A marketing plan to regenerate the area around Aberdeen Beach Essay

A marketing plan to regenerate the area around Aberdeen Beach - Essay Example Internal marketing audit, external marketing audit, competitor analysis as well as marketing review of the beach has been done in order to make the area attractive for the locals as well as visitors. Mission Statement The purpose of the tourist beach will be to provide an everlasting experience for the visitors of the beach by exposing them with clean and calm environment, latest adventure sports and activities, leisure areas, top class restaurants and nice places to hangout. The beach will be serving all demographic categories starting from kids, teenagers, youngsters as well as adults, professionals, middle aged and senior citizens. There will not be any gender bias and equal opportunities will be provided to men and women in terms of activities and events (Nimwegen, et al., 2008). The beach will be established keeping in mind the environment and local surroundings. The beach will also use latest technologies to keep the pollution and wastages at bay and will make sure that least a mount of wastes are dispersed in the surroundings (Fuchs and Diamantopoulos, 2010). Corporate objective The major corporate objectives of the beach authorities are as follows; 1. Tighten the security of the beach and its surrounding areas so that the trust of visitors and tourists on the beach safety is re-established. 2. Re-position the beach and its surrounding areas as a favourite destination for serene and pollution free holiday. 3. Increasing profitability and return on investment of the marketing and advertising strategies by ensuring proper monitoring and strategic implementation. 4. The corporate vision for the beach will be to provide their customers with the best holiday destination experience from beginning to end, with attractive environmental sites and engaging activities. Internal marketing audit Current situation At present, Aberdeen beach is going through a difficult situation. There has been a decline in number of visitors, especially the locals. Off late, the beach authorities have been criticised for growing unhealthy environment. The area surrounding the beach is not cleaned properly, leading to a garbage land. This has accelerated the growth of mosquitoes and other flies in the corners of the beach. Also, people have started complaining about the pungent smells because of the growing wastes. Another blow to the safety of the beach was done when a dead body was found inside the beach complex. The flow of visitors reduced drastically after the incident. Usage and facilities Currently, the beach is primarily used for walking, surfing and windsurfing. The beach is actually an array of many attached beaches, each having specific qualities and attractions. Thus, while few beaches are mostly used for walking and sigh-seeing, others famous for their high tides and surfing. The beach also has a popular amusement area. Apart from this, the beach is also surrounded by restaurants, cinemas, condones and parks. The Aberdeen beach is actually a part of the Queens Link which is famous for various other attractions such as amusement park, cinemas, restaurants, shopping centres and more. External analysis In order to do a macro and micro environmental analysis a PESTLE analysis of the Scotland tourism is done here. Political Scotland falls in the category of developed economies. Political situation is stable in Scotland. The major

Independent Film Analysis Movie Review Example | Topics and Well Written Essays - 1750 words

Independent Film Analysis - Movie Review Example This film veers away from the Hollywood norm in several ways, first with the dark, fast-paced cinematography, second with graphic use of violence and language in the story telling (McCarthy). The film explores the darkest reaches of human nature and how one radical event can change all facets of the relationship between men. In the first scene of the film, all of the participants in the heist are seated amicably around the Formica table of a small diner having a discussion about the meaning behind Madonna's "Like a Virgin". The film quickly segways from that to Mr. Orange and Mr. White driving to the team's appointed meeting place, an abandoned warehouse. It's now after the botched robbery and Mr. Orange is shot in the stomach, dying (Tarantino, Reservoir Dogs: Final Script). The warehouse gives the film a dark isolated, almost claustrophobic feeling, despite its large size and vacant interior (McCarthy). The claustrophobia of the place lends more to the mounting paranoia between the characters. The paranoia concerns who in the core group to trust and who not to trust in the search for the person who ratted the thieves out to the LAPD. The solitude of the warehouse, its isolation from the world outside isn't broken until the final shootout, when everyone is dead except Mr. White and Mr. Orange and the p olice finally arrive. The world inside the warehouse has its own rules, the consequences of breaking the laws of the outside world nothing more than passing thoughts. Here, there is no real fear of the actions taking place inside incurring the attention of the police until the very last moments of the film. Team members are shot, a policeman is tortured, and various loud arguments take place with seemingly no regard from the outside world. Throughout the film the audience is aware of the nearby police reinforcements ready to storm the warehouse when their target arrives. Even though you're aware that they're out there watching, when the characters are inside the warehouse, eliminating each other, the police still feel very far away. The relationships between the characters are very interesting without being overbearingly complex. Mr. Pink is the catalyst for the continuation of the action. He's nervous, paranoid, and very focused on remaining "professional" throughout the entire ordeal (Huntley). He is the first to arrive at the warehouse after Mr. White and the mortally wounded Mr. Orange and brings with him the idea of a rat among the group of thieves. His paranoia spreads to the rest of the group as the remaining members slowly filter in following the botched heist. In addition to infusing the group with his paranoia, he also serves to diffuse several potentially violent situations, specifically between Mr. White and Mr. Blonde who both prefer to solve their issues with their guns (Huntley). The opposing sides of his character bring an increasing amount of tension to the film as Mr. Pink interacts with the other characters. Mr. Blonde is somewhat of an enigma. Throughout the film's progression he is characterized as a psychopath by Mr. Pink and Mr. White. He demonstrates these tendencies as he kidnaps a police officer and then tortures him needlessly. The torture of the officer is one of the most brutal scenes in the film and it is also one of the elements that set this film

Ethics in Information System Research Paper Example | Topics and Well Written Essays - 1000 words

Ethics in Information System - Research Paper Example She knows that the music company will charge her for using the same music in the other restaurant but she still does not inform the music company. Music is something which will be used as an attraction for the restaurant. It will have a soothing effect on the customers of restaurants. But still Alison is not ready to pay for the music. This is extremely wrong because she is earning profits from the music. Ethical issues like these are very common in the realm of Information Systems. Technology has made our lives easier but we do not understand that this technology is not to favor ‘us’ only but it is for everyone (Warren, M. 2006). The technology is not for us to misuse. Taking someone else’s right in the name of technology is not justified. Awareness is what is lacking in this case. Alison thinks that it is not a big deal to copy the music from one restaurant to another. When faced with an ethical dilemma proper awareness is needed. Moral decision involves ignoring once interest and doing the right thing. Everyone cannot just think about himself or herself. We have to think with the perspective of everyone involved in the dilemma and only then a correct decision can be taken. In this case Alison should contact the company from which she has purchased the music and ask their permission before using it in the second restaurant. Only after the permission of the company she can use the music otherwise not. One can understand her desire for cost cutting so she can request a discount from the company but she cannot just use it without their consent. Stake holder theory says that ethical issues should be resolved by keeping in mind the interest of all stakeholders without violating anyone’s right (Smith & Hasnas, 1999). This theory can guide Alison in this case. She can make a decision keeping in mind the interest of all stakeholders involved in the decision, namely herself and the music company. As

Money and Success Essay Example | Topics and Well Written Essays - 1500 words

Money and Success - Essay Example As the United States has never had an aristocracy and thus is better able to recognize that the contingent conditions of birth are not all that are determinant in how one will fair in life. The concept of the American Dream has had many detractors, most dreams do. The condemnations that beset the American Dream typically utilize one of two strategies: 1) the lavish materialism sought is spiritually destructive and the obsessive worship of the dollar borders on the cult-like, 2) the American Dream betrays certain disenfranchised groups by feeding them false hope about the existence of a meritocracy. Dana Gioia, current chairman of the National Endowment for the Arts, writes a poem entitled "Money" that examines the many metaphors that we use to describe what it is and how we use it. In understanding our obsession with the dollar his poem offers some insight into its power and hold on us. In another work, Harlon L. Dalton, author of Racial Healing: Confronting the Fear between Blacks & Whites, discusses the destructive capacities of the American myth in an essay titled, "Horatio Alger." In examining these two works this paper will reveal that how we use the myth of the American Dream is just as important as the dream itself. In the epigraph to the poem, Gioia quotes Wallace Stevens's line, "Money is a kind of poetry" (Gioia) If we think of poetry as a kind of writing which attempts to impress images on us through, symbols and metaphors rather than through explicit means, then money might be a sort of symbol or metaphor which conveys its own images and metaphors of the American Dream. In the first stanza Gioia lists a number of euphemisms and sobriquets that refer to the materiality: its color, shape, and texture. The next stanza describes some of the things we are required to do with it. One aspect of success is having money, just having it. Gioia highlights the metaphors we deploy to express the annoyance of having it to spend on necessities like rent, insurance, and the dreaded car payment (or even worse car repair). We "Chock it up, fork it over, shell it out" (Gioia, line 4-5). In this regard we are put in a double bind by the nature of success in America. Not only are individuals pressured by exter nal forces to seek monetary compensation to afford a nice house, a fast car, or designer clothing; but, within us is constructed a sense of remorse at spending money on those things, which society suggests we should need anyway. The subsequent stanza illustrates what money can do for us. It can get us through problems, sometimes through illicit means, and it can make us comfortable. Making ends meet is often considered the baseline of success in the American Dream. If that is all one can do, then he or she is not making enough-but it is a start. Part and parcel of that dream is being able to get through the day, the month, and one's life by whatever means necessary. This imperative to persevere despite odds is an integral portion of the American popular psyche, and is more developed in the work of Horatio Alger as discussed by Dalton. Dalton is critical of the myth insofar that it presumes certain features about American society that are not actually realized in his estimation, name ly

Example of an Compare and Contrast Essay Example for Free

Example of an Compare and Contrast Essay My grandmother and I are like dust and dawn, complete opposites. We have different points of views; we come from total different generations; we have different interest. My grandmother was born in Atlanta, GA and married at a young age. She and my grandfather later move up to Jersey City, New Jersey when she was pregnant with my eldest aunt. Life was a lot different in the 1940s than it is now. After sitting down with my grandmother, talking to her about different stuff made me see her in a new light. I spoke with her about how the music was then and now was different. She grew up in a Christian home, so all they listened to was Gospel. I asked her â€Å"what do you think of the Gospel music today?† She answered â€Å"I’m not a big fan of it but I only listen to Mary Mary before I would listen to anything else. They add too much into it and think that because you say God or Jesus it’s a Gospel song. Mary Mary are true Gospel singers.† So, I asked her about the Gospel music that she grew up with, and she had a twinkle in her eye as she explained it to me. She truly loved Gospel from the 1950s to the 1980s. she explained how they had a true meaning and how they had a true message. Technology from then and now is really different. My grandmother declared that their television’s looked like big boxes with a screen on them and cameras were huge. Now, in the 21th century, we have flat screen TV’s and small cameras that can fit in your pockets and can print wirelessly from the printer. Phones were all wired and you couldn’t really move around the house with it; presently, we have wireless cellular phone that you can contact someone from half way around the world without an issue. The environment was a lot safer than it is today; also, that prices were more affordable than they are, that’s why more people are depending on public assistants. My grandmother indicated that you could walk in the grocery store with $20 and leave out with about 35-40 items. As of now, you walk in the grocery store with $20 walk out with 3-5 items. During the 1960s the environments setting weren’t as bad as they are now. The crime rate isn’t as high as they are now. That’s why she chooses to leave out early in the morning to run arranges because she feels safer. The generations has changed and progressed in different ways. Things were easier than they are today. Before you don’t really worry about much, now some people fear to leave the comfort or their home. Maybe if I was alive during that time, I maybe would have gone through as much as I am today. If you had a chance to live in that time zone, would you?

Teamwork Essay Example for Free

Teamwork Essay Andrew Carnegie – a famous businessman, the King of Steel once said â€Å" Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives. It is the fuel that allows common people to attain uncommon results †. Some people like to work independently, while others would prefer to work in a team. Is it more important to be able to work with a team or to work independently? Depending upon different personal traits and working environment, people will have different answers to this question. However, working as a group to complete an assignment and working alone to complete the assignment seem totally opposite. One obvious difference is working method. When you work alone, you can do everything in your own way. You can work independently without having to depend on other peoples opinions. Moreover, you have to make a clear plan for your work as well as arrange your time to finish the assignment logically to achieve the best performance. In contrast, when you work in groups, work will be assigned specificly to team members, each member takes a different job. Team work requires effort of all members, if a member doesn’t accomplish his job well, it will affect the work of all group. Each member oneself should understand that one person is a part of team but not separate individual. In addition, helping each other to complete progress of work is necessary though that task is not belonging to one’s job. The final result is all team’s efforts. Therefore, teamwork requires all member must have a sense of responsibility for their work. The second difference is working result. Admittedly, working in groups will much more efficient than working individually. The most effective team are able to solve complex problems more easily than one person can, for many capable minds are brought to bear on an issue. Having a team involved in a certain task is more productive than assigning it to only 1 person. Together, they can brainstorm their ideas and discuss the possible outcomes of each. Two heads are better than one. A group working in tandem will always provide better, faster results than an individual working alone. An other importance difference is your benefit when you choose to work in groups or work alone. When you work alone, you can improve your dependence because no one can help you. According to team work, you can learn many merits from others and improve your disadvantages. Some people have a great attitude to solve many difficult problems, like patience and honor. Additionally, when you work in a group, you also have a chance to express your ideas and have the comment from others. It’s the good way to improve your presentation skills and certainly your knowledge also. That is why Henry Ford rightly said â€Å"Coming together is a beginning. Keeping together is progress. Working together is success†. In summary, although teamwork and individual work have something different, these two skills are always important to us. Having work independent skill, you always gain initiative and make yourself decision in your work or own life. Meanwhile the teamwork skill help the team collect original various ideas from different individuals and finally reap the fruit, especially you also learn useful experiences from other members. In order to live and work well, the above skills are two practical and effective.

What Is Sustainable Packaging Environmental Sciences Essay

What Is Sustainable Packaging Environmental Sciences Essay In this section I am looking at current views and definitions of the industry on sustainable packaging. An article from the Sustainable Packaging Alliance claims that: There is no clear understanding internationally, about what constitutes sustainable packaging. Policy initiatives have tended to focus on resource and waste reduction and recycling, for example the current European Packaging Directive. (Sustainable Packaging Alliance, 2002) This is backed up by the Federal Trade Commission who justifies this with the fact that sustainable packaging is a fairly new factor for the environmental considerations for packaging. (Environmental Marketing Claims, 2011) There are a few approaches here that are worth considering to define sustainable packaging. Sustainable packaging is defined by The World Commission on Environment and Development as: Developments that meet the needs of the present without compromising the ability of future generations to meet their own needs (World Commission on Environment and Development, 1987) What they are meaning by this is sustainable packaging can only be sustainable if at the last stage of the design cycle when the packaging has fulfilled its primary function the user can reuse the packaging for a secondary function which this in turn will decrease the environmental and ecological footprint. Jedlicka (2009) believes that you just cant tunnel vision yourself down to the final product you have to have a look at the whole picture of supply chains; from simple design functions, to marketing and all the way through to the conclusion of its life cycle then back to its rebirth. The European Commission talks about how sustainable packaging will require more analysis and documentation to look at the actual package design, the materials that are used and the whole picture of the packagings life cycle. (Environmental Marketing Claims, 2011) Bolyston (2009) has a different view and he belives that sustainable packaging dependant on the amount of sustainable energy used in each stage of the packagings life cycle. The term life cycle means the product goes through a series of stages that mold and develop the product. The life cycle would consider all of the factors from the raw materials to how its manufactured, leading onto how its distributed which finally guides it to the use and disposal of it. Throughout all of these stages there would be various transport methods used to move the product onto its next stage. To summarize all of these steps and stages is called the life cycle of the product. It is essential to look at the life cycle of packaging in order to ascertain areas and opportunities in which the packagings sustainability can be improved. Figure 8 is a diagram of the packagings life cycle from The Sustainable Packaging Coalition; this diagram aims to provide guidelines and principles for the development of sustainable packaging. The Sustainable Packaging Coalition claim that they have set themselves the mission to advocate and communicate a positive robust environmental option for sustainable packaging through functional packaging materials and systems that endorse economic and environmental supply chains. The Sustainable Packaging Coalition characterizes sustainable packaging as follows: Is sourced, manufactured, transported, and recycled using renewable energy Is physically designed to optimize materials and energy Meets market criteria for performance and cost Maximizes the use of renewable or recycled source materials Is beneficial, safe and healthy for individuals and communities throughout its life cycle Is effectively recovered and utilized in biological and or industrial closed loop cycles Is made from materials healthy in all probable end of life scenarios Are manufactured using clean production technologies and best practices. (Sustainable Packaging Coalition, 2010) Figure 8. Diagram of packaging product life cycles The diagram above shows the process and steps involved for packaging. It starts at the raw materials and goes to the end user. Each step in this cycle requires a form of energy but according to Boylston there are ways to cut this and reduce the amounts used. Sustainability relies on lots of different factors involved at each of these stages; these factors need to be identified in order to address them with the correct measures. For example if we look at stewardship, this is vital for helping to safeguard the environment and protecting the employees that are extracting the materials. The less distance the materials can travel in the life cycle the better, because this will mean it has taken less petrol on transportation. If we look at another aspect of using renewable energy at each stage this will add to make the packaging more sustainable. Reusability and recycling systems or compostability of packaging can additionally enhance sustainability. (Boylston, 2009) Figure 9. Diagram of packagings upstream and downstream impacts. If we take a look at the packaging product life cycle in a linear view we can additionally distinguish between upstream impacts from the extraction of the raw materials until the packaging is passed across to the consumer which is the downstream impacts, these are considered to be the impacts that occur through using the packaging and the steps leading to the end of its life. An example of this is the amounts of energy required for the recycling process at the end of the packagings life. The different recycling methods used are composting, littering, and other possibilities are waste-to-energy plants which means energy can be produced again from the waste product. A life cycle assessment is commonly used as a tool to analyse the life cycle of packaging. The aim of a life cycle assessment is to compare the full range of social and environmental damages, which can be identified to products or services, so least troublesome one, can be selected. There are lots of different types of life cycle assessments know with different scopes. The scope varies from cradle to gate to cradle to cradle approaches and furthermore there are types such as the LCA process that addresses the environmental inputs and outputs compared to other approaches that address the economic inputs and outputs. Now that I have described the packaging life cycle, we furthermore need to mention that companies such as 3M or Wal-Mart are currently developing their own definition or guide lines that drive sustainable packaging within their supply chain. Wal-Mart claims, its primary target is to be packaging neutral by 2025, this means that all packaging recovered or recycled at their stores will be equal to the amount of packaging used by the products in the shelves. Wal-Mart has introduced a set of guiding principles called the Seven Rs to help them achieve their target. These Principles are: Remove, Reduce, Reuse, Renew(able), Recycle(able), Revenue and Read. Relative to this Wal-Mart have introduced a packaging scorecard, this is a measurement tool that allows suppliers to evaluate themselves relative to other suppliers, based on specific metrics. The metrics in the scorecard evolved from a list of favorable attributes announced earlier this year, known as the 7 Rs of Packaging. (Wal-Mart, Sc orecardmodeling.com, 2009) 3M uses Packaging criteria in collaboration with the Environmental Protection Agency, this is much the same as Wal-Mart. 3M have set minimizing packaging waste as there top aim and they are have now realised that the most waste is coming from unused raw materials, this is not just bad for the environment but is not very economical. 3M began by attempting to eliminate as much waste as possible through pollution prevention, and then the remaining waste was reused, recycled, converted to energy, or incinerated to create new energy. Regardless of the packaging life cycle assessment, there are related analytical methodologies such as ecological footprint, which is calculated by comparing the biological resources available in a given region to resource demands of a population. The network of users of the Global Footprint Network has developed standards. The standards are available on footprintnetwork.org in order to help to address calculation nuances, including conversions, measure of land/sea parcels, addressing nuclear power, varying data sources, import/export data and biodiversity among others. (Global Footprint Network, 2012) Another well-known footprint is the carbon footprint, which represents a subset of the ecological footprint and of the more comprehensive life cycle assessment. Laws and Regulations that effect packaging? Regulations are there to give companies a target or a direction to head towards. There is directive 94/62/EC set by European Commission Environment that is aimed to harmonize packaging waste, on the one hand trying to stop or prevent the damage of packaging to the environment and on the other hand they dont want to restrict or distort the competition within the community. It also contains provisions on the prevention of packaging waste, on the re-use of packaging and on the recovery and recycling of packaging waste. (European Parliament and Council Directive, 2010) These regulations or directives have focused on waste reduction and resources but they have failed to look at the social impacts of packaging. Boylston points out that we have a bigger problem to overcome before we more towards more sustainable packaging and that is with todays companies growing in size there is an inclination towards specializing, this only breaks up the different departments and isolates them. So the different department end up very incoherent with each other so they lose the connectivity between all the sectors. An example of this would be the packaging designer working next to the graphic designer, this is so they can communicate and work as a team. Materials Sustainable packaging relies upon the correct material choices. I will be conducting an investigation to look at the quantities of packaging waste along with the variety of materials that end up as waste. In addition to this I will expand and do further research on paper and plastics. Looking at the solid waste report from 2010 from the European Environmental Agency it is clear to me that out of 250 million tons of waste 30% is from containers and packagings and this is before recycling. The second pie chart indicates that paper and plastics biggest supplies to waste. Figure 10 Figure 11 The recycling and composting of packaging prevented 85.1 million tons of material away from being disposed of 2010, up from 15 million tons in 1980. This prevented the release of approximately 186 million metric tons of carbon dioxide equivalent into the air this is the equivalent to taking 36 million cars off the road for a whole year! (European Environmental Agency, 2013) Paper The consumption of paper on a global scale is more than 350 million tons per year, that is a massive 1 million tons per day and if it takes roughly 17 trees to make one ton of paper. So its not unpredictable that the paper industry are accountable for about 40% of commercial harvesting of wood, and now trying to terrorize the last few rainforests which contain and provide a habitat for the endangered species. Jedlicka states, The paper industry is the fourth largest greenhouse gas contributor among manufacturers and a huge consumer of energy. Furthermore the paper production is associated with toxic bleaching procedures. (Jedlicka, 2009) The benefits far outrun the bad points of paper. Paper is a very versatile material; this is why it is used for packaging. The added benefits for using paper as packaging is its lightweight and easily printed on and yet it can do all this and still be durable and are easily recycled. There are more alternatives for what paper can be made from it doesnt have to be wood it can be made of hemp, kenaf straw, switch grass and it can be made from a variety or pulped fibers from plants. As bloylston describes about the massive quantities of paper that out there in the world, all of which require a high level of post-consumer waste (PWC) paper stock choices should entail the biggest priority. Paper can be recycled up to seven times. (Bolyston, 2009) One tonne of recycled paper will save seventeen trees, seven thousand gallons of water, three cubic metres of landfill space, two barrels of oil and four thousand one hundred kilowatts of electricity. The recycled paper uses sixty percent less energy to produce then ordinary paper; the energy saved would be enough to run the average home for six months. (Statistics from Recycle bank.com, 2013) In order for there to be more paper packaging, the designers have to support this. The Environmental Protection Agency has made some recommendations which will help to make packaging more sustainable, these recommendations are to use less material, eliminating toxic constituents and making it more readily recyclable (Environmental Protection Agency, 2013) Plastic Plastic packaging plays a huge role in today society, you can see this when walking around supermarkets and the selves are full of plastic containers. The word plastic is the common name given to the synthetic organic polymers. As defined plastics are usually made from high polymer mass they can contain other materials to make it cheaper or to improve its performance. There are two main types of plastic, thermosetting and thermoplastics. Thermosetting plastics can only be heated up and shaped once; because once they go cold they stay solid. Unlike Thermoplastics, which soften and melt when around enough heat, these can be shaped multiple times when heat is applied. Jedlika says that plastics have many benefits such as it is lightweight, durable, provides a gas and moisture barrier and can sometimes retain its recycling value. (Jedlika, 2009) The reason plastics are so popular is because its versatile and easy to manufacture with it is also is unaffected by water. A down side to plastic is the additives used can make the plastic toxic and materials flow is for downcycling instead of true recycling. The recycling rate of plastic has stabilized at around 25%, but this isnt an adequate amount compared to the amount that is newly produced. One ton of recycled plastic will save about five thousand seven hundred and seventy four Kilowatt-hours of energy, six hundred and eighty five gallons of oil and about thirty pounds of air pollutants. (Statistics from Recycling Bank, 2013) There is a new alternative to petrol-based plastics, which is more environmentally friendly plastic called bioplastics. These plastics are biodegradable and are created from renewable sources such as potatoes or beets and corn. Boylston argues, nevertheless, bioplastics also need the facilities for collection and must not derive from needed food sources (Boylston, 2009) There is a huge quantity of materials that could be used for packaging. There is so much information about new packaging materials and the different technologies available that there are dedicated websites and forums full of up to date information and regulations. To wrap up this section I have come to the conclusion that sustainable packaging is not just about the materials its made from but you have to look at the bigger picture just as Jedlika states If a designer just picks a random material out of his or her list of magic green materials and doesnt actually know why the material is environmentally friendly, or even how it is applied correctly, then the replaced material can cause impacts far worse. (Jedlika, 2009) Case studies and Primary research I have selected to do my case studies on these companies because they show how different sized sectors either contribute or counteract sustainable packaging. The aim of this section is not to compare to determine a 100% sustainable packaging but to look how their business delivers profitable value, the environmental improvements and customer satisfaction. Firstly, Waitrose supermarkets are a food retailer in England; they have been part of The John Lewis Partnership since 1937, the first Waitrose supermarket opened in 1955. Waitrose is one of Englands leading supermarket retailers employing over 37,000 people. Waitrose has a total of 280 branches throughout England, Scotland and Wales. Locations range from high streets to the edge of towns; the stores vary in size too. The company is dedicated to offering quality, value and customer service. In terms of packaging Waitrose has aimed to reduce food packaging by fifty percent by 2016/17, based on like for like usage since 2005. (John Lewis partnership.co.uk, 2012) Secondly, Innocent is a drinks company based in England and was founded in 1999. The companies main business is from making fruit smoothies, a selection of fruit juices and vegetable pots, all of these products are all sold in a wide range of supermarkets and tearooms nationally. Considering the company started at a music festival, they have grown substantially over the years and are now expanding into the European market. They have set their targets high when trying to be sustainable; they have achieved this by infusing sustainability into the packaging from the beginning. The company also likes to act ethically in all areas of the company. (Innocent drinks, 2012) Conclusion Within the argument of this dissertation I have tried to produce an evenhanded discourse on the implications of sustainable packaging with both positive and negative views. The research has indicated that there is enough evidence for sustainable packaging to be used in companies furthermore it will also benefit the environment and society. The research question I set out to answer was is sustainable packaging viable given the current economic and political climate.