Primark free essay sample

Our research purpose Primark, which was build up in Ireland, is one of the fast fashion leaders in the UK retail market. The all 181 stores spread over Ireland, Spain, and the UK. The competitive advantage of the group is producing volume clothes and selling them in cheap price. Primark sell different catalogue product, women clothing, men clothing, shoes, accessories, baby clothing, children clothing, underwear, swimwear and nightwear. Nearly cover all variety of the clothing. According to Primark website figure, â€Å"Primark Stores Lt is a subsidiary of Associated British Foods. Associated British Foods is a diversified international food, ingredients and retail group with global sales of ? 6. 8bn, and 85,000 employees in 43 countries. In the financial year 2006/7, 32 new stores were opened and five smaller stores were closed to give 4. 8 million sq ft of retail selling space. Highlights during the year included the opening of London’s Oxford Street store in April. This was extremely successful, selling one million items in its first ten days of trading, and attracting considerable media coverage. We will write a custom essay sample on Primark or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page †? From the figure, it shows Primark develops extremely fast and successfully. Particularly, Primark Oxford Street Store success means British consumers accept Primark in some way. This is a good sign for Primark to explore the UK market. What fascinates us about Primark is they use both competitive price and up-dated clothes to attract target consumers. In order to find out what does consumers opinions on Primark, our group was divided into two groups. The first group’s task is doing the consumers observation in London’s Oxford street store. Meanwhile, another group is doing the consumer’s observation in slough store. Both groups ask 70 consumers to do the questionnaire, which we will mention below and why they chose Primark rather than other retails. We also ask the local store mangers about more information of Primark. After our observation, we find that Primark’s consumers group is mostly young people, who are age from 23 to 35. In the following report, we will analyze the positive and negative view of consumers and conclude the recommendation. 1). the positive view of customers a. PRICE Firstly we can see as a discount retailer, Primark is successful because it offers customers with super-competitive prices. According to our research, 80% customers choose Primark as their favorite because of their cheap price. After a brief search online, the cheapest garments are about 9 RMB, which equals just about 1 pound. What the main reason of such amazing price? Generally, it could be concluded to three aspects. a) Low overhead and operation cost. Primark always process bulk production and volume buying, which makes overhead cost low and keeps costs down. There are two distribution centers – a 650, 000 sq. ft. unit at Magna Park in Leicestershire, and a 200, 000 sq. t unit at Naas. These huge centers are a guarantee to its efficient distribution, which lower its operation cost. There are 400 suppliers, most of which are in Asia such as India and China, where the labor cost are much lower than that in the developed countries. According to the secret investigation of Panorama, a program of BBC, it reveals that children were paid as low as 54 pence a day for embroidery and sequin work. No matter who should be responsible for this children labor issue, the cost in its work force really play a key role in the low price. ) Design is simple and low design cost. As we know, design can create an emotive bond between brand and customer, allowing a retailer to elevate its product into a special experience. Primark makes its clothes in the most popular sizes. Sometimes, Primark copies its rivals’ clothes, such as Monsoon. There are a lot of similar clothing between Primark and its rivals. Imitation of popular prints, motifs and original designs in the market makes P rimark enjoy the profit created by other companies. In addition, compare with its rival, its design cost seems to be very low. Most of Primark’s products are simple, not luxury but fashion, which attracts its customers very much. According to our questionnaire, % think that design is very important. c). Few promotion, low advertising cost Primark never do promotion, according to one manager of Primark in London. Regular business is what Primark concerns. In other words, they could pay more attention to the regular business. Cost caused by promotion could be saved. In addition, there are fewer advertisements about Primark which should be a big part of their marketing cost. We could never see brochure in Primark. No billboard of Primark in the street. No advertisement on the internet. But we could see Primark bags in people’s hand along the street. Nevertheless, Primark saves a lot of money in this aspect. ?PLACElocation Secondly we found out Primark makes a good choice about location. Almost each branch store locates in the high street. From the diagram which we have researched, it could be concluded that location is also one of the most important factors which motivate customers to purchase and make Primark successful. ercent of customers would like to consider the location of garment stores when they go shopping. Convenience and easiness are the expectations during each time customer’s purchase. Few customers are willing to spend extra time going to a remote place merely for the purpose of buying clothes. Furthermore, Primark is sensible; it hardly locate the branch stores in the city or town which most customers have a high disposable income, such as Windsor and Grilfield. This group of people seldom purchase low price clothes, which would influence the sale of Primark. Primark has wide distribution net. It operates around 181 stores in Ireland, Spain and the UK†.? As we can see from Appendix B, the distribution of Primark in the UK and Ireland is quite dense. Primark is planning to develop the European market in 2009.? The European clothing market has a huge potential for Primark to expand and achieve maximum profit. Distribution Primark is a direct marketing retailer, which does not use any intermediary media. Therefore, it can reduce the cost. Simultaneously, customers can get the latest clothes quickly. Primark has two distribution centers,? which distribute all the products to each brand store. The distribution channel is crucial for Primark; it links both internal performance and external environment. â€Å"Multiple locations do cause more awareness but that is only the first step in a consumer’s decision-making process. † Hartnett, M. , 2006, p4 ?Product Finally, Primark has been value fashion brand, which exists in a mainstream clothing market. With cheap products, it has been recognized as top priority by young consumers. According to Hilton, most value fashion retailer, such as George, attract more family shoppers whereas Primark aims at the youth. The family shoppers might spend more money on household goods whereas the youth is likely never to consider these things. Therefore, its primary product orientation is to attract youth female who seek fashion as a fad. Primark takes into account in the purchase of a garment cheap value products are like a throwaway fashion during a short period in a competitive economic market. With this strong perception, as a result, Primark designs a wide range of key products as its prime, making inroads into the youth appeal market, ranging from women’s clothing such as underwear, pajamas, coats, handbags, shoes to men’s t-shirts, coats. Furthermore, Primark has become good at imitating other high street brand designer’s masterpieces, which are popular off the catwalk fashion. Analyzing from the pictures above, we can visibly see the style is nearly similar. On the other hand, in order to pursue a fresh fashion, Primark updates its products rapidly, even once a week. This action makes Primark maintain an underlying advantage, compared with other rivals, such as New Look, Peacock in a fashion scope. The factor playing a crucial role in the whole process to ensure the speed of update is the supplier of products. As a matter of fact, Primark has its own factories in developing countries, such as China, India. This integrative management not only ensures essential low price but also eliminate supply chain’s approach to accelerate frequent seasonal update. It has a strict pattern of conduct to ensure good quality and efficiency in vogue. 2). the negative view of customers ?Physical evidence: environment, facilities, etc. With the furies competition in the marketing place, physical evidence plays an increasingly important role in marketing, especially to companies as Primark, such a fashionable clothing company. According to the prior survey, __% of people take physical evidence into account when make purchase decisions. Physical evidence means the material part of services which consumers can see and touch? In environmental psychology terms tangible objects can make deeper impressions on consumers and, directly influence their evaluation on the products as well as the brands. A well-arranged physical environment can help to promote consumers’ decision making. However, combined with the survey and team members’ practical visit to Primark, it doesn’t do quite well in physical evidence in most of its stores. Following are the main deficiencies in the stores of Primark. 1. The uncomfortable background factor: the high temperature and the poor ventilation. Since Primark stores are always full of customers in peak hours, the higher temperature and the poor ventilation system may make customers feel uncomfortable and even dizzy, thus decreasing purchasing actions in certain degree. 2. The simple designing factor: lack of attractive signals. Although simple can be a kind of style, to Primark, a brand emphasizing on fashionable clothes, it does need some fashionable decorations to support its product value. The inside decoration of its stores is quite similar to that of the supermarkets. It is incredible that a customer can not find even one well-designed decoration or signal in the store! 3. The shortage of functional factor: crowded layouts and insufficient fitting rooms. When doing shopping in Primark, the most sentences one hears are: excuse me†. In some places, the space between shelves is too narrow to pass two people simultaneously. What’s more, there is always a long queue in front of the fitting room. After interviewing some customers, they complained that it always took them more than 20 minutes to wait! 4. The lack of staff. According to the manager of Reading’s branch, the shortage of the staff is one of the biggest problems now. Take this branch as an example, the total number of staff is – among which only – sales staff. The lack of staff brings many problems. For instance, the staff usually can’t finish shelves timely during the peak hours. And it is also very difficult for customers to find a staff for information. If Primark wants to further increase its sales volume, they had better consider improving its physical evidence in stores. It can not only stimulate consumption but also add value of the products. Fair trade Primark is considered the No. 1 least ethical company by consumers this year, according to a recent survey conducted by populous for the Times (Retail Week, 2008). Although Primark intends to stress its credential as a good social company, what it does obviously contradicting what it alleges. Earlier on the 23ed June of this year, a BBC P anoramo program in UK exposed that Primark hires children as its labor in India’s sweatshops (BBC, 2008). In response to this accusation, Primark terminated its contracts with those three manufacturers in India. However, is this action the end or just the beginning? With the growing number of â€Å"green† consumers and the new structure of the economy, retailers such as Primark are obliged to plunge into Corporate Social Responsibility. Fail to do it may finally make a negative impact on the company’s profit. Look back to the prior survey; it can be found out that Primark has a low brand value. Most consumers choose Primark only because of its cheap price and convenient location. Since the price of Primark is already on the bottom, what can be done if Primark wants to further increase its profit? The answer is quite clear, in order to maintain a long term growth in its profit, Primark should turn itself into a good social corporate. ?Customer relationship According to an interviewed customer said, â€Å"Although the price for a T-shirt can be one pound, the customer services can be zero. † (Interviewee 1), some customers do feel it is an unpleasant experience of shopping in Primark. The number of stuff in Primark store is quite low, as the store manager of Primark in Slough pointed out, they do lack of employees, and sometimes stuff seems to have to work too much, even customers still complain about no response sometimes. Slough manager) However, there is certain group of customer think that they do not care about the service because the unbelievable price; and they prefer to do shopping freely without shop assistant interfering in. ?Process: long queue During busy time, every afternoon, especially on weekends, there is usually a quite long queue in front of its cashie r. For example, there is only one â€Å"Please pay here† with seven cashiers for a two-floors-store in the Primark of Luton. People have to wait more than 20minites to pay. Some people decide to give up shopping when see that long queue. 2. ecommendation : Based on our research, more cashier, more fitting room, more employees to develop customer response, increase the loyalty of customer by membership card or point card. Retail businesses not just look at the quality and price of goods. It must be including the good service. That is the weakness of the Primark Today the Primark still just put all the products in the store, and customers need to try by themselves and pick what they want from mass of goods into shopping baskets. Firstly, most of the day, products are put in mess order or maybe on the floor after tried. When the customer like the style and want to choose the right size, they may not be able to find out. So there should hire more staff to clean up the mass of good by a period time. Secondly, fitting room of Primark is not enough for those customers. Sometime it is difficult to fit the clothes due to the long queue for the fitting rooms, then that many customers decide to buy clothes without trying, without waiting which brings customers a disaster of feel unsatisfied about what they bought, or increase the return rate (see photo 1). I think that must build up a several fitting room for the customer and limited the number of cloth when the customers want to try. That could be reducing the time and increasing the space for others. Thirdly, the mirrors in Primark stores are not enough. For those goods what can be tried without fitting room, customers have to take them to mirrors which far from where they picked from and do not want to take them back, so the products will be messed up more. For this can be easily to solve, hung some more mirror. That is low cost and also convenient customer and staff. However those just an unremarkable point, If it can improve these. It will look tidier and the frequency of the customer come will increase. 3. Conclusion Primark is in a growing market, attract customer by low price and convenience. It needs to do more to satisfy customers. From the prior paragraph we can see the reason of Primark have achieved the success today. It has the low price and variety style to attract the customer and has the good location to convenient them for shopping. That would be the most two selling point of the Primark. But in now a day’s market just have low price is not enough to compete with others. On the other hand the low price means they have low cost on the supply chain. Good location on a high street means high fixed cost on the estate rent. Obviously fix cost is fixed. When the price doe not getting high and want to increase the net profit that we should look at the amount of customer. To reach this point just using the same offer is difficult to attract new customer and keep the same number of old one. To satisfy them, tell them we not just have low price we also have the high quality of service. Primark free essay sample Our research purpose Primark, which was build up in Ireland, is one of the fast fashion leaders in the UK retail market. The all 181 stores spread over Ireland, Spain, and the UK. The competitive advantage of the group is producing volume clothes and selling them in cheap price. Primark sell different catalogue product, women clothing, men clothing, shoes, accessories, baby clothing, children clothing, underwear, swimwear and nightwear. Nearly cover all variety of the clothing. According to Primark website figure, â€Å"Primark Stores Lt is a subsidiary of Associated British Foods. Associated British Foods is a diversified international food, ingredients and retail group with global sales of ? 6. 8bn, and 85,000 employees in 43 countries. In the financial year 2006/7, 32 new stores were opened and five smaller stores were closed to give 4. 8 million sq ft of retail selling space. Highlights during the year included the opening of London’s Oxford Street store in April. This was extremely successful, selling one million items in its first ten days of trading, and attracting considerable media coverage. We will write a custom essay sample on Primark or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page †? From the figure, it shows Primark develops extremely fast and successfully. Particularly, Primark Oxford Street Store success means British consumers accept Primark in some way. This is a good sign for Primark to explore the UK market. What fascinates us about Primark is they use both competitive price and up-dated clothes to attract target consumers. In order to find out what does consumers opinions on Primark, our group was divided into two groups. The first group’s task is doing the consumers observation in London’s Oxford street store. Meanwhile, another group is doing the consumer’s observation in slough store. Both groups ask 70 consumers to do the questionnaire, which we will mention below and why they chose Primark rather than other retails. We also ask the local store mangers about more information of Primark. After our observation, we find that Primark’s consumers group is mostly young people, who are age from 23 to 35. In the following report, we will analyze the positive and negative view of consumers and conclude the recommendation. 1). the positive view of customers a. PRICE Firstly we can see as a discount retailer, Primark is successful because it offers customers with super-competitive prices. According to our research, 80% customers choose Primark as their favorite because of their cheap price. After a brief search online, the cheapest garments are about 9 RMB, which equals just about 1 pound. What the main reason of such amazing price? Generally, it could be concluded to three aspects. a) Low overhead and operation cost. Primark always process bulk production and volume buying, which makes overhead cost low and keeps costs down. There are two distribution centers – a 650, 000 sq. ft. unit at Magna Park in Leicestershire, and a 200, 000 sq. t unit at Naas. These huge centers are a guarantee to its efficient distribution, which lower its operation cost. There are 400 suppliers, most of which are in Asia such as India and China, where the labor cost are much lower than that in the developed countries. According to the secret investigation of Panorama, a program of BBC, it reveals that children were paid as low as 54 pence a day for embroidery and sequin work. No matter who should be responsible for this children labor issue, the cost in its work force really play a key role in the low price. ) Design is simple and low design cost. As we know, design can create an emotive bond between brand and customer, allowing a retailer to elevate its product into a special experience. Primark makes its clothes in the most popular sizes. Sometimes, Primark copies its rivals’ clothes, such as Monsoon. There are a lot of similar clothing between Primark and its rivals. Imitation of popular prints, motifs and original designs in the market makes Primark enjoy the profit created by other companies. In addition, compare with its rival, its design cost seems to be very low. Most of Primark’s products are simple, not luxury but fashion, which attracts its customers very much. According to our questionnaire, % think that design is very important. c). Few promotion, low advertising cost Primark never do promotion, according to one manager of Primark in London. Regular business is what Primark concerns. In other words, they could pay more attention to the regular business. Cost caused by promotion could be saved. In addition, there are fewer advertisements about Primark which should be a big part of their marketing cost. We could never see brochure in Primark. No billboard of Primark in the street. No advertisement on the internet. But we could see Primark bags in people’s hand along the street. Nevertheless, Primark saves a lot of money in this aspect. ?PLACElocation Secondly we found out Primark makes a good choice about location. Almost each branch store locates in the high street. From the diagram which we have researched, it could be concluded that location is also one of the most important factors which motivate customers to purchase and make Primark successful. ercent of customers would like to consider the location of garment stores when they go shopping. Convenience and easiness are the expectations during each time customer’s purchase. Few customers are willing to spend extra time going to a remote place merely for the purpose of buying clothes. Furthermore, Primark is sensible; it hardly locate the branch stores in the city or town which most customers have a high disposable income, such as Windsor and Grilfield. This group of people seldom purchase low price clothes, which would influence the sale of Primark. Primark has wide distribution net. It operates around 181 stores in Ireland, Spain and the UK†.? As we can see from Appendix B, the distribution of Primark in the UK and Ireland is quite dense. Primark is planning to develop the European market in 2009.? The European clothing market has a huge potential for Primark to expand and achieve maximum profit. Distribution Primark is a direct marketing retailer, which does not use any intermediary media. Therefore, it can reduce the cost. Simultaneously, customers can get the latest clothes quickly. Primark has two distribution centers,? which distribute all the products to each brand store. The distribution channel is crucial for Primark; it links both internal performance and external environment. â€Å"Multiple locations do cause more awareness but that is only the first step in a consumer’s decision-making process. † Hartnett, M. , 2006, p4 ?Product Finally, Primark has been value fashion brand, which exists in a mainstream clothing market. With cheap products, it has been recognized as top priority by young consumers. According to Hilton, most value fashion retailer, such as George, attract more family shoppers whereas Primark aims at the youth. The family shoppers might spend more money on household goods whereas the youth is likely never to consider these things. Therefore, its primary product orientation is to attract youth female who seek fashion as a fad. Primark takes into account in the purchase of a garment cheap value products are like a throwaway fashion during a short period in a competitive economic market. With this strong perception, as a result, Primark designs a wide range of key products as its prime, making inroads into the youth appeal market, ranging from women’s clothing such as underwear, pajamas, coats, handbags, shoes to men’s t-shirts, coats. Furthermore, Primark has become good at imitating other high street brand designer’s masterpieces, which are popular off the catwalk fashion. Analyzing from the pictures above, we can visibly see the style is nearly similar. On the other hand, in order to pursue a fresh fashion, Primark updates its products rapidly, even once a week. This action makes Primark maintain an underlying advantage, compared with other rivals, such as New Look, Peacock in a fashion scope. The factor playing a crucial role in the whole process to ensure the speed of update is the supplier of products. As a matter of fact, Primark has its own factories in developing countries, such as China, India. This integrative management not only ensures essential low price but also eliminate supply chain’s approach to accelerate frequent seasonal update. It has a strict pattern of conduct to ensure good quality and efficiency in vogue. 2). the negative view of customers ?Physical evidence: environment, facilities, etc. With the furies competition in the marketing place, physical evidence plays an increasingly important role in marketing, especially to companies as Primark, such a fashionable clothing company. According to the prior survey, __% of people take physical evidence into account when make purchase decisions. Physical evidence means the material part of services which consumers can see and touch? In environmental psychology terms tangible objects can make deeper impressions on consumers and, directly influence their evaluation on the products as well as the brands. A well-arranged physical environment can help to promote consumers’ decision making. However, combined with the survey and team members’ practical visit to Primark, it doesn’t do quite well in physical evidence in most of its stores. Following are the main deficiencies in the stores of Primark. 1. The uncomfortable background factor: the high temperature and the poor ventilation. Since Primark stores are always full of customers in peak hours, the higher temperature and the poor ventilation system may make customers feel uncomfortable and even dizzy, thus decreasing purchasing actions in certain degree. 2. The simple designing factor: lack of attractive signals. Although simple can be a kind of style, to Primark, a brand emphasizing on fashionable clothes, it does need some fashionable decorations to support its product value. The inside decoration of its stores is quite similar to that of the supermarkets. It is incredible that a customer can not find even one well-designed decoration or signal in the store! 3. The shortage of functional factor: crowded layouts and insufficient fitting rooms. When doing shopping in Primark, the most sentences one hears are: excuse me†. In some places, the space between shelves is too narrow to pass two people simultaneously. What’s more, there is always a long queue in front of the fitting room. After interviewing some customers, they complained that it always took them more than 20 minutes to wait! 4. The lack of staff. According to the manager of Reading’s branch, the shortage of the staff is one of the biggest problems now. Take this branch as an example, the total number of staff is – among which only – sales staff. The lack of staff brings many problems. For instance, the staff usually can’t finish shelves timely during the peak hours. And it is also very difficult for customers to find a staff for information. If Primark wants to further increase its sales volume, they had better consider improving its physical evidence in stores. It can not only stimulate consumption but also add value of the products. Fair trade Primark is considered the No. 1 least ethical company by consumers this year, according to a recent survey conducted by populous for the Times (Retail Week, 2008). Although Primark intends to stress its credential as a good social company, what it does obviously contradicting what it alleges. Earlier on the 23ed June of this year, a BBC P anoramo program in UK exposed that Primark hires children as its labor in India’s sweatshops (BBC, 2008). In response to this accusation, Primark terminated its contracts with those three manufacturers in India. However, is this action the end or just the beginning? With the growing number of â€Å"green† consumers and the new structure of the economy, retailers such as Primark are obliged to plunge into Corporate Social Responsibility. Fail to do it may finally make a negative impact on the company’s profit. Look back to the prior survey; it can be found out that Primark has a low brand value. Most consumers choose Primark only because of its cheap price and convenient location. Since the price of Primark is already on the bottom, what can be done if Primark wants to further increase its profit? The answer is quite clear, in order to maintain a long term growth in its profit, Primark should turn itself into a good social corporate. ?Customer relationship According to an interviewed customer said, â€Å"Although the price for a T-shirt can be one pound, the customer services can be zero. † (Interviewee 1), some customers do feel it is an unpleasant experience of shopping in Primark. The number of stuff in Primark store is quite low, as the store manager of Primark in Slough pointed out, they do lack of employees, and sometimes stuff seems to have to work too much, even customers still complain about no response sometimes. Slough manager) However, there is certain group of customer think that they do not care about the service because the unbelievable price; and they prefer to do shopping freely without shop assistant interfering in. Process: long queue During busy time, every afternoon, especially on weekends, there is usually a quite long queue in front of its cashier. For example, there is only one â€Å"Please pay here† with seven cashiers for a two-floors-store in the Primark of Luton. People have to wait more than 20minites to pay. Some people decide to give up shopping when see that long queue. 2. ecommendation : Based on our research, more cashier, more fitting room, more employees to develop customer response, increase the loyalty of customer by membership card or point card. Retail businesses not just look at the quality and price of goods. It must be including the good service. That is the weakness of the Primark Today the Primark still just put all the products in the store, and customers need to try by themselves and pick what they want from mass of goods into shopping baskets. Firstly, most of the day, products are put in mess order or maybe on the floor after tried. When the customer like the style and want to choose the right size, they may not be able to find out. So there should hire more staff to clean up the mass of good by a period time. Secondly, fitting room of Primark is not enough for those customers. Sometime it is difficult to fit the clothes due to the long queue for the fitting rooms, then that many customers decide to buy clothes without trying, without waiting which brings customers a disaster of feel unsatisfied about what they bought, or increase the return rate (see photo 1). I think that must build up a several fitting room for the customer and limited the number of cloth when the customers want to try. That could be reducing the time and increasing the space for others. Thirdly, the mirrors in Primark stores are not enough. For those goods what can be tried without fitting room, customers have to take them to mirrors which far from where they picked from and do not want to take them back, so the products will be messed up more. For this can be easily to solve, hung some more mirror. That is low cost and also convenient customer and staff. However those just an unremarkable point, If it can improve these. It will look tidier and the frequency of the customer come will increase. 3. Conclusion Primark is in a growing market, attract customer by low price and convenience. It needs to do more to satisfy customers. From the prior paragraph we can see the reason of Primark have achieved the success today. It has the low price and variety style to attract the customer and has the good location to convenient them for shopping. That would be the most two selling point of the Primark. But in now a day’s market just have low price is not enough to compete with others. On the other hand the low price means they have low cost on the supply chain. Good location on a high street means high fixed cost on the estate rent. Obviously fix cost is fixed. When the price doe not getting high and want to increase the net profit that we should look at the amount of customer. To reach this point just using the same offer is difficult to attract new customer and keep the same number of old one. To satisfy them, tell them we not just have low price we also have the high quality of service. Primark free essay sample The concept behind the retail promoting is confirmed that an organization makes items a client needs or demand. Utilizing different ways to deal with consumer behavior, advertisers and also imaginative approaches to pull in customers to an item. This writer suggested the worker fulfillment to be an important determinant of benefit quality and consumer loyalty. In light of an experimental and a conceptual explore survey. Distinguish five key IM components: worker inspiration, whats more, fulfillment, client introduction, and fulfillment, between practical administrations based approach towards an associations workers and an execution of a corporate system. (Ahmed, 2002)In 1969 the Primark effective business show, that the first Primark t store was opened in Dublin, Ireland. Primark was originated and directed by the name of Mr. Arthur Ryan. Moreover, Primark was extended to nation crosswise over Europe and America. In April 2016 the latest store was opened in Italy. The Primark has 60,000 staff individuals and have 700,000 utilized by their suppliers which is huge target to Primark. We will write a custom essay sample on Primark or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Primark has an online nearness, which comprises of their own website and additionally an expensive web-based social networking electronic person to person communication nearness, including Facebook, Pinterest, Twitter and Instagram account. Clients are likewise allowed to transfer their photographs on Primania page of the site, wearing Primark articles of clothing with an uncommon true objective to share their looks.

End- or Endo- Biology Prefixes and Suffixes

End- or Endo- Biology Prefixes and Suffixes The prefix (end- or endo-) means within, inside or internal. Examples Endobiotic (endo-biotic) - referring to a parasite or symbiotic organism that lives within the tissues of its host. Endocardium (endo-cardium) - inner membrane lining of the heart that also covers heart valves and is continuous with the inner lining of blood vessels. Endocarp (endo-carp) - the hard inner layer of pericarp that forms the pit of ripened fruit. Endocrine (endo-crine) - refers to the secretion of a substance internally. It also refers to glands of the endocrine system that secrete hormones  directly into the blood. Endocytosis (endo-cytosis) - transport of substances into a cell. Endoderm (endo-derm) - inner germ layer of a developing embryo that forms the lining of the digestive and respiratory tracts. Endoenzyme (endo-enzyme) - an enzyme that acts internally to a cell. Endogamy (endo-gamy) - internal fertilization between flowers of the same plant. Endogenous (endo-genous) - produced, synthesized or caused by factors within an organism. Endolymph (endo-lymph) - the fluid contained within the membranous labyrinth of the inner ear. Endometrium (endo-metrium) - inner mucous membrane layer of the uterus. Endomitosis (endo-mitosis) - a form of internal mitosis in which chromosomes replicate, however the division of the nucleus and cytokinesis do not occur. It is a form of endoreduplication. Endomixis (endo-mixis) - reorganization of the nucleus that occurs within the cell in some protozoans. Endomorph (endo-morph) - an individual with a heavy body type predominated by tissue derived from the endoderm. Endophyte (endo-phyte) - a plant parasite or other organism that lives within a plant. Endoplasm (endo-plasm) - the inner portion of the cytoplasm in some cells such as protozoans. Endorphin (endo-dorphin) - a hormone produced within an organism that acts as a neurotransmitter to reduce the perception of pain. Endoskeleton (endo-skeleton) - an organisms internal skeleton. Endosperm (endo-sperm) - tissue within the seed of an angiosperm that nourishes the developing plant embryo. Endospore (endo-spore) - an inner wall of a plant spore or pollen grain. It also refers to a non-reproductive spore produced by some bacteria and algae. Endothelium (endo-thelium) - thin layer of epithelial cells that form the inner lining of blood vessels, lymphatic vessels and heart cavities. Endotherm (endo-therm) - an organism that generates heat internally to maintain constant body temperature.

Finance and Management Essay Example | Topics and Well Written Essays - 1500 words

Finance and Management - Essay Example With the use of the budgets, businesses will produce different management reports to the various stakeholders. The reports will be important in the evaluation of the business performance and act as a motivation to the employees. Product cost can be defined a s the total costs that is incurred in the manufacturing of goods or the provision of servicers. Various cost elements are involved in the process of producing a product. These include material cost, labor costs, overhead costs, and other expenses (Polimeni, 2000). The sum of these costs constitutes product costs. Material costs are labor costs are direct cost that are associated with the goods and are easy to determine when determining the cost of products (Epstein & Lee, 2001). Material costs can be determined from the purchase receipts that are made. Labor expenses are also determined from the salaries and other allowances that are paid to the workers and other experts that are involved in the production of goods and services. The last component of product costs that includes the overhead expenditure poses a challenge to cost accountants on how to incorporate them in the product costs (Horngren, 2009). There are different cost accounting methods that can be used to allocate these costs to the products to determine the total costs of the products. Product costs are necessary for decision-making and for external purposes. Product costs can be determined using the following methods. First, marginal costing system can be used in calculating the product cost. In this method, only the variable costs are used in arriving at the product prices (Polimeni, 2000). The organization will therefore use these costs to make decisions. Fixed costs and sunk costs are not included in the calculation because they are past costs which cannot influence the future managerial costs. Product costs determined in this manner will only be important in making internal deci9isions and not for external uses. The second cost methodology that can be used is the total costing or absorption costing method. In this method, the prices of products are determined by adding all the costs incurred in production including the fixed costs and other overhead costs (Epstein & Lee, 2001). All the costs are considered relevant because the management incurred the cost in the process of making the product. The method of should be used in determining the selling price that is charged on the products because it incorporates all the costs involved in the process (Lucey, 2002). The prices can therefore be determined by adding a desired margin on the cost of the goods. Moreover, the product costs can also be determined by the use of activity based costing. Activity based costing assists in the allocation of overhead costs that are then summed up to the variable costs to arrive at the total product costs. In this method, the overhead costs are allocated to the various cost centers and using the cost drivers. The method helps in charging costs to the various activities. This method has been used widely to control the costs of activities and make managers do away with non-essential activities that do not add value to the product manufacturing. Through the elimination of the dummy and redundant activities, the management will be in a position to achieve efficiency and effectiveness in the process. The last costing methodology that can be employed is the throughout costing. This method is criticized by the accountants and is

Revenue Recognition for a Computer Hardware Company Essay

Revenue Recognition for a Computer Hardware Company - Essay Example At the beginning of 2001 the Enron Corporation scandal was covered by the media. The consequence of cooking up the numbers for Enron was a complete depreciation of its corporate stocks and an eventual bankruptcy filing. In this current market investors are weary and need reassurances that public companies are making sure its accounting and financial numbers are legit. The smallest irregularities could seriously affect the firm’s secondary stock issuance which is set for February of 2002. There are some issues that need to be attended immediately concerning the revenue recognition practices of the company. The company’s main auditors, Peale & Gowell & Quill, are concerned about four particular financial transactions that occurred recently. I am also concern about the transactions which involved revenue recognition. Most of these transaction are not recognizing the company’ revenue in the correct manner and will affect this financial results of this fiscal year by overstating the actual income of the company. The transactions are violating the generally accepted accounting principles (GAAP) and accounting theory. The revenue recognition principle states that revenue may be recognize in the accounting period in which it is earned (Weygant & Kieso & Kimmel, 2002, p.90). The first irregular transaction involves a transaction between the company and Elegant Housing. In this sale the company took a $20,000 non-refundable retainer and gave Elegant $400,000 of merchandise on trail a basis for six months. The company recognized the entire sum as earned revenue. This transaction i s wrong and should not be registered in this way. An accountant must always follow the principle of conservatism, which states that when in doubt the accounting alternative that is least likely to overstate assets and profits should be chosen (Narayanan & Bukart, 2005). A proper recognition of the transaction would be recognizing $20,000 as

Napoleon and Romanticism Essay Example | Topics and Well Written Essays - 1250 words

Napoleon and Romanticism - Essay Example Of the three, it was Byron (1788-1824) who made the biggest impact during his lifetime. His poems acted as a major source of inspiration for generations of Romantics. Unfortunately, his verses have not lasted well. His most famous poems are very long and belong to a more leisurely age when people had the time to read such things. But Don Juan still sparkles with a wit that is most un-English and the shorter lyrical verses can still give much pleasure. The defeat of Napoleon brought no improvement in the condition of the masses. After 1815 there was a deep fall, which paralyzed trade and brought a wide unemployment and poverty. The ranks of the unemployed were swelled by a flood of discharged soldiers and sailors. The victors of Waterloo and Trafalgar were forced to beg for crusts of bread in the streets of London, Manchester and Portsmouth. In an analogy to Stalin, Napoleon, the gravedigger of the French Revolution, was seen by many as the continuator of the revolutionary traditions of 1789-93. Wherever his armies set foot, they set about smashing the old order in Europe, and therefore, in a distorted form, they stood for revolution. On the other hand, the armies of England everywhere defended the forces of reaction. Nelson, the national hero, hanged the patriots of Naples and delivered them over to torture and murder at the hands of the reactionaries. Inside England, the reactionaries went on the rampage, smashing printing presses and beating up suspected radicals. One might say that occasionally the pose seemed more important to him than the idea itself. But this was entirely characteristic of the Romantics in general. It was also characteristic of many Romantics to admire, even worship - Napoleon, the Corsican upstart who had hijacked the French Revolution in its period of decline. The attraction felt for the person of Bonaparte among the Romantics bears a certain resemblance to the attitude of many foreign intellectuals to Stalin. Sincerely sympathizing with the cause of the Russian Revolution and the USSR, they lacked the Marxist understanding to be able to analyze the real nature of Stalin's regime or see any difference between it and the regime of workers' democracy established by Lenin and Trotsky in 1917. Therefore, napoleon is considered just the gravedigger of the French revolution and not the nemesis. Romanticism Romanticism was name given to the new tendency. According to "Walter pater", 'it is the addition of curiosity to the desires of beauty' , the eagerness for new impression and new pleasure, to be sought where the hard work of nature or the artist had been most cunning. More than this it was in revolt against authority, tradition and convention, whether political, social,

Essay On Critical Incident Analysis During Placement Nursing Essay

Essay On Critical Incident Analysis During Placement Nursing Essay This essay will reflect on critical incident which took place at my placement. It will outline how critical incident analysis is incorporated in the care provision of people with mental health problems particularly from a nursing perspective. I will also attempt to point out the weakness and the values of reflection and analyse care provision in a more structured therapeutic approach. Bandman and Bandman, (2002) suggest that in order to analyse an incident we need to think critically, reflecting on our beliefs, ideas, feelings and use of language. Gamble and Brennan, (2000) suggest that relationship between reflection and critical thinking emphasises the need for critical thinking to be based on reflective thinking. In this essay I shall also draw on Johns Reflective Cycle (Pearson et al 1996) to give the reader a clear understanding and analysis of the incident, highlighting risk management as a major issue of concern. I will also highlight the daily risks, which Mental Health Nurse s face in relation to the ethics, policies and procedures that guide them. All names have been changed for reasons of confidentiality Nursing and Midwifery Council, (2008). Drawing upon an incident within my most recent placement, the discussion will reflect on the therapeutic intervention of family therapy as long-term psychotherapeutic intervention to treat an identified patient diagnosed with paranoid schizophrenia. It will also critically analyse the benefits and shortfalls of this intervention. Description Reflecting on the incident described later in this essay, I found it more appropriate to use Johns Reflective Cycle, (Pearson et al 1996) because it focuses on both the patient and the nurse unlike other models that lack a user focus reflection mainly on the nurses feelings, ideas, beliefs and judgements. Johns Reflective Cycle (Pearson et al 1996) places great emphasis on the feelings, emotions and insight of the client as well as the practitioner, which I feel is of greater significance as it offers a more objective perspective. The reflective cycle is also very clear, easy to follow, easy to understand and gives the reader a clear analysis of the incident which is very important in making sense of the whole reflective process. Johns reflective cycle illustrates the following framework; first stage- phenomenon, second stage-rationale, third sage-causal essential factors, fourth stage-reflection, fifth stage-alternative actions, sixth stage-conclusion. Following this guideline it is that one can structure their reflection and bring out sense to the whole reflective process. I chose to write about this incident because I feel it emphasizes the risks mental health nurses face when working with mentally disturbed people. It shows how policies and procedures can disempower professionals, placing them at increased risk of aggressive or disruptive behaviour. I also found it easy to use the critical incident analysis technique to evaluate possible therapeutic intervention in patient care. The risk posed by the patient in this scenario could have been reduced if the nurses involved in the patient care used psychosocial interventions. The incident described in this essay call into question the policies and procedures used in Community Mental Health Services on dealing with crisis or emergency situation and the duty of care as a role the nurse. Legally and ethically nurses are not allowed to search patients in the community, (Thomas et al 1997) which places staff in a very vulnerable position which is very evident after reading and reflecting on the scenario. Zack suffers from Paranoid Schizophrenia. Following is a brief summary on Schizophrenia in order to give the reader a picture of the patients condition. Schizophrenia is a broad term given to group of mental illness which are traditionally characterised by thought disorder, auditory and visual hallucinations, delusional beliefs along with emotional and behavioural disorder leading to progressive deterioration and social withdrawal Ironbar and Hopper, (1989). This patient in-particular suffers from Paranoid Schizophrenia, distinguished by intense thought disorder, delusions and hallucinations, the sufferer having perceptions, beliefs and ideas of reference that things are being said about them and things being done to them which they believe may cause them harm Thomas et al (1997). Medical treatment involves long-term use of psychotropic medications such as anti-psychotic drugs and mood stabilisers. From a social model approach research has shown that long-term psychotherapy programme s such as family therapy have proven effective Thomas et al (1997). Patient Profile and Context Zack is 28 year old male outpatient known to the Mental Health Services since 2001 with a diagnosis of Paranoid Schizophrenia. Zack is an asylum seeker from Algeria and of Muslim origin, though he is not very strict with the religion. He visits the clinic every fortnight for his depot (Depixol) injection. When is unwell, he develops ideas that Jews and homosexuals are conspiring against him and believes he has special powers. Both his parents are alive; they believe he brings shame to the family due to his mental illness. There has been growing concerns about Zacks family not doing enough to help him through his illness and neglecting his needs. Staff has raised the need to engage the family in family therapy as a way of helping Zack and family cope with his illness but as yet no family members has agreed to this type of intervention. Scenario/Phenomenon-Reflection The Depot clinic normally opens at eleven oclock following the weekly Community Mental Health Team meeting. Zack was due for his depot injection that day but he arrived two hours early looking unkempt. The Community Psychiatry Nurse (CPN) and I went to talk to Zack and told him that we were having a meeting therefore he had to come back when the clinic opens. Zack said he wanted to have his injection early because he wished attend the Muslim celebrations taking place locally that day. He displayed signs of being mentally disturbed, talking and muttering to himself about apparently meaningless and strange things. Zack appeared to be very hostile and provocative with fluctuating thoughts. The CPN insisted Zack had to wait but he was adamant on receiving the depot immediately. Zack became increasingly agitated, pacing up and down, raising his voice shouting abusive words to us. Zack began to make treats of arson, claiming he had a knife. He suggested he would stab one of us if we did not adhere to his demands. As soon as he said that and having observed his behaviour, I was perplexed on the one hand the need to do something about this patient who was clearly unwell and in need of support and treatment, while also being mindful of the risk to both the CPN and myself. The CPN decided to minimise the risk by agreeing to give Zack his injection and getting him out of the building as quickly as possible. I felt this was a risky decision because if Zack did have a knife we were potentially placing ourselves in greater danger by engaging with him further. I pulled the CPN to the side I let my feelings known. The CPN responded by informing me that Zack did not have a history of violent or aggressive behaviour nor was he known to carry knives. I felt we needed to make sure Zack was not carrying any knives or sharps before we went into the clinical room to give him his injection. The CPN then asked Zack calmly and politely if he was carrying the knife at this point Zack produced a knife from inside his jacket. We followed the Trust policy for dealing with armed and dangerous patients that you must call for back-up; we pressed the alarm alerting other staff for assistance. The police were called and arrived very quickly they seized the knife Zack was also found to be carrying a screwdriver. He was taken to an acute admissions ward of a nearby hospital under Section 2 of the Mental Health Act (1983) for further assessment of his mental state. His family were informed but they seemed not to be concerned. Influencing Factors Family therapy involves the whole family in the treatment process based on the understanding that a particular symptom or group of symptoms, exhibited by a family member. Reflecting on Zacks relationship with his family it is important to note that due to their culture the family had negative attitude towards the illness and they felt it brought shame to the family. By educating the family, which is a major component of family therapy, it helps gain understanding into the illness, how they can monitor, support and supervise the patient which contributes to the development of insight and helps reduce risk of relapse and hospital admission. Fadden, (1999) cited by (Gillam 2002, p106) defines psycho educational interventions as those interventions where the patient and family members are seen together, where is acquisition component in addition to a didactic element where the primary aim is reduction of relapse in the patient It has been shown that those patients who have family who are willing to engage in the patients care in a supportive manner have an enhanced probability of maintaining stability in their mental state. Therefore, use of family therapy as a long-term psychosocial intervention reduces the risk of relapse, which is what happened in this scenario with Zack. Engaging with the patient is very important in providing care and monitoring people with schizophrenia and it would be very important for the patient and his family. The family also feel supported by the therapist who works with them to help develop an understanding of the illness and reduce their fear and misguided prejudices. As a nurse/therapist it would be important to understand effects of culture in this situation and try to bring awareness to the family that mental illness is very common and maybe show the family statistics on how many people live with mental illness. It would also be important to educate the family on understanding the improvement rate for people who engage into family therapy and benefits. Evidence based practice would be very important when working with this family as it shows proof that treatment can actually work and has been proven to do so in many cases. Family therapy has been found to be effective, as an adjunct to drug therapy in the management of schizophrenia Birchwood, (1994), therefore the family should monitor that patient is taking medication as required. By encompassing family therapy, psycho education it encompass the involvement and support of family members in the care of an individual Gillam, (2002) which is very important in this scenario. This helps the family gain understanding into the illness and accepts it even though this might be difficult due their cultural beliefs. Staffs are always at risk of aggressive patients and therefore there is great need for risk assessment. Clinical risk is concerned with the danger in which an individual might pose to themselves or others Gamble and Brennan, (2000). Research has identified that the occurrence of violence, arson and homicide depends on additional situational factors and their accumulation lead to increased risk. In this situation having observed the incident from the beginning, I observed Zacks escalating behaviour, presentation such as speech, voice tone, gestures and they determine a lot in ones mental state Gamble and Brennan, (2000). There are other precipitating factors leading to this incident such as the psychosocial environment and stimuli in this case the day of the depot coinciding with the celebrations. If it was a different day, maybe Zack would not been very paranoid and carrying a knife. Also the fact that staff could not meet his needs, it made him more aggressive and in a way no one would have known he was carrying a knife. Psychiatry nurses face importance of risk assessment due to the restrictions they have in searching people who they suspect to be dangerous. The fact that Mental Health Clinics have no enough security measures to detect people who bring in weapons, it increases the risk. Staffs are limited in the procedures of working with patients and it is illegal and unethical to go through patients things or searching them without their consent Thomas et al, (1997). Mental illnesses can manifest in a way that can cause distress to both the patient family and carers but with the help of such therapies as family therapy I recommend it. I believe that Zack could benefit more from it. This intervention has been proven useful by research in the management of schizophrenia Gamble and Brennan, (2000), therefore it is useful to use such therapies inform our care as part of evidence based practice. Rowland and Goss, (2000), writes about evidence based practice as the aspirations nurses should deliver care and therapy based on procedures that are known through research to be effective. Family therapy help the patient cope with their condition and improve their quality of life. Relatives and carers also benefit and by empowering the patient, the family members help the patient change their behaviour Slade and Haddock, (1996) cited by Gamble and Brennan (2000). Research carried out in the last twenty years on high Expressed Emotion (EE) by the Social Psychiatry Unit at the Institute of Psychiatry provided evidence of negative impact of high (EE) on the course of the family of a schizophrenic patient Gamble and Brennan, (2000 ). Families find distress in copying with the condition but they are also showed hostile behaviour by the sufferer and eventually become emotionally over involved. These developments led to the development of family therapy intervention. Family therapy reduces the effect of schizophrenia such as hospitalisation and relapse Ironbar and Hooper, (1989). If Zacks family was involved in care, this incident might not have happened. Family therapy also improves patients functioning and lowers the burden on the family. If one receives support from family, he is more likely to improve adherence to medication, less violent and lower negative family effect. A component of family therapy includes engagement of families and patients, behaviour, self-management, maintenance of skills, dealing with violence, risk management, assessment, cultural issues, over involvement and interpersonal boundaries, Gamble and Brennan, (2000). In Zacks situation all the above on family therapy would be helpful and it involves issue on culture hence Zacks family feels he is a disgrace to the family, which is part of their cultural beliefs. Making them understand the illness would be more helpful in coping with Zacks illness. Research has also found out that these psychosocial interventions are more useful than taking routine medication treatment and not only benefit patient, but also family carers and relatives Ironbar and Hooper, (1989). In helping this patient, this type of intervention should help him gain insight and doing individualised care with the nurse in the therapy it can be achieved. Gillam, (2002) suggests the importance of using drug treatment therapy in conjunction with family therapy for maximum benefit to the patient, family and carers. Reflecting more on this scenario, it brings out issues of concern and critical incident analysis would be very important to guide the whole reflecting process. Developing skills on reflecting enables one to learn more effectively from practice situation and identify what you have learned in practice John, (2000). There is also emphasis that reflection is related to a complex and deliberate process of conscious thinking about interpreting experience in order to learn from it. In this incident I used my knowledge on risk management to lower the risks Mental Health Nurses face in working with mentally ill patients. I was trying to minimise the occurrence of an event that would be dangerous. Considering the importance of critical incident analysis to analyse this scenario was because it gives me an understanding and appreciation of the whole Clinical Incident Analysis (CIT) process. I also chose family therapy because as noted before the family could offer a lot of help to the patient, but only if they can engage with the patient and understand the mental illness and how they can lower the fear and prejudices of living with somebody with a mental illness. Before this incident happened, I felt very nervous that being a student nurse involved in such a difficult situation. However, my feelings changed later when Zack was found to be carrying a knife. Having not emphasised on the nurse to check if the patient actually had the knife, this could have lead into someone getting hurt or even killed by the patient. This was also a learning process for me I learnt that besides taking medication like in this situation, the patient was on medication, there are other therapeutic interventions which can be used to lower the stresses in the family of a schizophrenic patient and help the patient manage and cope with his own illness. Critical incident analysis was very important in giving structure to the whole reflection process and gain appreciation to therapeutic interventions that nurses can use in managing schizophrenia. On the other hand I knew it was unethical and illegal to search this patient, but I felt in such incident, nurses should have the power to search thought to be dangerous or threatening to staff. Evidently, according to reports from Department of Health (DH) (2008), there has been an increase in the violent incidents involving staff working with patients with mental health problems. The issue of risk management, risk assessment is something not to ignore in Mental Health Nursing. Risk management is intended purpose of assessment process, reducing severity of identified risks though they vary over time and circumstances Gamble and Brennan, (2000). Gates et al (2000) identifies clinical risk assessment as an established tenet of Psychiatry Nursing treatment. The establishments of National Service Framework and Guidelines (DOH, 2008) have emphasised on practitioners on the importance of risk assessment. There have been a large number of tragedies and homicidal incidents involving psychiatry patients therefore there have been high expectations in considering risk assessment as a major tool in mental health nursing. Alternative Strategies In this incident I felt I had to remind the CPN on the danger Zack was posing to us, reflecting on practice Thomas et al (1997). This is achieved by assessing situations and judge how dangerous they could be or how best you can deal with them in a professional and ethical way. NMC, (2008) states that professionalism and accountability in all our practices and by being accountable, you have a good cause to justify your actions in this situation safety was a priority. In future if I face the same situation, I would act quicker and take precautions to safety in time. I would also use good interpersonal skills to try and talk to the patient. I would also use my knowledge of risk management and safety precautions since nurses have a duty to look after themselves as well as public, than just looking after the patient Stern and Drummond, (1995). I would also consider that when working with people with schizophrenia there is great need to engage into psychotherapy interventions, family therapy a priority adjunct to drug therapy. Conclusion- Learning In conclusion, the essay clearly considers the values of family therapy as a possible psychotherapeutic intervention to be used in the management of schizophrenia. It also gives appreciation of the whole process. The essay also demonstrates the importance of ongoing clinical supervision and the role of a Psychiatry Nurse. Evidently throughout the essay, it is clear that mental health nurses face a great risk in their day to day practices in working with mentally ill patients. Highlighted is the importance of reflecting and using Clinical Incident Analysis (CIT) process as a major tool to help the whole reflective process. The stages of Johns reflective cycle were used in the essay as it enabled the writer to identify the phenomenon. The need for risk assessment and critical thinking you are able to analyse and reflect on an incident and bring more sense to the reader. Word Count: 3294

Mercy Killing Essay -- essays research papers

The applied moral issue of euthanasia, or mercy killing, concerns whether it is morally acceptable for a third party, such as a physician, to end the life of a terminally ill patient who is in intense pain. I will go further into the facts of this in my paper. The euthanasia controversy is part of a larger issue concerning the right to die. Staunch defenders of personal liberty argue that all of us are morally entitled to end our lives when we see fit. Thus, according to these people, suicide is in principle morally permissible. For health care workers, the issue of the right to die is most prominent when a patient in their care is terminally ill, is in intense pain, and voluntarily chooses to end their life to escape prolonged suffering. In these cases, there are several theoretical options open to the health care worker. First, the worker can ignore the patient's request and care can continue as usual. Second, the worker can discontinue providing life-sustaining treatment to the patient, and thus allow him to die more quickly. This option is called passive euthanasia since it brings on death through nonintervention. Third, the health care worker can provide the patient with the means of taking his own life, such as a lethal dose of a drug. This practice is called assisted suicide, since it is the patient, and not technically the health care worker, who administers the drug. Finally, the health care worker can take active measures to end the patient's life, such as by directly administering a lethal dose of a drug. This practice is called active euthanasia since the health care worker's action is the direct cause of the patient's death. Active euthanasia is the most controversial of the four options and is currently illegal in the United States. However, several right to die organizations are lobbying for the laws against active euthanasia to change. Two additional concepts are relevant to the discussion of euthanasia. First, voluntary euthanasia refers to mercy killing that takes place with the explicit and voluntary consent of the patient, either verbally or in a written document such as a living will. Second, nonvoluntary euthanasia refers to the mercy killing of a patient who is unconscious, or otherwise unable to explicitly make their intentions known. In these cases it is often family members who make the request. This would be done against the wi... ...ss, and not enough on other intrinsic goods, such as justice and rights. Accordingly, Rachels offers a revised utilitarian version: active euthanasia is permissible since it promotes the best interests of everyone (such as Jack, Jack's wife, and the hospital staff). Rachels also argues that the golden rule supports active euthanasia insofar as we would want others to put us out of our misery if we were in a situation like Jack's. The categorical imperative supports active euthanasia since no one would willfully universalize a rule which condemns people to unbearable pain before death. Rachels closes noting an irony: the golden rule supports active euthanasia, yet the Catholic church has traditionally opposed it.   Ã‚  Ã‚  Ã‚  Ã‚  My thoughts towards Euthanasia is simply I believe that for people that are in great amount of pain or are suffering unbearably and don’t have any chance of recovery, can make the choice to continue living or to die. I know if I were in that situation I would like to know I have the choice. In situations were the patient is unconscious or unable to make the decision I think that the family should be able to make the choice for the patient.