years of Kant’s philosophy, we have changed and shifted to a consumer society where we buy all of the things that used to be made, thereby forcing people to depend on other people for the means of their survival. Let’s look at other nonconsequentialist perspectives, such as prima facie obligations, assisting others, and moral rights. W. D. Ross held that we have certain specific moral obligations to others as well as those that are more general. These obligations might conflict, and so our obligations are at least mostly prima facie ones—obligations that can be overridden by more important considerations. Some worry that utilitarianism makes people slaves to the general happiness. By contrast, many philosophers draw a distinction between those acts that people are required to do and those that are supererogatory—acts that it would be good to do but not immoral to omit. Supererogatory acts are those that go beyond the call of duty. The act of assisting others would fall into this category. Either code, statute, or federal laws are all an example of the basic, minimum standard. But what happens if you go beyond the minimum standard? In that case, we would be going toward supererogatory actions. What about our own basic rights? A right is an entitlement to have others act in a certain way. Rights derived from a legal system are legal rights; from a moral system, moral rights. Moral rights that are not the result of roles, relationships, or circumstances are human rights. These have several important characteristics: they are universal, they are held equally by all humans, they are not transferable, and nor can they be relinquished. They are also natural, in that they do not depend on human institutions. Negative rights are rights to be free from external interference; positive rights are rights to have others provide us with certain goods, services, or opportunities. Let’s look at other nonconsequentialist perspectives, such as prima facie obligations, assisting others, and moral rights. W. D. Ross held that we have certain specific moral obligations to others as well as those that are more general. These obligations might conflict, and so our obligations are at least mostly prima facie ones—obligations that can be overridden by more important considerations. Some worry that utilitarianism makes people slaves to the general happiness. By contrast, many philosophers draw a distinction between those acts that people are required to do and those that are supererogatory—acts that it would be good to do but not immoral to omit. Supererogatory acts are those that go beyond the call of duty. The act of assisting others would fall into this category. Either code, statute, or federal laws are all an example of the basic, minimum standard. But what happens if you go beyond the minimum standard? In that case, we would be going toward supererogatory actions. What about our own basic rights? A right is an entitlement to have others act in a certain way. Rights derived from a legal system are legal rights; from a moral system, moral rights. Moral rights that are not the result of roles, relationships, or circumstances are human rights. These have several important characteristics: they are universal, they are held equally by all humans, they are not transferable, and nor can they be relinquished. They are also natural, in that they do not depend on human institutions. Negative rights are rights to be free from external interference; positive rights are rights to have others provide us with certain goods, services, or opportunities. How to cite Kantian Ethics, Essay examples

Innovation Trends In The Food Industry The Case of Functional Foods

Question: Discuss about the Report on Innovation Trends In The Food Industry for The Case of Functional Foods? Answer: Executive Summary The brand FruUgle, was formed after the products that it will be selling, which will be fruit that may be described as unappealing by supermarkets to sell. It is an online based business serving customers around London until it expands into another city. The company's main goal is an ethical one, as its aim is to show how Fruit Vegetables are wasted and how less desirable fruit is avoided by supermarkets. A financial goal the company has set, is expanding into new areas, they plan to expand in the third year of the business into Manchester, which therefore means it will have to be quite profitable in order to reach this. Other than these goals, the future projections of the business will become profitable within the first twelve months and to make a profit of at least 8,000 after tax, which will be more than enough to carry on the business into the second year. Idea and Company Description FruUgle is an online based business specialising in helping people save money by allowing them to purchase fresh fruit and vegetables at a low price. FruUgle will be able to provide a lower price to their customers as the produce will be classed as unappealing by supermarkets. The customers can either buy the products as a one-off transaction or as a subscriptions package at a slightly reduced rate.The subscription package will be delivered weekly or every two weeks. It will save their time as they will not have to purchase the produce each week. They will then deliver the product to the customer at their soonest convenience. The business will be the only service of this nature in this country, however there two similar businesses operating which are in America. (Imperfect, 2016) This is why this will appeal to price-conscious consumers who are looking for a bargain. It will furthermore attract consumers who are looking for products with from an ethical viewpoint as FruUgle would be selling goods that would normally be wasted. The service would contribute in eliminating food waste which is currently at 6.7 Million tonnes a year for household waste. Most of this is avoidable foods such as potatoes at 359,000 tonnes and apples equating to 178,000 tonnes. (Ventour 2008, April (Revised July)) The main competitors can be grouped into two groups, brick and mortar and already established food delivery companies; Supermarkets Green Grocers Farmers markets Fruit and Vegetable delivery companies They hope to compete with them by offering fruit and vegetables at a lower rate to the customer and by being the first in the country to offer environmentally ethical fresh products. The business idea was influenced from an environmental perspective, where the team wanted to make a change to how unappealing fruit and vegetables were wasted where it still has the same qualities and taste as a normal looking fruit. Industry and Market analysis - Vasyl The subject idea focuses on the development of service delivery provision in London for fruits and vegetables. The produce sold will be inexpensive as it will be from local supermarkets, i.e. fruits and vegetables considered as defective for sale as per their standards. However, our consumers will have knowledge on this and that it is the reason for the low prices. Nevertheless, even though our produce will be what the supermarkets usually throw away, the business will ensure that they are not a threat to human health. It will create a platform to compete with the supermarkets and others delivery systems, particularly due to our low prices. Our customers will secure 7-day subscriptions as part of the profitability strategy in addition to connecting with other farming networks. They will offer the first delivery for free to attract more customers and create brand loyalty. Moreover, ensuring the produce is in the right size and has perfect taste will be part of the scheme. Industry The business will operate in the foods industry and will focus its business operations on the fruits and vegetables section of the entire foods industry. The foods industry involves a number of products and services delivered to the customers present in the corresponding markets during the process of delivering the food items. The major focus of the business in this industry will be delivering good quality fruits and vegetables to the customers at low prices without any harmful effects on the health of the customers (Malla, 2013). The fruits and vegetables section of the foods industry in the United Kingdom involves a large number of organizations operating in it and providing a range of products and services to the customers present in the corresponding markets. Some of the supermarket chains operating in London are ASDA, Sainsburys, Tesco and Marks Spencer, who provide similar products to the customers. The business will have a competitive advantage over these large supermarket chains in the industry because of the low price offerings for the fruits and vegetables rejected by the large supermarket chains. The fruits and vegetables industry in London also involves the operations of a number of other retail stores and wholesalers who provide the customers similar products as the new business (Wyness, 2012). The increase in the healthy lifestyle trends of the customers present in the markets in London and Manchester, the fruits and vegetables industry can expect growth in the future. The citizens of the corresponding markets are gradually following healthy lifestyles due to increase of awareness of various diseases and weaknesses due to lack of vitamins and proteins. This allows the fruits and vegetables industry to grow along with the increase demand of the various types of vegetables and fruits which are rich in various minerals required for a good health. Recent concerns about ecological and food safety in the food industry have prompted expanding enthusiasm for organic foods and vegetable generation as a distinct option for customary products and enterprises. Moreover, as more suppliers of organic foods and vegetables enter the business, it turns out to be more aggressive and existing makers are required to end up better tools and strategies that are more successful. Given the way of their subject activity, the business will have a higher ground as it will focus on a particular system of clients. So the latest environmental trend in the corresponding markets of operation is the consumption of organic food and vegetables. The customers present in the market are generally preferring organic foods and vegetables over the products with artificial substance. The latest business trend in the corresponding industry is based on the increasing demand of the organic foods and vegetables, which in turn causing the organizations operating in the industry to provide a wide range of organic foods and vegetables to the customers. The political issues involved in the business operations in the fruits and vegetables industry are minimal in terms of their negative effects on the business. The organization operating in the corresponding industry has to follow certain guidelines and policies established by the government, in their business operations of providing the products to the customers present in the corresponding markets. Another political issue is the standard of quality set by the government of the corresponding market and the requirement of the business to maintain this minimum standard of quality in their business products and services. Potential for development lies on the significant accentuation of the client. With this produce business, giving the client what he/she needs, when and how he/she needs more chances for prosperity (Yu Nagurney, 2013). On the other hand, take note of that regardless of the possibility that an interest exists for the organic products supply; there is no rational reason for doing as such unless it happens for a benefit. Thus, effective marketing will rely on upon building up a careful promoting arrangement that structures how to supply the produce dependably, reliably and at a benefit. This in turn allows the business to have a perfect opportunity to grab a lot of the market shares by providing a wide range of organic fruits and vegetables to the customers at low prices. Environmental and Business Trends The organizations providing organic fruits and vegetables in the corresponding markets target various sections of the markets to increase the chance of success and to decrease the competition for the corresponding business operations. The amount of profit one makes offering foods grown from the ground depends largely on where an organization chooses to put their stand. Everybody needs their produce stand to be obvious to the objective populace, ideally in a range with heaps of pedestrian activity. We need those individuals to purchase the imperfect produce and utilize the free deliverance services. Thus, it is a smart thought to put the stand where individuals are now looking for sustenance, for example, by a supermarket (ideally for this business thought) or a rancher's business sector. Also, it is vital to put noteworthy consideration on building the display. It is acceptable to offer/convey the produce out of cardboard boxes; however, one will expect a superior reaction from clien ts on the off chance that they put a little exertion into how their item looks. Today, individuals adore the idea of perfect, alluring presentations for their food. Typical Buyer - Target Market Students The students present in the corresponding markets can be considered to be the targeted customers for the fruits and vegetables sold by FruUgle due to the low price of the products along with decent quality. The students will prefer the products at lower price in comparison to the other brands available in the market and the decent quality of the fruits and vegetables sold by FruUgle allows the students to be attracted to the offerings (Wyness, 2012). Environmentally conscious There are a number of people present in the corresponding markets who are conscious about the state of the environment along with the negative effects on it because of their actions. The products sold by FruUgle are the fruits and vegetables rejected by the large supermarket chains operating in the corresponding markets. These large supermarket chains dont deem these fruits and vegetables to be in a standard state to be sold in their retail stores. This in turn leads to the loss of these fruits and vegetables. The potential customers who are conscious about the environment will prefer the products sold by FruUgle as it prevents the loss of environmental resources and hence negative impacts on the environmental factors. Young Families There are a number of customers present in the corresponding market who belong to young families. These customers are generally operating under a lot of pressure of maintaining a happy family with limited resources. So they will prefer the decent quality fruits and vegetables sold by FruUgle at lower prices in comparison to the high quality products sold by the large supermarkets at higher prices (Pierson, 2012). Price conscious There are a number of customers present in the corresponding market, who are conscious of the price of the products that they are buying. These customers prefer the fruits and vegetables sold by FruUgle due to the low price in comparison to the other brands selling the same products. The decent quality of the low cost fruits and vegetables sold by FruUgle will help the organization to attract more number of price conscious customers (Stuckler, 2012). This business idea and delivery system supports the economy and targets a specific target market. The target market will be students, young families and environmentally/price conscious individuals. The business idea of reusing the fruits and vegetables rejected by the large supermarket and retail stores chains in the corresponding markets appeal to the environmental consciousness of these potential customers. The business idea of providing these products to the customers at lower prices also appeal to the price consciousness of these potential customers present in the corresponding market. The delivery system of the products sold by FruUgle through the stands at various places also appeal to the individuals targeted by the business model of the organization. The students present in the corresponding market prefer the quick purchasing process from the fruits and vegetables stands instead of the long queues in the large supermarkets and retail stores. The individuals who are conscious of the price of the products or belong to young families prefer the business model of FruUgle due to the low price offerings (Malla 2013). Segments in the market The corresponding market of operation of FruUgle can be divided into a number of segments based on a number of factors. Some of these segmentation factors for the corresponding market are mentioned in this section of the report. Socioeconomic status The individuals present in the corresponding market can be segmented into various segments based on their socioeconomic status. The socio economic status of the potential customers in the corresponding market define whether they can afford or prefer the products sold by FruUgle. The individuals present in the middle and bottom socioeconomic classes in London will most likely to be the most attracted to the products sold by FruUgle (Kunkel, 2013). Lifestyle The lifestyle of the individuals present in the corresponding market is another factor which affects the purchase decision making process for the products sold by FruUgle. The individuals accustomed to the lavish lifestyle generally prefer buying their food from the large supermarkets and retail shops present in the corresponding market (Goldberg, 2012). Age is not a determining attribute as the focus is saving on cost and providing excellent products. As indicated by earlier research, customers can spare 32% of their budget purchasing organic food and vegetables from this type of outlet, as compared to the supermarket prices and simultaneously, experience the free delivery services. Other descriptions such as social/ethnic factors and typical lifestyle are not primal making the venture convenient and competitive with the other appealing outlets being the supermarkets and farmer's markets. However, given developments in 2015, the fruit and vegetable markets have been experiencing a decline due to the mounting supremacy and acceptance of cheaper suppliers with excellent delivery systems. Moreover, even if these outlets decide to lower the prices chances of overpowering such a system are extremely narrow. Competition The competition for FruUgle in the corresponding market is based on a number of environmental factors. Some of these environmental factors are mentioned in this section of the report, which affect the overall business model of the organization. Potential Size of the Market In London, consumers acquire organic food and vegetable from farmers' markets, community supported agriculture and delivery programs. Farmer markets comprise of open markets normally held outside where agriculturists assemble and offer local and fresh produce to shoppers. There are a few agriculturists markets all through London. On the other hand, the farmer's markets are losing touch because consumers now know that not all items sold there is local produce. This creates a great deal of potentials for the London market. Presently, there is an additional strategy to endeavor opportunities in the business sector (Yu Nagurney, 2013). Before and after the cultivating seasons, the customers could pay a certain fee and after that, at some point toward the starting or mid-year, produce, and other sustenance items will be accessible to them, courtesy of this venture. The business will convey the produce to a pre-decided area in the distinctive communities at a set time, and every one of th e purchasers will just have to pick their produce. Scalability of the market The market for fruits and vegetables in London is definitely scalable, which allows the introduction of the new business models and ideas. The unique business idea of FruUgle allows the organization to sustain in the corresponding market and allows the business processes to be a success. The fruits and vegetables market will be able to sustain with the increasing demand and business operations for the corresponding products (Grunert, 2012). Competitors analysis There are a number of large and medium organization operating in the corresponding market can be considered to be the significant competitors for the business operations of FruUgle. The supermarket chains such as ASDA, Marks Spencer, Sainsburys and Tesco are the biggest competitors of the organization with high brand loyalty and strong brand image. These organizations hold a lot of shares in the corresponding market, which in turn affect the business of FruUgle. Potential risks There are a number of potential risks present in the corresponding market, which can negatively affect the business processes of the organization. These risks should be effectively monitored to ensure the high performance of the organization. Some of these risks are mentioned in this section of the report. Spoilage or contamination of the products are possible due to power outages or other issues (Bigliardi, 2013). The safety of the products can be compromised due to the failure in the machines and processes responsible for maintaining their safety. Possibility of errors and failures in the supply chain and inventory management systems may cause the organization to lose a lot of business. The failures in the equipment may cause the disruption of the delivery of the products to the customers present in the corresponding markets. Marketing plan There are plenty of competitors who sell similar products to FruUgle, however where they excel is in the ability to market themselves as an environmentally conscious brand at a low price point. Theyre selling organic produce that would have otherwise gone to waste, unlike their competitors. The business will use this vision to market their products; they want to convey a message to their target market that they care for the environment. This is why the customer should work together with them to improve the environment by purchasing the products from them. The brand's current marketing strategy will be primarily done via social media, blogs and podcasts. Facebook, Instagram and Twitter will be used to promote deals and announce new products/services. Pictures of their fruit and vegetables as well as packaging will be posted to establish brand recognition and brand reputation. This is a new cost effective way of marketing compared to old marketing. The business plans on advertising on Google and Facebook to gain new customers from existing delivery services. FruUgle will use selected keywords to find users who have shown an interest in topics which are related to their business. The business will additionally advertise on podcasts who share their target audience demographically. They will use personalised URLs to track the success of the advertising campaign. The business will also plan to work with bloggers by sending them products for free to test out and endorse. The blogger's audience demographics will be studied to see if there's an overlap before any exchange in products. FruUgle believes that these kinds of marketing will be most suitable for the business. This is because it is an online based business and they will be able to reach key demographic which is students, young adults and environmentally conscious individual. They will also do their own packaging when delivering the products to the customer which will lead to promote the business further. This is because when the customers reuse the bag, other people will be able to see the brand name. The price of the products will be as economical as possible. It will be 30% less than the market price. The customer will get extra 15% off in their first order which will encourage them to try products. There will also have different types of promotional offers to attract more customers. One of the examples is the extra 5% off for customers who uses a promotional code; this special offer will be for the students. The company will work with NUS to advertise to student discount to attract new customers. As FruUgle is an online based business, they have decided to deliver the products to a customers chosen location. In the first two years, the delivery service will be based in the London area only. Over the two years, the business will expand their delivery area to Manchester. For the delivery service, the customer will only pay a little amount of money. If the customer buys shopping for twenty pounds or more then they will be able to enjoy the delivery service for free. After one year of service to the customers, FruUgle will start adding more features to the way they deliver their products. One of the extra features they can include is allowing customers to pick up their products from the pickup points for free. There will be a number of pickup points in the different location to allow customers to pick up their products quickly and cheaply. Company structure After the company was formed, FruUgle found out what each members specialty was and assigned a specialist role to them to ensure that each of their positions were the most applicable role. Joes role is lead researcher and strategist as he contributed the most to the overall business concept and performed all the research from market and business perspectives, as well as having past experience in running his own business. Vasyl has experience in HTML and CSS from when he was a part-time web designer,this allowed him to be the company website developer as he is the most skilled to do that position. Ashs degree made him the ideal person to be in charge of the financial aspects of the business such as being the accountant. His task is to deal with all the calculations that needs to be done to predict the costs and revenue. Stuarts role is to oversee marketing of the product and public relations of the business. He was chosen from experience he had at doing a similar position for a university society. Matthew is in charge of general admin related tasks such as handling intellectual property related issues and answering customer inquiries. He was selected for this role because he is a friendly individual with really good people skills. Service Development and Operations Plan - Stuart From a business standpoint FruUgle plan on starting out small with an outside investment of 4000 realistically there are expectations that the business will have slow growth and it will take several months before it is making enough money to justify heavy outside investment. Disposable cash from each five of the directors of the business will be used as the outside investment. Firstly, the plan is to cut overhead costs, therefore FruUgle has decided not to rent a warehouse straight away as there will be minimum stock when starting up, for which a warehouse is not really needed therefore, overhead costs can be cut for the first year this way until the business has a high enough growth and stock to need a warehouse. For sourcing the Fruit and Vegetable initially the business will be making contact with the farming associates to essentially get the business known to many UK farmers who might be interested in partnering with them as they believe this will be more efficient than individually trying to contact the farmers themselves, also not to mention the fact the Farming associates will already have well established trusted contact with many farmers already. The idea is that the business will source fruit and vegetables from non-Genetically Modified Organism (GMO) farmers that would generally not sell to appearance, i.e. odd shaped apples, oranges e.g. that would not get sold in supermarkets. This is why FruUgle wish to use non GMO crops as they believe that if they were to use GMO crops that are deformed in any way, as controversial as it might seem to be people would not buy because they would think that the genetic modification has somehow altered the way it has formed and it may be harmful to their health. From the farmers themselves, a contract will be drawn up which will involve the organizing of farmers inventory that will be supplied to FruUgle. For the actual delivery itself FruUgle will be setting up contracts with already existing courier companies, as they have no interest in essentially creating in their own courier service as well to transport the food itself as for a startup business they will end up taking on more than they can realistically do which in many startup business cases, is one of the main reasons why they will fail. FruUgle are currently with KDE Express who is a Courier company which is based in London. (kdeexpress.co.uk, 2016) Initially the business will undercut any UK supermarkets cost of fruit and vegetables as they believe that with the money they are saving elsewhere for example the near nonexistent storage costs due to not using massive storage warehouses FruUgle will be able to undercut the prices of the leading supermarkets while still making a profit, and as the business grows in size and need for warehouses possibly arises, the business will have sufficient net worth to justify the costs. Also crucially they will be the only company within the UK offering this low cost fruit and vegetable service with the only two other similar company being operated in America, so they will have the benefit of no direct competition as yes supermarkets and grocers sell fruit and vegetables, but they will not sell fruit and vegetables that they deem non visibly appealing. The website which will be created by one of the founding team members Vasyl which will be hosted on an out of house server where they will be making sure that customers information is secured and falls well within the Data Protection Act. Lastly the business will be making sure that they fall well within the food distribution laws within the UK and will be contacting the Department of Agriculture regularly to ensure the what they are doing abides with several legal requirements for a food distribution service within the UK including the Food Safety Act, The General Food Law Regulation as well as the Consumer Contracts Regulations. Financial projections This is a new business, but it expected to sell a sufficient amount of products each year. This is because the business will be promoted in many different ways to attract as many customers as they can. The aim is to sell 11,428 crates in the first year. The second year it predicted to sell nearly double the amount which is 31,642 crates and in the third year, the target is to sell 70,643 crates. The crates have the capacity to carry 5.1 liters of products. (chep.com, 2016) The price will be seven pound per crates, the crates will contain assorted fruit. The business expects to sell the products less than 70% of what their competitors are selling it for. There also will be other promotional offers to attract more customers; one of the examples is the extra 5% off for Students. Expenditures will be kept as low as possible for the first year as FruUgle will not rent any office space in the first year, which will help them to use that money in other parts of the business. The expenditures which FruUgle will have are the: Transportation costs Packaging costs Rent Purchasing stock Technology costs Advertising Staff Waste management The following financial projections are for the next three years. It is expected for FruUgle to sell 80,000 in the first year, which is a 177% increase from year one to year two and the potential profit is 8,880 after 20% tax is taken. The next year it is predicted to have a 155% increase from year two to year three, the expecting revenue for this year will be 221,500 and the potential profit will be 21,264. Third-year the estimated revenue will be 494,500 and an increase of 27% and the expecting profit after tax will be 73,211. This is because the business is due to increase the target market by expanding the delivery area in the third year. The Cashflow forecast is located in the Appendix. Appendix Cashflow Forecast for first 3 years of starting business For the first year fruUgle is predicted to reach revenue of 80,000 and a profit of 8,880 after 20% of tax is taken. As you can see rent is not paid as the business will be run from the director's homes. For the second year it is predicted for FruUgle to reach a revenue of approximately 221,500, and a profit of 21,264, after 20% of tax is taken. From March, the business will be run from a warehouse and therefore rent will have to be paid continuously after this month which will increase the costs slightly. For the third year of the business, it is predicted for FruUgle to be making a total revenue of 494,500, and a profit of approximately 73,211, after the 20% tax has been taken. During the March month of this year the business is predicted to undergo an expansion into another city where this will double the rent as rent will have to be paid for 2 warehouses both in London and Manchester. Intellectual property Some intellectual property (IP) has been established that will be used for the particular service. One intellectual property that will be used will be trademarking the logo and packaging so that the product is unique to other brands of fruit out in the current market. By trademarking the packaging and logo this makes it illegal for other, upcoming companies, to copy it and use it as their own. Also there will be a distinct colour scheme to the packaging and logo which may differ amongst different types of deformed fruit and vegetables which FruUgle aims to sell such as oranges, pears and carrots etc. In this case they may sell a multipack of fruits in one crate and therefore the packaging may contain all the colours of the fruits in a design made specific for the packaging, where this specific colour scheme for the design can be trademarked so that other companies dont use the exact mixture of colours on its packaging. This will overall make the packaging stand out to customers as th ey will ultimately see FruUgle as unique and will feel more inclined to purchase it. Another IP that the business will be using is copyrighting the website and social networking page. This will be done to stop other companies, or just random strangers, from framing a copy of FruUgle and using it as their own for fraudulent reasons. For the social networking site such as facebook or instagram, this can be done through verifying the page so that other people can see that once the page is verified it will be the original one and not another one in which someone else set up as their own. Copyrighting the website will be done to make sure that once the website is set up, with the logo and colour scheme etc this will not be copied by anyone else for again fraudulent reasons or any other reasons. Also, it is one of the business IP to use confidential information to protect the business contacts and customers. By using this for an intellectual property they will be making all of the information given to them, by customers and business associates, strictly confidential under the laws of the Data Protection Act. In doing so the business will have the job of maintaining the full, security and privacy, when obtaining information from business contacts and customers, so theyre not used misused by any person within or outside the business. Assumptions Advertising will cost around 1000 for the first 7 months of starting the business The business will be profitable within one year The business will have access to enough stock to purchase Waste Management will increase as stock increases References Bigliardi, B., Galati, F. (2013). Innovation Trends In The Food Industry: The Case Of Functional Foods. Trends in Food Science Technology, 31(2), 118-129. Grunert, K. G., Traill, B. (2012). Products and Process Innovation in the Food Industry. Springer Science Business Media. Goldberg, I. (2012). Functional foods: designer foods, pharmafoods, nutraceuticals. Springer Science Business Media. Kunkel, D., McKinley, C., Wright, P. (2013). The Impact of Industry Self-Regulation on the Nutritional Quality of Foods Advertised on Television to Children. Ch1ldren Now. University of Arizona, 2009. Malla, S., Hobbs, J., Sogah, E. H., Yeung, M. T. (2013). Assessing the functional foods and natural health products industry: A comparative overview and literature review. Canadian Agricultural Innovation and Regulation (CAIRN) Network. Pierson, M. D. (2012). HACCP: principles and applications. Springer Science Business Media. Stuckler, D., Nestle, M. (2012). Big food, food systems, and global health. PLoS medicine, 9(6), 678 Wyness, L. A., Butriss, J. L., Stanner, S. A. (2012). Reducing the population's sodium intake: the UK Food Standards Agency's salt reduction programme. Public health nutrition, 15(02), 254-261. Ventour, L., 2008, April (Revised July). The food we waste. Institute of Food Research. Available at: https://www.ifr.ac.uk/waste/Reports/WRAP%20The%20Food%20We%20Waste.pdf (Accessed November 1, 2015). Yu, M., Nagurney, A (2013) Competitive Food Supply Chain Networks with Application to Fresh Produce: European Journal of Operational Research, 224(2), 273-282 Foldable Plastic Crate - K1 - 5 Litres (14400) Available at: https://www.chep.com/RPCs/Foldable-Plastic-Crate-K1-5-Litres-14400/ (Accessed: 4 Jan 2016). Imperfect - Ugly Produce Delivery Available at: https://www.imperfectproduce.com/ (Accessed: 4 Jan 2016). Courier and Delivery Services in North West London from KDE Express Available at: https://www.kdeexpress.co.uk/home/3822895 (Accessed: 6 Jan 2016).