The Beauty of the Nightingale Essay Example for Free

The Beauty of the Nightingale Essay Closing â€Å"The nightingale and the rose†, I feel really impressed by the small bird in the tale with its beauty. The nightingale is the embodiment of love and greatness. When seeing the student’s trouble, not like any other feature, she can understand and share with him the sorrow. Moreover, she even highly appreciates and worships his love, ready to help him solve this problem- finding the red rose. At that time, she likes a beholder- â€Å"she spread her brown wings for flight, and soared into the air. She passed through the grove like a shadow, and like a shadow she sailed across the garden†. Through the soft describing, Oscar Wide shows the readers an admirable image of the Nightingale. A small and fragile bird is ready to sacrifice for love because in her mind, love is better than live. This is totally different from the young student. She flies everywhere to find the red rose; meanwhile, he still sits and cries. The Nightingale thought that â€Å"what is the heart of a bird compared to the heart of a man?†, but love in this bird is greater than one in the student. I find that she is a sample of the state â€Å"live to love†. Lovely, hard-working and active are all of her best characteristics. However, her sacrifice and hope are gone out. The detail â€Å"he through the rose into the street, where it fell into the gutter and a cartwheel went over it† makes me angry a lot because the boy didn’t respect this red rose. The red rose is the Nightingale’ soul and beauty, but he didn’t know that. In somewhere in the heaven, if she sees this sense, she will be certainly sad and disappointed. I feel really sorry for the death of this small bird and also admire this death. She symbolizes the beauty of love and sincere.

Features of a Professional Assessment

Features of a Professional Assessment This assignment will focus on addressing the distinctive features of a professional assessment in social work. It will look into the importance of assessment, the assessment process and law and policy which relates to assessment. Finally it will address assessment in practice with regards to two service user groups namely older people and mental health. Assessment is part of the foundation of social work practice, the better the quality of assessment the more effective it would be (McDonald, 2006). Coulshed (1991) describes assessment as analysing process of selecting, organising and synthesising information. McDonald (2006) describes it as an intellectual process, it is a tool used to make sense of information relevant to issues examined. Assessment is used in many different forms and with different service user groups, some forms of assessment include; risk assessment, the single assessment processes and mental health assessments. Assessment is essentially identifying the needs and risks in an individual situation to judge which intervention, services and resources would be most appropriate (Adams, Dominelli and Payne, 2009). The 1990 National Health Service and Community Care Act placed the assessment of community care services as statutory work. This enabled social workers to justifiably claim to be doing statutory work, which n eeded extensive knowledge and to be done quickly (McDonald, 2006). Community care assessment can be a gateway to other services, depending on the level of the patients need. The assessment process varies between social workers because of their social work experience, theoretical orientation of the social worker, the social workers values and the relationship between service user and social worker (McDonald, 2006). Social workers also need certain skills to be able to achieve an effective assessment these include listening and communicating skills, being able to counsel and understand a service users problem, have an insight of other services available to the service user and be able to weigh the risks the service user may face daily against the resources that may be available to the service user (McDonald, 2010) (Harding and Beresford, 1996). The Victoria Climbà © inquiry stressed the importance of assessment (Laming, 2003). If assessment is done properly and as a cycle constantly evaluating Laming (2003) predicts that social work practice and the help given to the family would be more effective. Parker and Bradley (2005) understand that assessment is a continual process and use the ASPIRE model to show how assessment should work. The ASPIRE model stands for assessment, planning, intervention and review and evaluation (Sutton, 1999). This model shows assessment as a process that never stops because service users situations change over time, reviewing and evaluating the situation and continually reassessing helps to discover if the approach taken is effective or if the service user needs a different one in place. Milner and OByrne (2002) have similar recommendations to Laming (2003) they conclude that intervention is more likely to succeed when assessment is effective (Parker and Bradley, 2005). Within any setting assessment involves a number of features according to Milner and OByrne (2002) these include preparation, planning and engagement. The first step involves identifying the main people surrounding the case and then establishing a deadline under which information has to be collected. The next step involves the collection of information. This includes what the individual wants, their problems and information from other sources for example professional statements. The next part of the assessment process involves looking at the data and assessing their needs, by taking into account how they are currently functioning and weighing the risks. The last step involves producing an action plan. This concludes what help is needed, what resources are available and when reviews will take place (Milner et al, 2002). There are a number of policies and guidance which highlight the importance of assessment and the need for them to be used by social workers. The National Health Service Community Care Act, 1990 section 47: Assessment of Needs for Community Care Services is an essential part of the legislation when assessing an individuals needs. Under this section when it appears that any persons for whom the local authority may provide community care or services or may be in need of any other such services the local authority should carry out an assessment of their needs for those services. Upon receiving assessment results the local authority can then decide whether their needs are great enough to be given provision of services. Fair Access to Care Services (2003) guidance understands that consistent access to services should be across the country but provision is prioritised into set criteria according to risk and independence. All local authorities have the same eligibility criteria. However they can come to different decisions. This is guidance not law, so any local authority can decide on the scale the individual would be on before services can be given (Clements, 2004). Features of assessment in relation to older people The NHS plan (Department of Health, 2000) and the National Service Framework for Older people (2001) introduced the single assessment process (SAP). The aim of this process is to provide person centred care to service users and also their carers. Parker and Bradley (2003) concluded that the government produced this new process because historically there were a number of criticisms involving team working within different disciplines. The SAP was produced to prevent questions being needlessly duplicated by different disciplines and to share the information between all and to ensure person centred care. The National Service Framework for Older People was the first wide-ranging strategy that focused on fair, quality health and social care for older people (National Service Framework for Older People, 2001). The aim of person centred care is to ensure all older people are treated individually, that they receive care appropriate to them. Social workers must also take into account anti disc riminatory practice when involved in assessing any individual, the service users decisions must lead the process. Social workers will have previous experience of the assessment process, and possibly of older people in similar situations, its imperative that the service user is safeguarded against direction from the social worker to ensure that the social worker does not lead the assessment. The process must focus on the service users views and perspectives throughout. The SAP involves three broad levels (McDonald, 2010). Contact assessment, which includes individuals who may need support from different services. Overview assessment involves mental, physical and social needs including the impact of their needs on the family and carers this level supports multi disciplinary teams. The last level is a specialist assessment, taken when more understanding is needed regarding an individuals need and how they can meet it. Another assessment available is a comprehensive assessment. This is offered when the older person needs intensive and long term treatment. A comprehensive assessment involves basic details, the category of need, the support network the individual has, current problems, carers views, a risk assessment of their current lifestyle, the individuals current strengths, social network and living situation as well as more extensive information. Assessment uses theory and practice to understand the situations of an older person. It involves problems, risks, needs and resources of the older person. It requires professional judgement to take into account all information to give an opinion, whether the older person needs services and resources to be available for them (McDonald, 2010). When processing an assessment with older people there are key elements the professional must consider. McDonald (2010) suggests that good quality assessments of older people involve specific components. These include using a strengths perspective, the older person still has the ability to know where their problems lie and how they would deal with them using this throughout the assessment identifies their strengths. Another component includes coping skills, as they grow older they focus more on what they can do and less on what they have difficulties with. Focusing on their strengths rather than problems ensures a positive approach to the assessment process. Social workers must ensure anti discriminatory practice takes place, an important component of this is citizenship, it involves the service user participating in decision making. When moving to a care home for example the older persons care plan should involve advocacy so they can continue to make decisions regarding their health and social care, societal changes and their living environment within the care home. Respecting their decisions is a value social workers should have in practice. Social workers need to understand that family and carers needs may be different to that of the older person and these may need to be a priority. The social worker must also tell the older person about the assessment process giving information about why its being conducted and what the aim of the process is. Although the SAP was produced to bring all information together there were criticisms of working with different disciplines. A literature review by Challis, Clarkson, Williamson, Venables, Hughes, Burns and Weinburg (2004) found that there was a lack of trust between disciplines when implementing the SAP. The SAP is a long process and each level takes time that some professionals dont have. Also if the older person is having difficulty they may need to make provisions to enable them to continue with tasks they find difficult until a decision is made regarding resources available to them. However they may not be given the amount of resources and services that the service user expects. Those who are not eligible have needs but are concluded to have not sufficient needs to receive help. These older people are expected to use provisions around them, for example family and friends to help with the problems they face (Henwood and Hudson, 2008). Henwood and Hudson (2008) found that those ol der people who had sufficient money to fund their services felt that they had to discover their own way to find the right services available, having not received the advice and information that other older people going through the assessment process would get. Following from the assessment process the older person then receives an individual care plan. This care plan shows the objectives and outcomes from the support provided. The individual care plan builds on the older persons strengths, how they can address their needs, the older person should also agree to the care plan being implemented. Personalisation is now being introduced in the UK. This new method of assessment involves a self assessment of needs. A Personal budget questionnaire is then completed. This questionnaire is simple and designed to help the older person give information about their needs. The social worker will complete it with the service user and family member. The decision of eligibility is then decided. If they are eligible they will be allocated a sum of money through a personal budget, further assessments would be completed to calculate how much the service user would have to contribute. Once the budget is agreed upon the service user can plan where they want to spend their allocated money on the support they want. Features of assessment in relation to mental health There are a number of different assessments which are involved in the mental health services. Depending upon the individuals circumstances specific assessments would take place. Section 47 of the National Health and Community Care Act (1990) states that any individual who has needs of services under a local authority the local authority must carry out an assessment. A decision then follows this assessment. Depending on the mental health of an individual the assessment would focus on their problems and needs and how they could achieve the best outcomes. Standard 2 of the National Service Framework for Mental Health (1999) specifies that any service user that has contacted their primary health care team with a common mental health problem should have their needs identified and assessed. Previously the Mental Health Act 1983 and the Common law of necessity have been used to assess the needs of individual with mental health problems. Recently the common law has been replaced by the Mental Capacity Act. Assessors within this service now use a broader approach to include the criteria of both the Mental Health Act, 1983 and the Mental Capacity Act, 2005 (Barber, Brown and Martin, 2009). Mental health assessment involves a broad scope of information to collect. The Mental Health Act considers the mental disorder, the nature of the disorder, whether the person or others are at risk, the type of treatment necessary for example if the individual needs hospitalisation or if its possible to use community based mental health services and if its possible to give services without the individual being hospitalised (Barber et al, 2009). Its much less intrusive to the individual if it is appropriate for them to receive care in their community rather than going into hospital and because of the stigma attached to using a section 2 or 3 of the Mental Health Act any social worker or professional in this setting would chose community care if they could. Assessment with regard to the Mental Capacity Act draws upon information involving the impairment of the individual, the age of the individual, the individuals capacity of making decisions and if the care they would receive would be a deprivation of liberty (Barber et al, 2009). An assessment under the Mental Health Act can be done compulsorily when there is a mental disorder, or if it is in the patients safety or health and to protect others. Before the assessment takes place the social worker should look into previous history and liaise with other professionals involved in the case. Depending on whether you use a section 2 which last 28 days or a section 3 which lasts up to 6 months a team is needed to admit the individual. When assessing under these sections the social worker must ask questions regarding evidence of mental illness and the risk towards the individual or others, if the patient consents to informal admission or if there are alternatives to hospitalisation. A Care programme approach assessment may be offered when an individual leaves an inpatient psychiatric unit or uses a community mental health team. This assessment is encouraged as all aspects of care are co-ordinated by one person. The assessment involves personal history, social situation, description of the illness and symptoms and length of treatment and what the individuals needs are. The care programme approach incorporates four specific elements, as defined in Building Bridges: a guide to arrangements for inter-agency working for the care and protection of severely mentally ill people (DOH, 1995). These elements include the assessment of health care and social needs. The formed care plan, the appointment of a key worker who has a responsibility to monitor the care of the service user and the last element includes regular reviews of the care given and if needed how to adapt the care because of changes of need. Mental health assessments are complicated because of individuals complex situations assessing risk and needs as well as resources available. Social work practice must encompass a number of strategies when undertaking assessment for it to be effective. The care programme approach enables social workers to focus on the individual directing through all aspects of care and co-ordinating their care when the assessment process is finished. The social worker is constantly receiving information including guidance from governments, evidence from research and literature. There is only vague guidance on how to undertake the assessment of the individual, even though assessment is so important because the results will undeniably affect the individuals life for the upcoming future for a substantial amount of time. Social workers must balance risk, resources and the individuals needs whilst undertaking the assessment, a process which can be very intricate and complicated when an individual has diverse needs and their risks are so great. However as social workers reflect on their previous assessments they will take away a strong idea of what works and this over time will help make assessments more effective. Assessment is vital within social work and the features of assessment differ depending on the type of service the social worker is within. However within any service the assessment process still requires similar techniques including individualisation and citizenship and being open and honest. Many reports and papers have shown that when assessment is done correctly and uses an ecological approach which covers society and familial relationships as well as at an individual level then the assessment process will be more effective.

Okay to Digital Violence :: essays research papers

2500 years ago the Romans were the most powerful civilization on earth, their global power hadn’t been met until the 20th century. When the Romans wanted entertainment they turned to violence. They would have gladiators covered in armor wielding sharp swords fight till the death for entertainment. During the 1500’s the French would behead a criminal publicly to show the citizens how powerful the law was and also for their entertainment. The turn of the century is almost here and such violent acts have all but been abolished. These acts are considered barbaric and we think of ourselves as a more peaceful race. Humans in general are not peaceful in nature, we have always been violent and we shouldn’t try to change our nature as drastically as we have done. There are going to be side effects that we aren’t aware of if we try to remove this important part of our nature. Humans need some form of violence to help cope with stress and the everyday hassles we have created for ourselves. Now with new technology and faster computers we no longer need to injure someone to get that needed amount of violence. Simulated violence is a more humane way of dealing with such problems. Groups of people should partake in sessions of simulated violence to get the dosage of violence they need. When I speak of simulated violence I speak of video games and more specifically multi-player video games. A single-player video game is one where a single person is engaged against the computer. This form of play can help relive stress but not nearly as much as a multi-player game. A multi-player game is one where at least 2 people are playing against each other. Multi-player games highly satisfy the need for violence because it becomes easy to show aggression against someone with injury or personal harm. I have been a player of these games since I was younger and I have participated in many multi-player games. The games I have been evolved in mostly had at least 3 players and are generally at night and during the weekend. Games consisting of only 2 players aren’t played as frequently as a game with more simply because they aren’t as entertaining.   Ã‚  Ã‚  Ã‚  Ã‚  A session of playing will start almost whenever there are a few men in the vicinity of a playing console. The game playing can usually become the centerpiece of a small party, enabling the players to enjoy playing and all bystanders to watch what unfolds while waiting their turn.

The Versatile, and Loved Cherry Tree :: Botany

The Versatile, and Loved Cherry Tree People all across the world enjoy cherries for their sweet flavor in pies, candies, and pastries. They have become one of the most widely cultivated fruits in the world. As reported by the Columbia Encyclopedia Online (2000), they can be found in home orchards all across the country. However, the cherry tree has many uses. Some varieties are valued for their beautiful flowers, others for the wood that can be made into high quality furniture. Whatever the variety or use, the cherry tree is an important plant in today's society. The cherry tree traces its origins back to the east. The earliest signs of cherry trees come from the area around Asia Minor, Persia, and Transcaucasia (www.botany.com, 2000). To this area of the world, the cherry tree has become almost a sacred plant, with many varieties of flowering cherry trees being cultivated into various forms all valued for their flowers. This has become so popular in the east that in Japan they have even instituted a national holiday around the time that the trees begin to blossom (The Columbia Encyclopedia Online, 2000). Cherry trees were introduced to Europe through both natural processes and human interaction. By 73 BC, the cherry tree had been introduced to most of southern and central Europe with the help of the Romans. Soon after, the plants started to appear in Great Britain, where they were able to flourish (MS Encarta Online, 2000). Now there are species of cherry trees all over the Northern Hemisphere with species and varieties that have adapted so well to the different environments that today you can find varieties of cherry tree in almost any region, from California to Japan, that have developed unique and prized characteristics (Encyclopedia Britannica, 1999). Cherry trees, like many fruit bearing trees, are members of the rose family. The scientific name for the family is Rosaceae. Cherries are in the genus Prunus along with apricots, peaches, and plums (The Columbia Encyclopedia Online, 2000). Cherry trees come in hundreds of varieties, but are derived from only a few species. There are two main species valued for their fruit, a couple of species are known for producing high quality wood or are grown as ornamentals. All species of cherry tree have varieties that are prized for their beautiful and aromatic flowers (www.botany.com, 2000). One of the cherries that bear edible fruit is known scientifically as Prunus avium.

Ernest J. Gainess Gathering of Old Men :: Essays Papers

Ernest J. Gaines's Gathering of Old Men In A Gathering of Old Men, by Ernest J. Gaines, racism plays a huge part of life in the south. When a white man is found dead; his family and friends start to gather to find the man who did this. After time these men start to drink and make a plan to kill the man; who just happened to be black. This just shows how even though the Civil was brought freedom to blacks, there is still hate towards them because of their skin color. After time the black men also start to gather at Mathu’s house (the man who murdered the white man) and they all bring twelve gauge shotguns. The sheriff arrives and asks who killed that man, and all the black men say, â€Å"it was me.† The sheriff then threatens to take them all to prison, but he cannot because he does not know who the murder is. The sheriff knowing the racism of the town; has a deputy stand on Mathus sidewalk to make sure nothing happens. As time goes by and the white men are starting to get angry the man who’s son was killed steps in and says â€Å"this cannot go on any longer.† This shows how after time color or race does not matter to people, and how after time a man is a man and a woman is a woman. This upsets the rest of the men even more because this shows them how they are not superior to the black men anymore. As time goes on the sheriff is starting to worry even more; because he knows the men have been drinking excessively. When night falls the sheriff and his men go home, praying that nothing will happen. By this time the white men are very drunk and want revenge. To the white men’s surprise when they arrive to Mathu’s house they are out numbered at least two to one. The white men realize that they are going to loose once again. When the white men start to shoot this shows how childish people are when they are not on top of the world. Ernest J. Gaines's Gathering of Old Men :: Essays Papers Ernest J. Gaines's Gathering of Old Men In A Gathering of Old Men, by Ernest J. Gaines, racism plays a huge part of life in the south. When a white man is found dead; his family and friends start to gather to find the man who did this. After time these men start to drink and make a plan to kill the man; who just happened to be black. This just shows how even though the Civil was brought freedom to blacks, there is still hate towards them because of their skin color. After time the black men also start to gather at Mathu’s house (the man who murdered the white man) and they all bring twelve gauge shotguns. The sheriff arrives and asks who killed that man, and all the black men say, â€Å"it was me.† The sheriff then threatens to take them all to prison, but he cannot because he does not know who the murder is. The sheriff knowing the racism of the town; has a deputy stand on Mathus sidewalk to make sure nothing happens. As time goes by and the white men are starting to get angry the man who’s son was killed steps in and says â€Å"this cannot go on any longer.† This shows how after time color or race does not matter to people, and how after time a man is a man and a woman is a woman. This upsets the rest of the men even more because this shows them how they are not superior to the black men anymore. As time goes on the sheriff is starting to worry even more; because he knows the men have been drinking excessively. When night falls the sheriff and his men go home, praying that nothing will happen. By this time the white men are very drunk and want revenge. To the white men’s surprise when they arrive to Mathu’s house they are out numbered at least two to one. The white men realize that they are going to loose once again. When the white men start to shoot this shows how childish people are when they are not on top of the world.

Compare and Contrast the 2 Brothers in Sonnys Blues

The story, Sonny’s Blues, describes the lives of two brothers growing up in Harlem in the early 1960’s. Sonny and his brother are different in the way the go about life in general. They were both raised in the same household, yet they grew up to be totally different people. As the story progresses we see that both brothers have troubles in their lives and we get to see how each thinks and acts when facing such ordeals. While the brothers differ in the way they internalize and cope with their problems, they both show selfish characteristics, but ultimately feel remorseful for not being in each others’ lives.The narrator though an educator, is not very good at verbalizing his emotions. He tends to be the person who keeps everything inside and lets all his emotions turn to resentment. When he found out his brother had been arrested he still couldn’t verbalize how he felt knowing his brother was a junkie, â€Å"I couldn't believe it: but what I mean by that i s that I couldn't find any room for it anywhere inside me. I had kept it outside me for a long time. I hadn't wanted to know.I had had suspicions, but I didn't name them, I kept putting them away† (Baldwin). For many years, the narrator has been stuffing his emotions down, ultimately resulting in complete disassociation from situations for example his mothers and daughters death Also after finding out that Sonny was arrested, he sees a kid that was friends with Sonny and automatically has anger for him even though realistically he had nothing to do with Sonny’s arrest, â€Å"But now, abruptly, I hated him. I couldn't stand the way he looked at me† (Baldwin).That narrator is unable to cope and deal with problems as they come, instead he acts like a child, sort of folding his arms and giving the silent treatment or automatically jumping to conclusions to put himself on a pedestal. Sonny runs away from his problems, both mentally and physically. Even though he is fa cing his problems head on as opposed to the brother who sweeps things under the rug, he does it in a destructive manner. Physically he ran away from Harlem to get away the stereotype of that area. At first he turns to music to fix his problems, and then heroin.Sonny left school, and joined the navy to get as far away from Harlem as he possibly could. When Sonny returns from prison, he tried explaining to his brother what music does for him, â€Å"†It's not so much to play. It's to stand it, to be able to make it at all. On any level†(Baldwin). He frowned and smiled: â€Å"In order to keep from shaking to pieces. â€Å"† He didn’t want to be a prisoner of Harlem anymore, but became a prisoner to heroin. At first Sonny did not feel that heroin was necessarily a bad thing, â€Å"†It makes you feel-in control.Sometimes you've got to have that feeling† (Baldwin). Sonny feels that even while all doped up on heroin, he feels in control of his life a nd his circumstances. Even though Sonny takes on different approaches in finding sense in his life; whether through the army, music, or heroin, they do not realistically solve any of his problems they just mask his confusion and indecision temporarily. In my opinion the narrator, is a very selfish man, he only cares about his feelings and not those around him.The narrator broke his promise to his mother to take care of Sonny, â€Å"Two days later I was married, and then I was gone. And I had a lot of things on my mind and I pretty well forgot my promise to Mama until I got shipped home on a special furlough for her funeral† (Baldwin). The narrator’s mother wanted the boys to be close, because they will only have each other when their parents pass away. Also, the narrator has a very judgmental outlook on people, he does not let anyone state their opinion and even if he does he isn’t truly listening.In an argument with Sonny, â€Å"’I hear you. But you nev er hear anything I say. ’†Sonny is obviously upset that his brother doesn’t respect his wishes to pursue a music career, along with wanting to go to the navy. Both brothers leave home, the narrator when he gets married, and Sonny when he decides to pursue his life as a musician. Neither of them take into account their mother, or each other for that matter when they go on living their lives. They both feel guilty for not being as close to each other as they could have been.Sonny makes that clear in a letter he writes the narrator, â€Å"’Dear brother, You don't know how much I needed to hear from you. I wanted to write you many a time but I dug how much I must have hurt you and so I didn't write†¦and I swear if I'd known what I was doing I would never have hurt you so’† (Baldwin). Sonny feels bad for abandoning the family, and turning to drugs and even though he does it after sometime, he has the courage to say that he’s sorry for his actions.Towards the end of the story, when the brothers are conversing in the apartment, the narrator realizes how his silent treatment and cold demeanor has affected his brother. â€Å"I realized, with this mocking look, that there stood between us, forever, beyond the power of time or forgiveness, the fact that I had held silence-so long! -when he had needed human speech to help him† (Baldwin). Just from a look that Sonny gives him, he understands that Sonny needed his guidance and support through all these years. In conclusion, both brothers are on a pretty harmful way of solving their problems.The narrator lets things fester inside until he explodes. Then there is Sonny while yes, he is trying new ways to manage, at the end of the day is running away from his problems. Both brother’s only worried about themselves and their needs, neither take in to account their families the people that need them the most. Luckily towards the end of the story they both sort of come to a mutual understanding of each other. I think they both realize neither of them will really change how they are, and they both just need to be understanding of each other.

Case Study Report: Odi

Case Study Report: Optical Distortion, Inc. (A) For the three types of chicken farms, the appealing and unappealing characteristics of using ODI contact lens are presented as below. When it comes to appealing characteristics, the three types of chicken farms are the same: less cannibalism, less feed cost, and less the temporary weight loss and the retardation of egg production. From the perspective of cannibalism, which is originally 25% showed in experience, flock mortality is reduced to an average of 4. 5% when ODI lens are used .On the contrary, the debeaking makes the mortality for cannibalism from 25% to only 9% , which is higher than contact lenses used. In other words, farmers can save more 4. 5% (9% minus 4. 5%) chickens in their farm. On the other words, farmers can save $2. 40(price of per hen)*4. 5%*the number of chickens in the farm. From the perspective of less feed cost, the debeaking chicken only can eat the feed in the trough at least 3/8† deep, while the ODI le ns used chicken only can eat the feed in the trough below 3/8†deep.At $158 per ton for chicken feed, this would represent considerable annual savings, especially for large farms. From the perspective of less the temporary weight loss and the retardation of egg production, because the fewer cannibalism and the trauma resulting, farmer can get more eggs. When it comes to unappealing characteristics, the details are as below. Farm Types| Unappealing Characteristics|Small Farms| Labor cost| Lens cost| The number of birds are too small to use the new technology| Medium Farms| Yearly cash flow is only $375,000| The melting point of the hydrophilic polymer is very close to the sterilization temperature| Not reused and the lens cost| Large Farms| Not reused| Lens cost| The melting point of the hydrophilic polymer is very close to the sterilization temperature| As regards geographic areas, ODI should focus its efforts on California. Given the density of large farms n California (flock size of 50,000 or greater), it seems prudent not only to perform the initial product introduction there but to focus the entire first year of business in this single West Coast state. The first year’s planned production volume is approximately 20 million, essentially the same as California’s chicken population. Success in this region could later force farms in other states to implement the lens simply as a means of staying competitive. As regards target segment, it would seem that the focus should be initially on farms with a flock size of 50,000 and over, which means the large farms.Since this would limit the overhead (fixed costs) needed to service these accounts (fewer sales and technical experts required). Also, by focusing on large farms, the sales team could interface with the farms directly, and there would be no need for a â€Å"middle man† to be involved in product distribution. Avoiding this intermediary would help keep costs down. For ODI, pricing con siderations for a pair of lenses are as below. Item| Fixed Cost| Advertising in Trade Publications| $100,000| Headquarters Expenses| $184,000(for volume of 20 million pair)| Regional Office and Warehouse| $196,000|Costs of Molds| $12,000 x 3 = $36,000 (3 molds are needed to produce 21,600,000 pair annually)| Licensing Agreement with New World Plastics| $25,000 (per year, must be paid for first and second year of production)| Item| Variable Cost| per pair of lenses| $0. 032| ODI Cost(per year): TC=FC+MC TOTAL COST=[($100,000 + $184,000 + $196,000 + $36,000 + $25,000)/(50% of 475600000)]+0. 032=$0. 055 (5. 5 cent) per pair Farmers Saving when using ODI lens(per year): Item| Saving| Less Mortality| $2. 40*(9%-4. 5%)=0. 108| Less retardation of egg production| 0. 3/12=0. 044| Less feed cost| (0. 2446-0. 2368)*3/8*($158/2000)*365=0. 084| TOTAL SAVING=$0. 108+$0. 044+$0. 084=$0. 236(23. 6cent) The minimum price that ODI considered is 8 cent per pair, so the price stage is from 8 cent to 2 3. 6 cent, and the ODI should adopt the price policy on entry which is set the price near 23. 6 cent per pair. For the realistic goal for ODI by 1978 is the 50 percent penetration of such farms, when means ODI wants to reach the 50 percent of 470. 8 million pairs, that is, 235. 4 million pairs of lens be sold and used in the farms. Case Study Report: Odi Case Study Report: Optical Distortion, Inc. (A) For the three types of chicken farms, the appealing and unappealing characteristics of using ODI contact lens are presented as below. When it comes to appealing characteristics, the three types of chicken farms are the same: less cannibalism, less feed cost, and less the temporary weight loss and the retardation of egg production. From the perspective of cannibalism, which is originally 25% showed in experience, flock mortality is reduced to an average of 4. 5% when ODI lens are used .On the contrary, the debeaking makes the mortality for cannibalism from 25% to only 9% , which is higher than contact lenses used. In other words, farmers can save more 4. 5% (9% minus 4. 5%) chickens in their farm. On the other words, farmers can save $2. 40(price of per hen)*4. 5%*the number of chickens in the farm. From the perspective of less feed cost, the debeaking chicken only can eat the feed in the trough at least 3/8† deep, while the ODI le ns used chicken only can eat the feed in the trough below 3/8†deep.At $158 per ton for chicken feed, this would represent considerable annual savings, especially for large farms. From the perspective of less the temporary weight loss and the retardation of egg production, because the fewer cannibalism and the trauma resulting, farmer can get more eggs. When it comes to unappealing characteristics, the details are as below. Farm Types| Unappealing Characteristics|Small Farms| Labor cost| Lens cost| The number of birds are too small to use the new technology| Medium Farms| Yearly cash flow is only $375,000| The melting point of the hydrophilic polymer is very close to the sterilization temperature| Not reused and the lens cost| Large Farms| Not reused| Lens cost| The melting point of the hydrophilic polymer is very close to the sterilization temperature| As regards geographic areas, ODI should focus its efforts on California. Given the density of large farms n California (flock size of 50,000 or greater), it seems prudent not only to perform the initial product introduction there but to focus the entire first year of business in this single West Coast state. The first year’s planned production volume is approximately 20 million, essentially the same as California’s chicken population. Success in this region could later force farms in other states to implement the lens simply as a means of staying competitive. As regards target segment, it would seem that the focus should be initially on farms with a flock size of 50,000 and over, which means the large farms.Since this would limit the overhead (fixed costs) needed to service these accounts (fewer sales and technical experts required). Also, by focusing on large farms, the sales team could interface with the farms directly, and there would be no need for a â€Å"middle man† to be involved in product distribution. Avoiding this intermediary would help keep costs down. For ODI, pricing con siderations for a pair of lenses are as below. Item| Fixed Cost| Advertising in Trade Publications| $100,000| Headquarters Expenses| $184,000(for volume of 20 million pair)| Regional Office and Warehouse| $196,000|Costs of Molds| $12,000 x 3 = $36,000 (3 molds are needed to produce 21,600,000 pair annually)| Licensing Agreement with New World Plastics| $25,000 (per year, must be paid for first and second year of production)| Item| Variable Cost| per pair of lenses| $0. 032| ODI Cost(per year): TC=FC+MC TOTAL COST=[($100,000 + $184,000 + $196,000 + $36,000 + $25,000)/(50% of 475600000)]+0. 032=$0. 055 (5. 5 cent) per pair Farmers Saving when using ODI lens(per year): Item| Saving| Less Mortality| $2. 40*(9%-4. 5%)=0. 108| Less retardation of egg production| 0. 3/12=0. 044| Less feed cost| (0. 2446-0. 2368)*3/8*($158/2000)*365=0. 084| TOTAL SAVING=$0. 108+$0. 044+$0. 084=$0. 236(23. 6cent) The minimum price that ODI considered is 8 cent per pair, so the price stage is from 8 cent to 2 3. 6 cent, and the ODI should adopt the price policy on entry which is set the price near 23. 6 cent per pair. For the realistic goal for ODI by 1978 is the 50 percent penetration of such farms, when means ODI wants to reach the 50 percent of 470. 8 million pairs, that is, 235. 4 million pairs of lens be sold and used in the farms.