Pride And Prejudice Essays (1393 words) - Fiction, Literature

Pride And Prejudice In her novels, Jane Austen employs the timelessly effective characterization agents of dialogue, action, and point of view to cleverly manipulate the readers emotions towards the characters. Austen successfully creates heroins in a time that it was not social acceptable to think of women in a heroic role. She is so successful in applying these characterization techniques in her story lines that she molds a positive feeling towards strong females without the reader even realizing the influence the authors agents have had, at the same time creating a very entertaining story. In Pride and Prejudice as well as Mansfield Park for example, Jane Austen creates characters who are some of the finest products of strong and intelligent women, yet do not loose their femininity, of our civilization. She accomplishes this feat by using the dialogue and action of the characters to manipulate the readers feelings towards these women. Austen also uses irony, satire and humor in all of her novels to s how how ridiculous conventional Victorian country life was. She had a plethera of social commentary to make, and although women in her time period were conventionally outspoken, she used her novels as a means to show women could be intelligent, humorous, and strong without loosing their femininity. Jane Austen was a child of the Enlightenment, an age when reason was valued while many romantic traditions were slowly coming to light in society. As one of the educated and intelligent women emerging from this era, Austen used the character of Elizabeth Bennet, in Pride and Prejudice, to epitomize the harmonious balance between reason and emotion in a woman, making her a very likeable character to the reader. In Pride and Prejudice, Elizabeth's strength of character is emphasized by its contrast with the weak, n?ive acceptance of Jane's character, the instability and excess of Mrs. Bennet's and the blind, sheep like following of Kitty's. Her strength is also shown in her rejections of the proposals of Mr. Collins and Darcy. Unlike her mother, she does not base her choice of love on the financial security that they could give to her, and has the strength and willingness to reject them. This is a prime example of Austens social commentary. She skillfully manipulates the reader into likeing this character, but she gives her features that in everyday life people would think negativly of. This is especially evident in her rejection of Darcy's initial proposal, when she displays a great deal of strength in her anger due to her belief that he has willfully prevented Jane and Bingley's marriage and wronged Wickham by refusing to grant him the property that the old Mr. Darcy bestowed upon him. In both cases, the man is self-assured that his proposal will be accepted, and as a result Elizabeth's rejections are in proportion to the size of the blows that their egos receive. In Rosings, she does not let Lady Catherine tyrannize her as the mere satellites of money and rank, she thought she could witness without trepidation. The Lucases and Collinses are submissive to Lady Catherine, with Maria being frightened almost out of her senses, and it is probable that society as a whole behaves likewise, as Elizabeth suspects she is the first creature who had ever dared to trifle with such dignified impertinence. Austen again portrays her as a rebel against ideas of class, popular in the day, when Lady Catherine pays a visit to her to ensure that she does not marry Darcy and Elizabeth refuses to accept the idea that Pemberley will be polluted by her presence. Here Elizabeth stands up for what she believes to be right. Elizabeth also expresses her rebellion against society by not becoming accomplished in the arts, as women were expected to then. Elizabeth's intelligence reveals her to be one of the few characters of the novel that really strike the reader, Austen portrays her as a sensible individual in a society largely composed of fools. Which incidently is another example of the social observations Austen makes in her novels. As the daughter of Mr. Bennet, her view of society is cynical and ironical, heightened by the presence of brainless family members and neighbors. It is her sense

In answering all the questions the writer will Essay Example

In answering all the questions the writer will Essay Example In answering all the questions the writer will Essay In answering all the questions the writer will Essay To reply all the inquiries the author will place the issues involved, specifying and explicating them whilst using the legal issues to the instance scenario. The author later advises on possible liability and rights of the persons in all the instance scenarios. Case 4 ‘The race dealingss act ( RRA ) 1976andthe sex favoritism Acts of the Apostless ( SDA ) 1975and 1986 ( as amended from clip to clip ) criminal favoritism in employment†¦Ã¢â‚¬ ¦Ã¢â‚¬â„¢ [ 1 ] .on evidences of sex, matrimonial position, coloring material, race, nationality of cultural or national beginnings: , in agreements made for the intent of make up ones minding who should be offered the occupation ; or in the footings on which the occupation is offered, ; or by declining or intentionally excluding to offer the occupation [ 2 ] . Improper favoritism includes every phase of employment including agreements for enlisting, advertizements and any other hurt as provided by theRRA 1976, s 4. InSaunders vCapital of virginia[ 3 ] it was held that a deprived individual can claim if put off because of the manner an interview is set up, the inquiries asked and being left off a short list. The author suggests that Alice may asseverate her rights in the same manner.Brennan V J. H. Dew Hurst ltd[ 4 ] supports this rule. Based on the above instances, Alice may be deemed to hold experienced favoritism on the footing of her sex at the interview phase, because of the inquiries asked about driving licences which- on the face of it- is deficient echt demand of employment as security occupations do non necessitate transit. Prejudiced advertizements are included in agreements for enlisting In Jane’s advert falls in this category.Exceptions to these regulations are ; echt occupational making or demand. An employer may enroll a adult male to a occupation where male sex is a echt occupational making. E.g. , patterning male apparels. If this could be proved in both Alice’ and Jane state of affairs, the employer may be justified. InSisley V Britannia security systems, -which is similar to Alice’ , ‘the defense mechanism of saving of decency was a good one and was moderately incidental to the women’s work that they should take their vesture during remainder periods’ [ 5 ] , butS7 ( 4 ) of the 1975act imposes a responsibility on employers to take sensible stairss to avoid trusting on these exclusions.Etam plc V European mountain ash[ 6 ] . There are two signifiers of favoritism harmonizing toSex Discrimination Act 1975 ( SDA ) ss 1 ( 1 ) ( a ) Race Relations Act ; RRA 1976, s 1 ( 1 ); ‘Direct occurs when an employer or prospective employer treats a individual less favorably than another on evidences of sex†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. , as where an employer refuses, on evidences of sex or race, to allow a appropriately qualified individual an interview for a job’ [ 7 ] .Coleman V skyrail pelagic ltd[ 8 ] ,Johnson v lumber Tailors( Midlands )[ 9 ] . Indirect favoritismoccurs where an employer applies demands to a occupation, but the ability of some individuals to follow because of sex, matrimonial position or race is well smaller and can non be justified. InPrice v the civil service committee[ 10 ] , the employment entreaty court decided that the age saloon was indirect favoritism against adult females.Bohon-mitchell V council of legal instruction[ 11 ] , this regulation was †¦Ã¢â‚¬ ¦.discriminatory because the proportion of peoples non from the UK who could follow was well smaller than individuals who could. For indirect favoritism,s 1 ( 3 ) of EmploymenT Act 1989provides that†¦.the party claiming†¦..no favoritism must demo that the demand is justifiable. klenso may trust and would hold to turn out their averment [ 12 ] . The author is of the position that Klenso has breached the commissariats of the sex favoritism act by indirectly know aparting against both adult females, in the agreement phase of employment. The frock codification required to be worn by Jane is non a echt justifiable ground to know apart as most adult females do non have on ties with formal outfits. The advertizement may be illegal, may be condemnable offense, if found, Klenso would confront magistrates and fines.. In alice’ instance, it is non echt demand for a security individual to hold a driver’s license and it appears that there is favoritism if her statistics are right. If klenso is found apt for prejudiced practises, they would hold breached these statutory commissariats which would entitle both adult females to redresss such as uncapped compensation, recommendation and mention. Case 1 A particular declaration is needed [ 13 ] to alter the articles of association, and to take managers. It is passed by a bulk of three quarters or more of the members entitled to vote and may make so at a general meeting of which notice of 21days [ 14 ] has been given saying purpose to do particular declaration, after which a transcript is sent to the registrar [ 15 ] . Moneymen Inc. May seek to alter the articles by following this demand but must bear in head the rights of minority portion holders in so making. S.5 of the act states that holders of 15percent of the issued portions can use for cancellation of an change of the objects or articles. The minority stockholders of klenso still have a sum of 25 % of the rights and may seek to prosecute them in this mode if they do non accept to the particular declaration. They may make so by using to the tribunals who may call off this declaration or inquire the company to purchase out the dissentients. A transcript of the tribunal order must be given to the registrar within 15 yearss. Section 303 of the company Law states that a manager may be removed by ordinary declaration before his term of office expires, notwithstanding any proviso in the articles or any understanding. Particular notice is required of the purpose [ 16 ] ‘ to travel the declaration, which the company receives, usually through its secretary, at least 28days before the meeting at which it is to be moved. However, if after the day of the month of having the notice a meeting is called for a day of the month 28days or less after the notice has been given, the notice is regarded in jurisprudence as decently given even though it is non given within the clip required’ [ 17 ] . The company must so direct a transcript of the manager ( in this case, managers ) concerned [ 18 ] . They ( managers ) are allowed representations which may be read out at the meeting, where notice is late. They may talk about other issues. The statement must non be read out where the tribunals find that these rights are being abused. It should be noted that because of the being of such rights the written declaration process already referred to is non available as an option to the ordinary declaration required by s 303. The vacancy can be filled if the manager is removed at the meeting-provided the particular notice has been given in position of the freshly appointed manager. Under s.303 ( 5 ) a manager may transport out any action for dismissal. Money adult male inc. May seek to take both managers following these stairss or may suggest to purchase them out utilizing the company’s support. Moneyman may besides be cognizant of both directors’ minority shareholder’s rights to seek cancellation of these issues through the tribunals. The company secretary is advised to guarantee the notices are complied with. Case 5 A contract is an understanding that the jurisprudence may implement between two or more individuals, with purpose to make legal dealingss. A valid contract must hold an offer and an credence [ 19 ] . In our instance scenario, there has been an offer, a cross offer and it is to be decided whether there has been acceptance. An offer is an proclamation of a person’s willingness to come in into a contract [ 20 ] , and the tribunals must be satisfied that there has been an credence thenceforth, otherwise there is no contract. Credence must be unqualified and unconditioned. The issue to be resolved in this instance scenario is whether there has been acceptance since credence must be communicated. It is ill-defined whether Klenso has accepted the altered contract in this scenario. A counter offer is a rejection of the original offer and has the consequence of call offing the original offer. This was the instance when Oily altered the contract adding the new clause ; it was a counter offer which now requires Klenso’s credence. ‘InHyde V Wrench[ 21 ] †¦ The suspect did non see himself edge, and the claimant sued for specific public presentation, it was held that the claimant could non implement this ‘acceptance’ because his counter offer of 950 was an implied rejection of the original offer†¦..’ [ 22 ] . InStevenson VMcLean[ 23 ] , the claimants had accepted the offer before the defendant’s annulment had been communicated to them, so that the offer was still unfastened when the claimants accepted it. Exchange of footings may go on until an act by either party may go credence of the other’s footings, this rule was founded inButler Machine Tool Co. Ltd v Ex-Cell-O corporation[ 24 ] .Klenso’s signature of the contract could hold been acceptance, but for communicating. InFelthouse V Bindley[ 25 ] An credence is non effectual until it is communicated, silence is non acceptance. Klenso’s silence may non be construed as credence. InTinn V Hoffman[ 26 ] , the inquiry was ‘is communicating of cross offers a contract? ’ , but the tribunal decided against it. It is still open but possible to accept that a contract could come into being, where it appears both parties have intent to make a lawfully binding understandingon the same footing. This is barely the instance in our scenario but is an issue for the tribunals to decide On the face of it, there may be a valid contract where other footings are concerned but non with the extra clauses. If the tribunals find that there is a contract, Klenso would hold to maintain their portion of the six month expiration notice required, as agreed, otherwise there is a breach. The author suggests that there is no contract, as credence was non communicated. Klenso may take to take their concern elsewhere as they are non bound by the footings of cancellation and silence is non acceptance. Bibliography Books J.Bowers, A practical attack to employment Law, 7th edition, Oxford university imperativeness, New york,2005 D.Keenan, Smith and Keenan’s Law for concern, Thirteenth edition, Pearson Longman, Essex, 2006. P.Chandler, Waud s Employment Law: The Practical Guide for Human Resource 14Thursdayedition G.Duddington John, Employment jurisprudence, Pearson Education, 2003 T. Gould,Unfair dismissal: a usher to relevant instance jurisprudence. 25th erectile dysfunction. London: LexisNexis Butterworth J.Bowers, A practical attack to employment Law, 7th edition, Oxford university imperativeness, New York, 2005 H.Beale, Contract Law, Hart Publishing, 2002 Journal articles G.Guinan, G. Do dismissals by the book. People Management.Vol 13, No 18, 6 September. p22 Vorste, G. School staff sacked for binding up pupil in schoolroom, published 15 February 2008 14:24 4 Sep 2007 Response to Consultation: Discrimination Law Review: A Framework for Fairness: Proposals for a Single Equality Bill for Great Britain Consultations Internet resources Writer unknown, Previous misconduct counts in dismissal determinations, viewed on 18 February 2008 11:00 hypertext transfer protocol: //www.personneltoday.com/articles/2008/02/18/44427/case-of-the-week-previous-misconduct-counts-in-dismissal-decisions.html Lexis Nexis, Company Law Forum Questions Looking for Answers, viewed on February 23 2008, printed on 29 January 2008 hypertext transfer protocol: //www.companylawforum.co.uk/ Stephen Barc, Lexis Nexis, Application of Companies Act 2006 to LLPs, viewed 26 02 08, hypertext transfer protocol: //www, companylaw forum.co.uk/ Lexis Nexis, Tolley’s Company Law Handbook,15ThursdayEdition, Thursday 24 January 2008 hypertext transfer protocol: //www.berr.gov.uk/employment/employment-legislation/employment-guidance/page16161.html

Practicum Project Goals, Objectives, and Justification Term Paper

Practicum Project Goals, Objectives, and Justification - Term Paper Example My proposed practicum project is implementation of various best practices related to nursing operations: purposeful rounding, bedside reporting, and multidisciplinary rounding. Starting July of 2015, daily staff meetings will be conducted in my organization from 8am to 9am from Monday to Friday. The objectives of these daily meetings will be to equip staff with skills, knowledge, and competence necessary for the implementation of best practices. In these meetings, the rationale for purposeful rounding, bedside reporting, and multidisciplinary rounding as best practices will be established, a membership development committee comprising of nurse managers will be created to oversee implementation of best practices, and also recommendations for implementation will be established. Based on past surveys conducted in my organization and feedback from patients, management has inferred low levels of patient satisfaction. The current nursing processes or procedures characterized by unstructured rounds and poor reporting techniques have significantly reduced patients experiences in my organization. King and Gerald (2012) posits that purposeful rounding, bedside reporting, and multidisciplinary rounding are essential practices in managing patients expectations. For instance, King and Gerald (2012) notes that bedside reporting allows nurses to exhibit empathy and show concern to patients and could thus elevate levels of patient satisfaction. In nursing perspective, King and Gerald (2012) points out that multidisciplinary rounding helps nurses gain experience in working in a multidisciplinary environment and consequently gain skills and competencies in working with and managing a diverse population of staff, and also develop leadership abilities. Goal: In this project, the learner will create an implementation plan for purposeful rounding, bedside reporting, and multidisciplinary rounding in order to improve patients experiences and help staff develop their leadership

Cadmium in Shellfish Essay Example | Topics and Well Written Essays - 1500 words

Cadmium in Shellfish - Essay Example The figures for both types of shellfish was well within the tolerable limits at 7 g/kg body weight for adults as per WHO and Australian guidelines. Nevertheless, since there was observed high standard deviation among the scallop samples and there was also high deviation between the scallop and mussel cadmium/body-weight ratios it has been suggested that a future experiment be conducted during which the origin of the two types of shellfish be ascertained first to ensure that water contamination levels for both types of shellfish are the same. This shall ensure better conformation among the results. Correlation analysis was not conducted because of the small number of samples. This too should be rectified in future experiments to ascertain how each type of shellfish responds to the same level of cadmium contamination in the water. Thus, the report finds that it is highly essential to ascertain contamination in particular harvesting areas so that only those areas from where the bivalves have tolerable metal contents can be allowed harvestable. Other non-conforming areas should be declared out-of-limits. Only this can assure safety in supply. Cadmium is a heavy metal that is commonly found in many types of soil and rocks. At birth, primates like humans have no cadmium in their bodies but, with age, some humans induct the metal from their environment. The metal is a contaminant and classified as possibly carcinogenic under World Health Organisation (WHO) guidelines (CHEC, Cadmium, 2007). The metal is variously used in industrial applications and commonly found in everyday use objects like paints, plastics, some types of coatings, batteries and other electrical components (CHEC, Cadmium, 2007). The metal is also let out into the atmosphere from burning fuels, especially fossil fuels. It is present in rubber tires and is emitted when tires burn. Also, many industries let out the metal into the atmosphere trough flue gases (CHEC, Cadmium, 2007). Another significant source of cadmium contamination is tobacco smoke. Children are especially susceptible to the metal if they are near smokers (CHEC, Cadmium, 2007). Children also a re more prone to cadmium contamination because ration of the metal intake by body weight is much higher than in adults with larger body weight. Thus, more care has to be taken to preclude such contamination in children. Also, it is estimated that cadmium build-up in the body is faster in the early years than later if the individual is subjected to such contamination (WHO, Cadmium, Series 24, 1972). In this particular context it is noted that shellfish like mussels and scallops are bottom-dwellers and are non-mobile filter feeders (Moffett, 1993). In all likelihood, if the metal becomes evident in seawater, it settles down towards the bottom and the shellfish induct it into their systems. Since there is evidence that the metal is not easily evicted from organic tissues. Over time the metal may accrue in shellfish tissue and if these are ingested by humans poisoning may result if the metal levels in the tissue are

Sons and lovers Essay Example for Free

Sons and lovers Essay In the time that Lawrence Wrote women were thought of as being pure and truthful. Women play an important role in this novel as it often makes us wonder do these characters really exist in reality. Lawrence, in his book Sons and Lovers shares with us many different types of women, in this critical analysis of women in Sons and Lovers I will be dealing with three women Mrs. Morel, Miriam and Lily. Mrs. Morel is the most significant of all the women in the novel, seeing that everything revolves around her. She dislikes her husband because of his persistent consumption of alcohol and the way he abuses her, because of this she focuses all her time and devotion the her two young sons Paul and William. Her love that she gives he two sons can be interpreted as being incestuous desires for instance when Paul is telling his mother that he does not love Miriam and he continuously kisses her. She is treating William and Paul as her partners and is very controlling and she insists on having complete control over them for example when Paul is getting too close to Miriam, Mrs. Morel fears that she will lose control over him and that Miriam being the person that she is will change and bring out the best in Paul. She also fears that Paul is going to forget about her and she is going to be left alone with her drunken abusive husband. As a result of this she chases and treats Miriam badly. The kind of love that is given by Mrs. Morel to her sons is very stifling and there is not much that can come out of such a relationship, because of this Paul is undeveloped and depends on her for everything, he does not know how to be in a relationship and he tells his mother, â€Å"I will not be able to love another as long as you live† this line is important to note because it not only shows that Mrs. Morel’s love is damaging her son but it is also a foreshadowing of what is to come later on in the text. Miriam is another type of woman that Lawrence introduces us to in the novel, she is very shy and soft spoken and slowly falls in love with Paul, she is very spiritual and holy somewhat like a saint/pre-mundane which is spiritual and heavenly. I believe that Miriam will be the salvation of Paul and save him from his mother. She really loves Paul and he is continuously pushing her away because of that stifling attitude of his mother. Miriam has the Power to break Paul away from his mother but does not realize this, or the problem  may be that she is not the fighting type and cannot stand up firm to Mrs. Morel. Paul teaches her French and Algebra but Miriam seems not to understand the algebra and Paul gets extremely annoyed by this he does not understand why she cannot grasp it. He is mean to her because of this and she is extremely clam about the whole situation. Miriam is extremely close to her siblings and takes extremely good care of them and because of this Paul is very angry with her, he does not understand why she does what she does. This is so because Paul was not used to having that amount of love among his siblings. This conflict can also be interpreted as Paul being jealous of the relationship that Miriam has with her siblings. Lilly, a woman that William falls in love with on his stay in London is portrayed to the readers as a Gold-Digger who does not really care about William; she is only with him because of his money and not because of love. Lilly is very rude towards Anne, William’s sister, she orders Anne around on their visit to William’s house. William tells his mother about Lilly and his mother says to leave her. Shortly after when William dies the Morels never hear from Lilly again, only on this one time that she writes to Mrs. Morel stating that she has moved on. The Women in this novel Sons and Lovers play a very important role and has extreme effects on many of the characters whether it be the power of control and possessiveness the fact is that women is symbolic to Lawrence in some way.

Use of Frameworks in Skills-Based Learning :: Graduate College Admissions Essays

Use of Frameworks in Skills-Based Learning    During the 1990s, many science programs across the country replaced concepts-based learning with skills-based learning. Many teachers, however, have experienced difficulties in making the transition. Moreover, they have noted that some students do not seem to benefit from the skills-based learning. One reason for this is that in many skills-based courses, students are not given a conceptual framework in which they can situate the skills that the course emphasizes. Instead, many instructors are simply asking their students to practice the skills, without giving them the conceptual structures that give those skills meaning. In my experience, no matter how much students practice whatever skills, few are able to develop a clear conceptual matrix for those skills without significant guidance from the instructor. A direct approach to this problem means that the instructor first provides students with the scaffolding of concepts for each skill. In this essay, I describe an exercise that can be used to develop a framework for students to evaluate what they observe in their laboratory exercises.    During a course, I dedicate portions of several class meetings to the development of a conceptual framework for evaluating explanations of observations. A week in advance of each session, I distribute two questions that we will discuss in class the following week. In the next class meeting I divide students into small groups and brainstorm answers for about fifteen minutes. For the next ten minutes, I moderate as each group shares their ideas with the entire class and I record the consensus position derived from the views the groups have presented. As soon as is practical, I distribute a statement of this consensus position. In this way, in the minds of the students, the work of the session is extended over two or three weeks even though the session itself lasts for only part of a class meeting.    In each session, I pose two questions for discussion that address either one key issue that helps the students work towards the larger goal of creating a conceptual framework for explanation of observations. I don't reveal the goal to the students before they brainstorm because focusing on the goal itself may short-circuit their thinking in the crucial early stages of the process. The goals are arranged so that each session's work builds on the work of the previous session.    Goal of the first session: identify different types of explanation.

Uk Organic Food

Contents 1. Introduction2 1. 1 Why this industry was chosen for analysis2 1. 2 Aim2 1. 3 Brief Background of the organic food producing industry2 1. 4 Competitive environment? 3 2. PESTEL analysis5 2. 1 Political factors5 2. 2 Economic factors6 2. 3 Socio-cultural factors7 2. 4 Technological factors8 2. 5 Environmental factors9 2. 6 Legal factors10 3. Porter’s Five Forces analysis12 3. 1 Threat of new entrants12 3. 2 Threat of substitute products14 3. 3 Threat of established rivals14 3. 4 Bargaining power of suppliers16 . 5 Bargaining power of buyers16 4. Conclusion18 4. 1 The industry at present18 4. 2 Future changes19 5. Appendices20 5. 1 Critique of tools and research limitations20 5. 1. 1 PESTEL framework20 5. 1. 2 Porter’s Five Forces20 6. References22 1. INTRODUCTION 1. 1 Why this industry was chosen for analysis The chosen industry for analysis in this report is the organic food producing industry in the United Kingdom. This encompasses groups of firms that produ ce similar products, in this case, organic food produce.In recent years, there has been a heightened awareness in the media in relation to organically produced food, and a great emphasis has been placed on ‘healthier eating’ and a reduction in the production of genetically modified food. As this awareness increases, it is important to analyse the industry in order to assess whether the industry is favourable to exist in, and to ascertain whether it is likely that it will be penetrated by new competitors.Another reason for choosing to examine this particular industry is due to the lack of an updated Mintel report, or a similar financial report, especially since there has been so much extra attention being placed on this industry of late in the media. In order to get a better picture about the macro- and micro-environment in relation to the UK organic food producing industry, frameworks will be used in order to analyse information about the industry. 1. 2 AimThe aims of t his report are to research and assess the nature of the organic food producing industry in the United Kingdom. This will occur by using two different frameworks, a PESTEL analysis and the use of Porter’s Five Forces in order to fully understand the competitive micro- and macro-environment of this industry. When the analysis is complete, it will be determined whether the industry is favourable to enter or not, and future changes in the industry will be predicted. 1. Brief background of the UK Organic Food Producing Industry The term ‘organic’ has been defined by the Organic Trade Association as an ‘ecological production management system that promotes and enhances biodiversity, biological cycles, and soil biological activity†¦ based on minimal use of off-farm inputs and management practices that restore, maintain, and enhance ecological harmony’ [1]. In practice, this means that artificial chemical fertilisers and pesticides are not used, and ani mals are reared without the drugs that are normally routinely used [2].Protection of the environment is of great importance, and the quality of the soil is what determines whether the produce can be deemed as ‘organic’ or not. Historically, it was common practice to only have relatively few family run farms in which organic food was produced, and this could be purchased in farmers’ markets and smaller stores, such as green grocers. However, since the 1990s, organic food has had growth rates of around 20% per year, and figures from April of this year show that organic food now accounts for 1 to 2% of food sales worldwide [3].This growth rate has been partly due to large supermarket chains adopting ranges of organic foods, which is reducing the farmer to consumer link, and providing a convenient new way to eat ‘organically’, and also due to an increased interest from the media in this industry. For example, large supermarket chain Sainsbury’s ha s more than 1000 organic products, had a 14% increase in sales of its organic produce in 2006/2007, sources all its organic meat, fish, poultry, milk, and eggs from the UK and has contracts with farmers to guarantee minimum prices to ensure the long-term supply of organic beef [4].A quote from Jerry Dryer, who wrote an article called ‘Organic Lessons’ stated, â€Å"Organic is here to stay, not a fad marching by in the night† [5], which is a hopeful suggestion that the market share is set to increase and that new opportunities can be targeted, but this will be confirmed or denied at the end of the report. 1. 4 Competitive environment? The organic food producing industry consists of a large number of small producers, who produce food which can be certified as ‘organic’ by the Organic Farmers and Growers Organic Standards and the Soil Association.Due to there being a large number of fragmented producers in the industry, it may be seen as a competitive m arket who are vying for the attention of large or small supermarket chains and stores, green grocers, and individual purchasers of organic food. Organic produce in itself is reasonably homogeneous, so all producers in this industry will be trying to sell similar products which are largely undifferentiated. This increases competition between the producers as to how they are going to get their goods sold over the goods of a competitor.There is also the option of individuals growing their own organic produce, which may reduce the demand for the purchase of produce. The competitiveness of the environment will be discussed in more detail when an analysis is carried out using the Porter’s 5 Forces framework [6]. ? 2. PESTEL Uncontrollable, external forces that influence decision making, which thus affect the performance of an industry is known as the macro-environment. The macro-environment consists of political, economic, socio-cultural, technological, environmental, and legal for ces, which can be referred to as ‘PESTEL’ forces [7].A good definition of this framework for analysis is given by Kotler [8], which is â€Å"PEST analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations†. This is also useful for forecasting the direction in which an industry is taking, and the intensity of this change. Factors can be assessed and placed in order of importance, so it is clear to see what external factors are the most pressing issues in an industry.In order to find out information for each of the factors, reliable secondary data sources shall we used, such as newspapers, periodicals, books, trade organisations, Government agencies information, and industry analysts results. Once this kind of analysis is complete, it is clearer to see how to take advantage of arising opportunities, and plan to prevent potential threats that may occur in the industry. The sections below break down the macro-environment into six parts. 2. 1 Political factorsGovernment legislation may dictate what is considered to be organic in a particular country. This report looks at organic food producers in the UK, and this is regulated by the Organic Farmers and Growers Organic Standards [9], and the Soil Association [10]. The Department for Environmental Food and Rural Affairs (DEFRA) states many outlines of what how produce should be grown and the feeding of livestock, in order for in to meet UK Government standards [11]. These standards vary from country to country, within and outside of the EU.This can have a profound impact on the exporting of produce by UK farmers, as what may be deemed as organic in this country, may not be so in another. Relations with politicians need to be upheld, as legislation is subject to change at any given time. For example, it recently has been decided to ban battery hen cages starting in the year 2009 [12]. 93% of eggs in the UK market come fr om battery hens, so once the legislation is fully in place, this will not occur. This will increase competition in the market, as all eggs will now be from free range hens, which may affect the poultry side of the organic food industry.By adapting to meet the new laws now, favourable relations will be kept with politicians, and current organic egg producers will need to find new ways in which to gain market share in what may be an increasingly saturated market. The Government currently provides farmers’ subsidies, but current news from May 2008 shows that the EU is looking to cut the money it provides, and reinvest it with incentives on looking after agricultural land, rather than giving money to help produce more food [13].This may benefit farmers wishing to enter the organic food producing market, as they have extra incentives to convert their land to organic soil, but may hinder those already in the market due to the increased competition, and the lack of money to produce extra food needed to meet demand. 2. 2 Economic factors The organic food producing industry can be largely affected by the UK economy, such as interest rates, exchange rates, buyer power, and consumer confidence, which will all now be discussed in turn.The current ongoing credit crunch, and high inflation has reduced chances of any interest rate cuts, and a real threat of a downturn is present [14]. Mervyn King, the governor of the Bank of England, has previously reported that UK inflation will rise above its target and the economy will sharply slow down [15], which does not mean good things for an industry such as this, which relies on people buying premium quality products.If interest rates are high, then it costs more money to borrow from banks, which deters investment, and may make it harder for farmers to convert their land to organic soil and methods of production, as this is a costly business [16]. This inflation may cause any employees working in the industry to demand highe r wages in order to cover any losses that they are making, which can cause a problem for employers, especially if the industry declines if there is a recession. The credit crunch has also affected housing prices, which have fallen, and a ollapse in these sales have been predicted to cut consumer spending by 8% [17], which will affect the industry. Exchange rates can affect the way UK organic food producers’ export their products, as a strong currency can make exporting difficult, if foreign buyers cannot get a lot of produce for their money. Buyer power can have a strong economical hold over the industry, as disposable income and willingness to spend can affect the sales of premium quality produce, especially as there are cheaper alternatives. The state of the economy affects spending, as if there is a recession, or currently with the credit crunch in the UK, spending falls.Organic food may be seen by some users and non-users as a premium product, so when disposable income is reduced, this may be something which is cut back on in order to use the extra money elsewhere. If people are being more price conscious, new motivations to purchase the produce need to be discovered aside from price. However, many purchasers of organic food do so because of what it stands for, and is a lifestyle choice which may not be affected by a bad economy. Consumer confidence may be dented if willingness to spend decreases. The more affluent a person is, i. e. he higher wages and better lifestyle someone has, the more likely they are to start or continue to purchase organic food [18]. 2. 3 Socio-cultural factors A major socio-cultural factor affecting the industry is the media. A recent heightened awareness of organic food issues in the media has prompted an increase in organic food sales, with a 70% increase since 2002 to ? 1. 5billion in 2007 [19]. There is currently a bit from the media to use the upcoming 2012 Olympic games to promote organic eating, in order to avoid an obesity crisis and to appear a fit and healthy country.This increase awareness of the importance of healthy eating and protecting the country by reducing its carbon footprint can have an effect on consumer attitudes. The effect of the media may change attitudes of people towards organic food, such as the more impetus placed on this industry in the media, means more people are aware of the benefits of eating organically. People may then change their attitudes about the way they eat, and believe that it is worth paying more for the food, even if the economy is not as strong as it could be. Figures from a recent Mintel report [20] show that attitudes towards rganic food show that people believe firstly that the food is healthier, secondly that it tastes better, and thirdly that it is better for the environment. With these belief systems becoming widely in place, the opportunity for the growth of the industry in people’s minds is increased. However, the media may too have a detri mental effect on the industry in two ways. Firstly, there has been bad press saying that the industry is losing its values, and that the industry itself is ‘out of control’ due to an increased demand and people not knowing the real reasons behind why they are choosing ‘organic’ [21].Secondly, increased advertising spend (even though it is relatively low [22]) can draw too much attention to the industry which is not prepared to supply the increased demand. A typical shopper of organic food has been outlined in a survey taken from the Organic Monitor website [23], which identifies them to usually live in an urban area in a big city, consider quality and provenance in decision making when choosing which foods to purchase, being well-educated and of a middle to high social class, and to belong to a medium to high income household.These factors have been determined of the types of people who normally purchase these premium products, and usually fall into the AB consumer base, due to a larger disposable income [24]. Further analysis of recent demographic trends show that the London and the South of the UK are more willing to accept the introduction of organic produce, compared to the rest of the UK [25]. With this in mind, it may be deduced that these areas are more prone for targeting, and further consideration needs to be given to where the industry should go next should these places become saturated with producers. . 4 Technological factors Technological advances in transportation means that the ease of moving produce around the UK is increased. Better roads and an increase in motorways have advantages for farmers to get their produce into busier cities. Transport has however been scrutinised in this industry in recent years if air freighting is used for the moving of food or livestock, but this will be further discussed under the environmental factors section of the PESTEL analysis.The internet has provided new methods of selling organi c produce, such as online shopping, and electronic sourcing of produce to find local organic food suppliers [26]. Looking at figures from a 2007 Mintel report on organic food, box schemes and mail order have had the biggest percentage increase of usage between 2005 and 2007 (109. 2% change in this time period). The ‘box scheme’ comprises of the delivery of fresh organic produce which is chosen because it is in season in the UK at the time of ordering, and many farms have used the internet in order to allow this scheme to take place.For example, Riverford Organic Vegetables [27] allow people to choose different size boxes, and also give information about how much CO2 emissions are given off from the transport of their produce from door to door. This shows the potential for how the increase in usage of the internet can be applied to the organic food industry. 2. 5 Environmental factors National and Global environmental issues can greatly affect the UK organic food produci ng industry, such as weather and climate change respectively. Without the right growing conditions for some organic produce, i. . having good, well-nourished soil, harvesting may not reap many rewards. Last year in 2007, the wettest weather for more than 240 years was recorded in the summer by the Met Office, which obviously had adverse effects on this particular industry [28]. Following this particular summer, it was reported that organic food prices would rise even further than the already premium costs that they have, partly due to the weather reducing the amount of land fit for cultivation in order to grow and harvest organic produce [29].If adverse weather conditions do occur, the supply or organic goods will be reduced further still, which may strongly affect an industry that already has increased demand and not enough produce to meet this. Climate change has gained increasing coverage in the media, convincing more people than action needs to be taken in order to protect the e arth, in particular, the notion of a ‘carbon footprint’. A ‘carbon footprint’ can be described as ‘a measure of the impact of human activities on the environment in terms of the amount of greenhouse gases produced’ [30].This affects the organic food producing industry when organically grown produce is air freighted into the UK. The Soil Association is threatening to remove its stamp of approval from organic food which has been imported by air, as they believe this to be increasing the carbon footprint, and going against the morals that organic food stands for [31]. This change may benefit UK organic food producers, as there will be less competition coming from overseas, but may be of detriment for internal UK flights, if this is how they normally transport their goods around the country.The danger here is that people who already purchase organic food may instead switch to locally sourced produce, be it organic or not, in order to help the local community, and to do their bit to reduce the carbon footprint. There may be an opportunity here for organic food producers to also trade locally, so that people can get the best of both worlds. A benefit of organic produce is that it attempts to ensure that minimal amounts of pesticides and fewer artificial methods are used in the growing of the food.Only 25% of organic food carries pesticide residues, compared to 77% of conventionally grown food [32]. This reduces harm to any soil or wildlife in the area, and is reported to have added health benefits, all contributing to less of a bad impact on the environment from harmful chemicals. 2. 6 Legal factors Legal changes in the United Kingdom may affect the behaviour of firms and producers within this particular industry. Back in 1984, the Food Act was introduced, which outlined the description and purity of foodstuffs, and affected the way in which food could be produced [33].This legal act is still completely applicable today, and is regularly updated, notably affecting organic food producers in how they can describe and label their food. As well as an organic product having to meet UK organic standards, it also must abide by this Food Act when selling to respective buyers, so as not to mislead customers, i. e. it must be what they claim it to be, in this case, organic. A European ruling in 2007 states that for food to be labelled free of genetically modified ingredients, it must contain 0. 9% or less of such elements, which may in turn affect the price of organic food [34].Producers need to factor these sorts of legal requirements into pricing how much they are going to sell their food for. For the past few years, recorded minimum wage has risen, with October 2007 being the last review at ? 5. 52 per hour for workers aged 22 and over, ? 4. 60 per hour for workers aged 18-21 inclusive, and ? 3. 40 per hour for all workers under the age of 18 who are no longer of compulsory school age [35]. These increases may p ose problems for producers who cannot afford to meet these payments, especially if inflation ontinues to rise, and the credit crunch continues to beckon a recession in the financial market. If the producers cannot afford workers to help them look after livestock or harvest crops, this may pose to be a big threat as to whether they can afford to meet the requirements of customers. ? 3. PORTER’S FIVE FORCES The micro-environment is a set of forces that directly impacts the ability of an industry to serve its customers, which were described by Michael E. Porter in an analytical framework as five forces that determine the competitive intensity of a market.This can also be described as the ‘attractiveness’ of an industry [36]. It must be remembered here that even if a market is determined to be ‘attractive, this does not mean that every firm in the industry will yield the same profitability. Only by having uniqueness in resources or a distinctive business model can help to achieve greater profits. The five forces suggested by Porter are the threat of new entrants, threat of substitute products, and threat of established rivals from horizontal competition, and the bargaining power of suppliers, and bargaining power of buyers from vertical competition [37].The strength of these forces combined determines how competitive the industry is, and can determine whether it is favourable to enter. In reference to Porter’s Five Forces, the term ‘industry’ will be used to describe any products which are similar, and are close substitutes for each other. These five forces that affect how competitive the industry is will be discussed below. 3. 1 Threat of new entrants In order to assess the threat of new entrants in the industry, it needs to be assessed whether the barriers to entry in the UK organic food producing industry are high or low.This will be looked at in relation to economies of scale, product differentiation, cost disadvan tages in relation to the capital required, and access to distribution channels, in relation to UK organic legislation. Economies of scale occur when the costs of producing are reduced from making more units, as it is more efficient to increase output. Some organic food producers may benefit from the fact their purchasers may be large supermarket chains, who have the ability to buy in bulk due to the benefits of their economies of scale. Organic food producers an then sell their goods to these chains, who realise that their customers are becoming increasingly aware about the benefits of this quality produce. However, due to these chains being in a position to buy bulk, in order to compete in this market, organic farmers may have to sell their goods at a cut price if the supermarkets want to sell it on to turn a profit. In this case, new entrants may be put off from entering the market if they cannot afford to compete with already established providers of organic food to these main pl ayers.Product differentiation is an issue, as the organic products in this industry are largely homogenous. If new entrants wanted to penetrate the market, they would have to think of innovative new ways for buyers to choose their products over another product which is the same as the one they are offering. This does however mean that producers already in the market may have less competition enter alongside them, as long as the existing producers offer fair prices and top quality food, with well established networks.Cost disadvantages may pose a threat to new entrants, as a large amount of capital is required in order to enter the market. Firstly, modern agri-technology is expensive to purchase, and the largest cost of deciding to produce organic food is the conversion of land [38]. In order to convert land so that it meets the UK Organic standards requires a great capital investment, which is one of the reasons why the supply is still short. This may put off potential entrants to t he market if they believe they cannot afford to make their land meet national requirements.These national requirements are subject to change, so barriers to entry can be heightened or lowered at given times, depending on what is decided by the ruling bodies. This may also affect international entrants, as national standards vary in different countries. What is seen as organic in one country, may not meet the requirements in the UK, so producers may be protected from further competition in that respect. For example, new regulations in Japan caused the majority of products to lose their organic status [39].This also ties in with access to distribution channels, as UK producers may be fighting for space on supermarket shelves or stalls in a local farmers’ market, and only the best will survive. Even though supply is short, a limited amount of space is still given to organic produce, which on one hand may deter entrants into the industry, but equally may give some producers wishi ng to enter the market a bigger incentive to increase awareness about organic produce, and try to meet that supply in innovative new ways. 3. 2 Threat of substitute productsSubstitute products are products which can fulfil the same function, but from a different industry. In the case of the organic food industry, substitutes can occur in the form of different kinds of eating, or fad diets, such as calorie-counting healthy eating, and or locally sourced conventional produce. First to be discussed is reduced-fat and reduced-calorie food, which may appeal to the organic food shopper. If people are buying organic food as a misunderstanding of what it really is, and do so for the health benefits, then they may switch to specific ‘healthier eating’ options, rather than organic food.This threat however has been reported to be minimal at the moment, as figures in a Mintel report from 2007 on organic food show that organic food is experiencing a much greater growth than reduced calorie options [40]. The reduced-calorie options, as well as functional foods, still continue however to rise in popularity. Locally sourced conventional produce also poses a threat to the organic food industry, as some people may choose to support local farmers rather than to choose organic produce.This is especially difficult on the organic food industry, as more farmers may decide not to convert their land to organic if people are more willing just to buy conventional locally produced food [41]. This threat may encourage organic farmers however to sell produce locally, so they are covering both segments of their target market. An example of this threat is posed by milk, as demand for organic milk far exceeds the supply, so people are facing the dilemma of having to buy non-organic locally sourced milk, as this is a necessary substitute for people buying milk in the premium market [42].Organic food may be seen as necessity to some, but to most it is a luxury, and conventional foo ds can replace the premium priced, undersupplied organic food. 3. 3 Threat of established rivals The simplest rival in this industry may be seen as people who grow their own organic produce in their garden or local allotment. This reduces the need for organic farmers to sell their produce to consumers, and this has the potential to reduce the need for them to sell, as it may be cheaper for people to grow their own. Aside from this threat, there are other forms of competition within the industry.Rivals in the industry have different ways of competing against each other, including varied forms of price, marketing strategies, and innovation techniques. Firstly, a sustainable competitive advantage can be gained through the innovation from producers in the industry. For example, organic farmers may decide to provide their goods only to local outlets and consumers, which increases the likelihood of people wishing to buy products which are organic and sourced locally. This can provide a co mpetitive advantage over organic producers in the UK who have a larger carbon footprint by delivering their products across the country.Competitive rivalry may continue here as more competitors enter the market to satisfy the growing demand for organic produce. As new entrants penetrate the market, it needs to be increasingly thought of new ways to differentiate products, as the nature of the produce in this industry is largely homogenous. There is not a large diversity of competitors, as organic produce is the same from one farmer’s land to another, so competition will be high in order to get people to choose one farmer’s particular produce.This is also true when considering who will purchase this food, as supermarkets are increasing their ranges of organic food, so competition to get produce chosen to be sold in these will be high [43]. If a supermarket already purchases a particular farmer’s produce, it may be difficult for other competitors to penetrate the market if customer loyalty already exists, so new ways of doing so will need to be thought of, such as competing on price. This, however, will only be possible to a certain extent, as a profit still needs to be made by the producers in order to continue their business.Existing firms may compete in this industry through diversification of how the produce is offered, as some farmer’s may set up a market stall or store in order to deliver their produce to the consumer. An advantage of this is the added convenience to consumers of having a place they know they can go to in order to source locally produced organic food. An example of this is the ever increasing popularity of the chain ‘Planet Organic’, which is continuing to expand upon its outlets in urban areas in London, so that people don’t have to live in rural areas in order to get there organic food [44]. 3. Bargaining power of suppliers There is an estimated 4630 producers in the organic market who have converted their land to organic soil, and this is ever increasing [45]. Even though this is still increasing, it is expensive to convert conventional land, so this may be one of the reasons for a relatively low number of suppliers in this industry. This section focuses on whether suppliers in the organic food producing industry have high or low amounts of power over the happenings in the industry. The brand of organic food may be seen as powerful, as there is a high consumer demand for these products.This gives the suppliers the added advantage of being able to choose how and where to supply their produce. However, even though this increases supplier power, the customers for their produce are fragmented, so there may be a reduced bargaining power over price, as there is only so low that producers are able to offer their goods for. Organic food in itself is a unique offering, which gives an alternative to conventionally produced food, and can satisfy the needs of particular consumer groups who crave quality and are concerned with the provenance of what they eat.This allows suppliers to have a greater power over the conventional or locally sourced produce, as organic food is seen as a lifestyle choice and not just one of convenience or necessity. Figures from Mintel show that 65% of people shop in supermarkets where the food is of high quality and is fresh [46]. This choice from consumers gives suppliers the added advantage of being able to provide a service that people actually want. 3. 5 Bargaining power of buyers The bargaining power of buyers in the market can have a great effect on the industry itself, which will now be outlined in terms of how much power they have over the industry.Buying power may be deemed to be relatively low in some respects, but high in others in this industry for a number of reasons. With an increase in demand for organic produce, a large amount of buyers are competing for a relatively short supply of food. This may mean they are wi lling to pay higher prices for the produce, due to its availability being decreased. This supply shortage was outlined in The Grocer, which shows sales were up to ? 3. 1billion when they reported in March 2007 [47]. However, few large buyers, such as large chains of supermarkets, may have an increased buyer power due to suppliers wanting their goods to be sold in these stores, as they can ensure produce is sold via a contract for a certain period of time. This reduces uncertainty for suppliers, and ensures less food is spoiled. The fact that this industry contains a large number of undifferentiated suppliers may mean that buyers have more power over who to choose to supply their produce if there is a large amount of suppliers in that particular area.The cost for buyers of switching suppliers for produce is very low, which further still increases their power, assuming that there is an appropriate amount of supply existing. Buyers are aware that there is a shortage of supply of organi c produce, so this may give them less power over suppliers, and over the industry in general. It has been previously mentioned about the increased demand over supply, so buyers may have to pay the prices being offered to them by suppliers if they want this non-conventionally grown produce.Buyers may also have higher power in some respects due to existing substitute products, which have previously been discussed. There is an opportunity in some cases for people to switch to locally sourced conventional food, rather than organic food. This can increase buyer power, if they decide to refrain buying organic food altogether, which may force producers to reduce their prices, or just to exit the market. ? 4. CONCLUSION 4. 1 The industry at present Looking at the information which has been discussed in the 2nd and 3rd sections of this report, deductions and analysis can be made about the industry at present.In its simplest form, the UK market for organic food is reported to be worth ? 1. 5 billion in 2007 [48], and this is continually growing. Issues affecting the macro-environment include current Government legislation managed by the Soil Association and the Organic Farmers and Growers Association, buyer power and spending habits in the organic food industry, effects of the growing media attention on the industry itself, new ways to sell produce, and environmental concerns facing producers. Issues ffecting the micro-environment include the threat of new entrants joining the industry due to a lack of supply and an increase demand, substitute products being present such as locally sourced produce, established rivals having better distribution links, suppliers having increase amounts of power due to the increased demand from consumers, and the buyers having relatively low power due to the lack of supply. This is a small summary of how the industry can be seen at present, and from looking at the information collected, there are various reasons why it may or may not be a favourable market to enter.The fact that demand is high but supply is low is a good reason for wanting to enter the market. This would imply that any produce made would be easily sold, and suppliers would be in a better position to bargain on higher prices, as they are well aware of this demand. However, there are issues in being able to enter this industry. The initial outlay costs are high, as it is expensive to convert land into what is considered to be organic, to buy new technology required to grow and harvest produce in the methods stated by the necessary authorities.It may then be difficult to sell produce in certain areas if people do not agree with the transportation used to get the produce there in the first place. These are factors that need to be taken into consideration when looking at the industry at present, but with expansion set to continue, if the capital is available, it seems favourable to enter. 4. 2 Future changes Increased acceptance of organic food means that the future of the industry looks good for the moment.People are beginning to accept organic produce into their everyday lives, and with reported health benefits of switching to these products, sales are increasing, with analysts predicting that sales will double before the end of this decade [49]. Increased awareness in the media and new studies into the goodness of organic produce is driving sales and increasing demand. The notion of ‘eating well’ is of key importance to the Government in what they suggest to avoid an obesity crisis in the UK, and organic food may be seen as a way of doing this.However, it must be remembered that the future, as with any industry, can be uncertain. Factors that must be faced and planned for in the future include bad press in the media, substitute product switching, and a change in legislation. If the media publishes bad press about whether there are really any extra health benefits from paying extra for organic food instead of conventi onally grown food, the demand may fall and substitute products used instead.Products such as locally sourced food are fighting for advertisement space in the media also, so people may switch to this in the future in order to protect the earth, and reduce their carbon footprint. This can all be affected by the hype that is created in the media at that particular time. Standards in legislation are also subject to change, and if this is to change in the future, it may be the case that fewer farmers can afford to convert their land into organic soil, which will reduce the supply of organic food further.If this occurs, the popularity and publicity of this industry may decline. These are issues that need to be kept in the forefront of the industry’s mind, and plans to avoid this, such as proving the benefits of switching to organic produce, need to be made. ? 5. APPENDICES 5. 1 Critique of tools and research limitations 5. 2. 1 PESTEL framework Advantages are listed below: †¢A llows the analyst to remove themselves from the industry and look at it more objectively by adapting to the new environment †¢Can avoid taking actions that will lead to failure Can see the context of the industry Limitations are listed below: †¢Time consuming †¢Is done by an individual, so important factors can be missed †¢May be difficult to know what to include under each heading, so hard to follow by other people reading the report †¢Industries are constantly changing, so once it is written, it may have already changed †¢PESTEL analysis only covers the remote environment 5. 2. 2 Porter’s 5 Forces Advantages are listed below: Can effectively analyse competition in an industry, and help decide how to beat competitors †¢Develop strategies for action from the information found and apply them to gain market share in an industry †¢Looks beyond obvious immediate competitors, and focuses on substitutes to the organic produce being offered â €“ wider market view Limitations are listed below: †¢Also is carried out by an individual, so things relating to competition in the micro-environment may go unlooked †¢This analysis is a static framework, and the industry is constantly changing, so it may not be applicable immediately after it has been writtenThese limitations imply that a strategy cannot be made just by looking at this report alone. 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