Ethical Dilemm People Face Ethical Dilemmas - 943 Words

Ethical Dilemma Essay People face ethical dilemmas every day. This brings to light what one’s personal ethics are based on. According to the lecture, â€Å"In a CWV ethics are grounded in absolute and universal moral principles that have been given by God. In modern culture, moral standards are subjective and based upon personal preference† (Lecture 16). In this essay a case study will be given and solutions to the dilemma will be given from two different worldviews. The ethical dilemma I have chosen to write about is abortion. I will first give the Christian worldviews opinion for this dilemma then I will give a naturalists worldview opinion. Ethical Dilemma Susan finally gets pregnant after trying to get pregnant for many years. When she†¦show more content†¦Richard say it is ultimately her choice but he suggests that she stops the suffering before it starts. Core Beliefs The core beliefs that would be relevant to this situation from a Christian worldview are you shall not kill and God has a reason for all things. All life is precious. God created all things and He creates them to His divine plan. God has a plan for that child even though he or she will have Down syndrome. God says killing is wrong in the Ten Commandments and abortion is the same as killing someone. Resolution From a Christian worldview the solution would be to have the baby not and abortion. Abortion is wrong in the eyes of God because it is an act of murder. All life is precious and when a women has an abortion she is destroying God’s perfect creation. That child is perfect in God’s eyes even with the Down syndrome. God has a will for that child. Evaluation If Susan decides to have the baby she will most probably have to quit her job and stay at home with the child for the rest of the child’s life. She will have to devote herself to the baby and always be there for the child. According to Richard Dawkins, â€Å"you would probably be condemning yourself as a mother (or yourselves as a couple) to a lifetime of caring for an adult with the needs of a child. Your child would probably have a short life expectancy but, if she did outlive you, you would have the worry of who

Running in the Family Essay Example For Students

Running in the Family Essay Running in the Family is a fictionalized memoir, written in post-modern style, involving aspects of magic realism, by Michael Ondaatje. It deals with his return to his native island of Sri Lanka, also called Ceylon, in the late 1970s. In the passage The Bone, Michael shares a story about his father. The entire passage is filled with strange imageries, metaphors, and again that blurred line between fact and fiction. The passage takes place within Michaelà ¯Ã‚ ¿Ã‚ ½s past; actually the story is about his father. The story takes place in a time before Michael was born, which means the story was told to Michael on his trip to Sri Lanka. Michael Ondaatje in this chapter really crossed the line of reality and went into fiction. In no way is anything in the passage real. The perspective of the novel as well as this passage is always a mystery. The true perspective of this passage is addressed. Within the passage the literary devices, which are used to emphasize the fiction of Michael Ondaatje brings, as well out the actual fiction of the story of Michaelà ¯Ã‚ ¿Ã‚ ½s father, which is basically a story retold to Michael. The perspective of Running in the Family is that of Michael Ondaatje, Michael Ondaatje is the famed author of The English Patient and the writer of this memoir. Nothing political or religious is mentioned in this novel or brought out of the pages of the book. Instead, Michael is focused on close social relationships of his family and friends. Despite the fact that Ceylon was a colony of various imperial powers beforehand. In Ondaatjes postmodern style of writing, he does not take up discussions of colonialism at any time. It is as if it did not exist. Normally these types of issues of colonization are shown within the authors writing; however Michael Ondaatje completely ignores these situations, as if it did not affect peoples life and opinion. Ondaatjes perspective is that of a middle-aged man, reconstructing his youth in a far-off and often magical-seeming place, Ceylon or modern-day Sri Lanka. He also writes from the perspective of a child wounded by his parents divorce and his fathers addiction to alcohol. Since there are many references to Michael drinking. The entire novel has many stories of Michaels family, especially stories about his father. This passage it about the one story that confuses Michael and upsets him. Clearly the unrealistic story he heard of his father is hurtful to him. The story is about his father losing control and as well losing himself, his humanity. Michael can relate to this, since he is trying discover himself as he reveals information about his family. Literary devices truly form this passage and are the main structure to it. Also the literary devices make everything unrealistic. In one hand he holds five ropes, and dangling on the end of each of them is a black dog. None of the five are touching the ground. No man can carry five dogs like that. The super human strength Michaels father has all of a sudden, is unrealistic, as well as impossible. He is holding his arm out stretched, holding them with one arm as if he has supernatural strength. Michael finds it hard to believe his father could do that. It is difficult for the reader to tell if the speaker, Michael is retelling the story in fiction or was the story told to him in fiction. The fiction of this passage is beyond surreal. Terrible noises are coming from, him and from the dogs as if there is a conversation between them that is subterranean, volcanic. All their tongues hanging out. This image Michael shares with the reader is very vivid and eerie. The way he talks about his father and the way he is communicating to the dangling dogs is an image that cannot be formed. The reader can practically hear the conversation Michaels father is having with the dogs. The conversation: sounds chaotic, uncivilized, and as if Michaels father has become a pure savage. The entire passage is represents the savageness of Michaels father. He was a man who loved dogs. But this scene had no humor or gentleness in it. This further contributes to the savageness of Michael fathers action as a dog loving man turned into a man who dangles dogs. Before he ran in to jungle he was known for the man who loved dogs, and now to hang them up by ropes, is not something a man would do if he l oved dogs. Michaels father runs into the forest the second he gets of the train, this ties into the tittle of the novel Running in the Family. Through the fiction of this passage, it shines a new light on Michaels father, which is rather strange. .ue71e79d2369ddf0c9949d8022b956a9b , .ue71e79d2369ddf0c9949d8022b956a9b .postImageUrl , .ue71e79d2369ddf0c9949d8022b956a9b .centered-text-area { min-height: 80px; position: relative; } .ue71e79d2369ddf0c9949d8022b956a9b , .ue71e79d2369ddf0c9949d8022b956a9b:hover , .ue71e79d2369ddf0c9949d8022b956a9b:visited , .ue71e79d2369ddf0c9949d8022b956a9b:active { border:0!important; } .ue71e79d2369ddf0c9949d8022b956a9b .clearfix:after { content: ""; display: table; clear: both; } .ue71e79d2369ddf0c9949d8022b956a9b { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ue71e79d2369ddf0c9949d8022b956a9b:active , .ue71e79d2369ddf0c9949d8022b956a9b:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ue71e79d2369ddf0c9949d8022b956a9b .centered-text-area { width: 100%; position: relative ; } .ue71e79d2369ddf0c9949d8022b956a9b .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ue71e79d2369ddf0c9949d8022b956a9b .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ue71e79d2369ddf0c9949d8022b956a9b .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ue71e79d2369ddf0c9949d8022b956a9b:hover .ctaButton { background-color: #34495E!important; } .ue71e79d2369ddf0c9949d8022b956a9b .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ue71e79d2369ddf0c9949d8022b956a9b .ue71e79d2369ddf0c9949d8022b956a9b-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ue71e79d2369ddf0c9949d8022b956a9b:after { content: ""; display: block; clear: both; } READ: A cream cracker under the settee by Alan Bennett EssayOverall the passage The Bones brought Michaels father through a change. This change made him retreat to his instinctual roots, and basically turned him into a crazed, savage, man. He was so far gone he didnt even recognize is own friend. He did not recognize Arthur, he would not let go of the ropes. What could he have gone through? In conclusion the fiction of the story about Michaels father seems highly unlikely to be true. However, if it somehow was true, the reader can assume Michaels father was going through awareness, whether it was under the influence of Alcohol, who knows.

Three Roads To One Hero Essays (1510 words) - Beowulf, Geats

Three Roads To One Hero Throughout the two epics, Beowulf, and Gilgamesh, and the novel Grendel, we see certain heroic characteristics of the main characters. Although Beowulf, Grendel, and Gilgamesh all come to a heroic end, they differ in way in which they came to that end. In Beowulf we read of a great warrior who cares about nothing but honor and his people. In Gilgamesh, we see a man who comes to a realization of his mortality, and then does all he can to overcome that weakness. Finally, in Grendel, we see a monster that was born in a cruel world, and comes to a cruel ending. Throughout the epic poem of Beowulf, we not only read of the heroism of Beowulf himself, but the guile of the antagonist, Grendel. By the fifth chapter, Beowulf is showing a characteristic that was vital to a Greek hero. He is boasting of his accomplishments. He tells of how he once fought a serpent in the open ocean. This might not seem to heroic, but you must attempt to become an archeological reader to begin fully understanding why this is so heroic. During the fist century of this millenium, one of the many things that scared people, and continues to do so today, is the unknown. Beowulf braved the unknown on not only land, but also where man has never belonged. He braved the unknown in the ocean. Grendel throughout the poem is, however, shown in a different light. He is a monster. He is a descendant of the first murderer, Cain. He kills simply for sport. He relishes in the blood of mankind. He is a monster who knows no bounds. In Grendel however, the point of view of the reader has changed. We now read from the point of view of the monster. We see how he has been born into a world where he understands next to nothing, and does not even have the comfort of a true mother. He can talk to no one, save for a dragon that sees everything, past, present and future, and he is alone in a world of humans. There is no place of refuge where he can escape the world of hate that he lives in. He is something that is unknown to humans, and is therefore unwanted, frightful, and must be either eliminated or banished form view. Although in both of the epics, one an English and the other a Mesopotamian, we read of heroic qualities of one main character, and through that main character the ideals of that culture as a whole, in Grendel, we read of an outcast, who is killed simply because he is an enigma to the people. This is where these three stories break down, in the way, not only in which they become heroes, but the way in which the author accomplishes this feat. In both Beowulf and Gilgamesh, we read of people who are highly esteemed, and emulate everything that those respective cultures hold dear. In Grendel, we see the cynicism of the twentieth century, and we read of all the ways in which our society and culture has become incongruent with that which we say we hold dear. In Gilgamesh, we read of a man who is stronger than all that are in the land, and his adventures to prove that to the world. He is a symbol of everything that his country and culture regards as praiseworthy. Not only, though, is he a physically strong person, but he is also given the gift or blessing of being able to reason. He is a man of not only sound body, but also of a sound mind. In addition to knowing how great and powerful he himself is, Gilgamesh also knows when to stop (sometimes). When he is fighting Enkidu, he discovers that his foe is his equal. Therefore, he does not become over-prideful, and deny that someone could be as great as he himself is, but he makes one of the best decisions that can be made by man. He makes his enemy his friend. The greatest interpretation of these three stories comes not only in seeing how well they are congruent, but also how they begin to differ when

Analyzing the use of Databases in an Organization

Analyzing the use of Databases in an Organization According to the American Heritage New Dictionary of Cultural Literacy Third Edition, (n.d.) a "database consists of a set of data grouped together in one location in (or accessible by) a computer". A database stores keyed information in an organized and accessible manner. The size and capacity of databases can vary from a small database used by an individual to personal information, to an extremely large enterprise database that stores several gigabytes of information accessed by thousands of individuals within an organization. Databases are essential for almost every company in today's business world. Databases can help us to keep track of many things such as personnel, inventory, phone numbers, and important trainings and updates.Microsoft AccessMicrosoft Access for Windows is a relational database management system. Microsoft Access uses the graphical abilities of Windows so that one can easily view and work with his or her data in a convenient manner.database schemaMicrosoft Acc ess makes one data available to one quickly and easily, and presents it in an effective and readable way. Its ability to locate information using query by example eliminates keystrokes and consequently speeds up the development process of what an individual is trying to accomplish.Microsoft Access lets an individual examine his or her data in a variety of ways. Sometimes the information in a record is easier to understand if the fields are arranged on a form or a report in a visually pleasing way; sometimes an individual's need to see the maximum number of data records possible on his or her screen so he or she can have an idea of what he or she is working with. A Microsoft Access form is a special window that is used for data entry. One can use the visual capabilities of Windows to create a custom form using...

Space and Place Assignment Example | Topics and Well Written Essays - 500 words - 2

Space and Place - Assignment Example ding to Finnegan, "New Yorkers use Central Park: for sports, from croquet to horseback riding to league softball; and for cultural events such as Shakespeare in the Park and other outdoor performances. It is also used for other sporting activities such as skating, cycling, and football" (302). Other than these activities, this park is a great location for a stroll as one enjoys the natural manmade habitat and watching the many types of birds available in the park. In addition, people visit this park regularly to view the numerous cascades, statues, and other figurines. There are a lot of people who use this park often. Primarily, this park is used by individuals living around New York City for recreational purposes. There are also secondary users of this park. These include musicians, local performers or actors, sportsmen or athletes, and also domestic visitors and tourists. To understand the environment in this park, it is important to describe its permanent features. As elucidated by Finnegan, Central Parks landscape covers a total of eight hundred and forty acres (304). Subsequently, this scenery is designed in such a way that presents an exceptional feeling for visitors. There are also conforming and contrasting topography, as well as characteristic impressions created by the stylish viaducts and other suspension bridges. Other permanent features in the park include lakes, ponds, commemorative inscription tablets, zoos, playing fields, and turf (Finnegan 304). There are also movable objects within Central Park. These include man-made structures such as the Obelisk, Cleopatras needle, statues, and other sculptures. There is a relationship between the permanent features and the movable objects in this park. The movable objects are used to revamp or titivate the natural environment. The natural environment comprises the permanent features. Movable objects also makes accessibility to the permanent features such as lakes easier. To propose how else the objects

International Tax Case Study Example | Topics and Well Written Essays - 2500 words

International Tax - Case Study Example Major art work galleries are increasingly maintaining an international presence such as New York based Gagosian Gallery which has branches in Rome, Paris, Hong Kong and many other cities around the world2. On the other hand, there are recognised auction houses that have had an international presence for some time but globalisation seems to have ramped up considerably in this segment of the art world in the recent decade as well. News media including television, newspapers, magazines and internet sites have been offering regular coverage for this market where the most evident feature is the regular skyrocketing of the prices of art work pieces3. The are other academic interests that involve the collection behaviour where the market for fine and decorative arts is slowly but steadily on the rise due to the favourable amounts of revenue generated from them. Art historians tend to focus on the history of collecting, while scholars in this field as diverse anthropology, sociology and economics who are interested in the multi-billion dollar international market for art4. The fine arts experience has gone even to undergraduate schools where it is common for students to pursue double majors in history and majors in art history and economics in preparation for a career in this field5. This shows that Eyemax Group has potential for numerous labour market employment opportunities for the necessary expertise to generate enough skills; this burgeoning field of art business had engendered specialised graduate-level programs, whose graduates seek opportunity in the rapidly expanding market for art. For an excellent experience in this industry, Eyemax Group will need to not only adhere to tax and other regulations of the law but also to generate potential useful alliances with the artists, dealers, auctioneers and others whose interests have a significant monetary component in the larger arts world6. These are the

Masafi Was Established In 1976 Commerce Essay

Masafi Was Established In 1976 Commerce Essay The assurance of quality is an essential aspect for any organization wherein stringent measures are implemented for the processes as well as the products of the company. The quality standards for the respective industry are constantly being updated in keeping with environmental changes and the availability of the latest facilities on a global scenario. TQM provides the means for analyzing the effectiveness of the current quality control measures implemented by an organization. Subsequently it also enables the identification of the best possible alternatives for achieving the desired quality standards. Consumer satisfaction is one of the main aspects which is given due emphasis while managing quality at the various levels in the organization. This adherence to the preferences of the consumers is termed as consumer defined quality and this plays a crucial role in the establishment of the quality standards as the needs of the consumers have to be incorporated into the quality modules ( Total Quality Management). Moreover, the consumers have their own perspective of quality which may depend on their income levels or other relevant factors. Organizations are faced with the challenge of identifying and analyzing these changes so as to be able to comply with the current trends in quality perception. Another significant component of quality perception is the presence of consumer services and after-sales services which determine the extent to which the quality of the product or service is retained post sales. This also reflects the efforts of the organization to ensure that the consumers are duly communicated about any queries which they may present. Hence it may be deduced that TQM is a highly significant aspect of any organization by means of which it is provided with the means of managing the highly competitive scenario existing today (Total Quality Management). Company Background: Masafi is one of the leading brands in the UAEs FMCG sector and has been identified with being a leader in the growing range of its innovative product offerings. With respect to bottled mineral water, Masafi has been the most sought after brand in the Gulf and the Middle East for more than 35 years. Even since its establishment, Masafi has always maintained strict emphasis on innovation and business excellence while determining its growth strategy. The adherence to high quality global standards has been the primary reason behind the immense success of the organization. This has also enabled the organization to retain its existing consumer groups while generating new consumers in keeping with its wide range of product offerings (Masafi: The Place). Company History: Masafi was established in 1976 with initial investments being made by a paid up capital of $ 5.5 Million. Further investments made by the company have been in line with the communitys benefit with adequate importance being made on the maintenance of relationship with all the stakeholders of the company, including partners and associates. Over the years, the company has been able to establish a highly effective distribution network by means of which it has been able to ensure adequate supply of its products in keeping with the demands generated in the market. It has also strived to keep its equipments and technological infrastructure updated as per current standards and this has enabled the company to always meet the current expectations of the target consumer segments (Masafi). Vision: The vision of Masafi reflects its adherence to offering premium products for the achievement of better living standards (Masafi). Mission: Masafi strives to provide premium utility products by means of continuous innovation and continual product development, and in turn strengthening its leadership in the FMCG sector (Masafi). Strategic Objectives of the Company: Masafi has defined the following strategic objectives with respect to its performance in the FMCG sector: Becoming a leader in the FMCG industry both domestically as well as globally. Generating adequate awareness about the quality of Masafis products and its CSR initiatives. Emphasizing on the expansion of the product range and being a completely FMCG oriented organization. Gaining access into new markets both domestically as well as globally. Maintaining adequate focus on the communication of the product innovations undertaken by the organization (Masafi). SWOT Analysis: The following is the SWOT analysis of Masafi which presents the strength of its internal and external environment: Strengths: The company has a well established brand in the UAE as well as in the GCC region. The current export of Masafis products stand at 30% to 40% of the companys overall trade. Masafi has gained a massive share of 42% in UAEs bottled water sector which has made it a major player in this region. The company has innovated flavored mineral water which provides a completely new product offering to the consumers (Masafi). Weaknesses: The company has not been able to generate preferences towards the brand in the regions of Abu Dhabi and Al Ain. The product offering is limited in terms of food items. The Masafi brand has a greater degree of association with being a mineral water brand rather than being a comprehensive FMCG company (Masafi). Opportunities: There is a huge scope for the expansion of the companys product offerings in keeping with the immense potential in the global FMCG industry. The company could also enter into strategic alliances with other organizations that are in compliance with the business strategy of the company. There is also a scope for obtaining sponsorships for the companys products which would be helpful in creating greater awareness and exposure of the Masafi brand. The stable and viable economic conditions in the target regions provide the company with significant growth possibilities (Masafi). Threats: The FMCG sector is characterized by the presence of various levels of organizations and this has resulted in the increase in the already high competition in the market. The fixed prices of product lines in the FMCG sector prevents any possible attempts from being undertaken to gain leverage in the market with respect to the pricing strategies of the firms. There is a significant possibility of the company being subjected to negative publicity owing to poor output levels. The presence of substitutes has also provided a significant risk to the performance of Masafis products in the market (Masafi). Competitors of the Company: The competitors of Masafi span though the domestic as well as the global scenario with respect to the FMCG products, especially the bottled water segment. Main Local Competitors (Bottled Water Segment): Al Ain Water Company Arwa Oasis Main Global Competitors (Bottled Water Segment): Nestle Volvic Acqua Panna Aquafina Evian Competitors in Other Product Lines: Frito Lays Lacnor Fine Competitive Strategy: The primary competitive strategy of Masafi is to build strong relationships with the consumers as well as the stakeholders to the company. By ensuring the acquisition of feedback from the consumers, the organization strives to develop and maintain a consumer friendly environment in the company. In this regard, Masafi assures the provision of prompt service to the consumers with the presence of a dedicated staff of sales executives (Masafi). Masafi also makes use of the promotional strategy for the consumers of the companys products so as to maximize the scope of awareness in the market. However the companys decision to diversify into flavored mineral water has been the most effective competitive strategy undertaken by the company in order to introduce innovative products in the market (Masafi). Competitive Advantage: Masafis competitive edge has been defined with the introduction of the flavored mineral water products by the company which has broadened this product line to include a wide variety of flavors including jasmine, strawberry, lemon and peach. Also the adherence to high quality standards, latest equipment and effective consumer relations has been beneficial for Masafi with respect to the definition of its competitive advantage (Masafi). Overview of Current TQM Systems: Masafi has been known to adhere to high quality standards and it implements strict quality controls to ensure that only the best products reach the consumers. The TQM currently being practices at Masafi is as follows: Masafi follows a best practice approach in its quality management efforts. It emphasizes on the identification of potential mistakes before they occur in the process and this is highly beneficial in reducing as well as preventing the presence of errors. As part of these measures, the company emphasizes the use of proper documentation of all the processes along with revision control to maintain the accuracy of the data associated with the processes. Such measures are quintessential in cost savings and implementing overall quality control. For this, the company was awarded the ISO 9001:2008 quality certification on 22nd July, 2008 (Quality). The company strives to ensure that the identification, prioritization and management of environmental risks so as to comply with the global standards for environmental good practice. For this, the company was awarded the 14001:2004 quality certifications (Masafi honored with Environmental Performance Certificate 2011, 2012). Masafi has implemented adequate controls for controlling food safety hazards by ensuring that the levels identified are maintained within the acceptable risk limits. Due to this measure, Masafi has been quality certified with HACCP since 15ht February, 2001 (Quality). With respect to the beverage product lines, the company has assured quality in its products by complying with the NSF beverage quality certification programs. This certification is an international accreditation which is recognized by NSF International (Quality). Masafi is a certified member of the Asia Middle East Bottled Water Association (ABWA) which conducts routine tests on the quality of the products, services and systems in accordance with its own model code, FDA, WHO, Codex Alimentarius Standards, and other applicable national norms (Quality). TQM Principles and Quality Philosophies Adopted: Masafi has exhibited a stark adherence to the philosophies of the three gurus of TQM and this is reflected in the high quality levels that have been achieved by the company. The influence of Deeming is seen in the Companys Quality Philosophies pertaining to its products which bear a significant degree of correlation to the needs and preferences of the consumers. Another area where this influence is seen is in the management of relationships with the shareholders which the company maintains at highly effective levels. The evidence of the adoption of Deemings quality philosophies is the provision of prompt service to the consumers with the presence of a dedicated staff of sales executives. This dedication to the consumers and the importance given to their feedback forms an integral component of the practices adopted by Masafi (Quality Gurus). Source: The above diagram depicts the chain reaction process as propounded by Deeming and this reflects fundamental structure behind the processes being undertaken by Masafi (Quality Gurus). Jurans quality philosophy highlights the inception of the Juran Trilogy which comprises of quality planning, quality control and quality improvements. Masafi has been known to effectively adapt to the environmental changes by integrating its technical as well as non technical framework in keeping with the current developments being made in the environment. Moreover the company focuses largely on the utilization of innovation in the processes as well as its products which is a direct outcome of quality control and planning efforts. An apt example of this is the identification, prioritization and management of environmental risks which is done by Masafi to comply with the global standards for environmental good practice. The introduction of the flavored mineral water products by the company has helped the company to broaden its product offerings and has also enabled the company to reach new consumer segments (U.). Crosby highlighted the nonconformance nature of quality measurement where the assurance of quality in the products and / or services should be maintained at zero. There is no scope for minimal defects in Crosbys philosophy. The company strives to achieve this ambitious quality target but it has not been able to achieve zero defects in its processes (Quality Gurus). Masafi has benefited immensely by the adoption of the philosophies and this can be seen in the fact that it had been acknowledged as the top most brands in the beverage segment and the second most popular brand in the non food FMCG category. This accreditation was received in 2010 which further exemplifies the efforts of the organization to maintain high degree of relevancy with the current best practices and standards. It is the adherence to high quality standards and continual innovation which has enabled the company to become a leader in the FMCG sector in the region (Quality Gurus). The barriers faced by Masafi while implementing TQM was the determination of the quality perception of the consumers which is very difficult to comply with on a frequent basis. Moreover the green initiatives undertaken by the Emirati government requires that the products are made in compliance with environmental protection standards. The companys products make use of plastic for their packaging and the minimization of plastic usage was a significant challenge for the implementation of TQM standards. In order to resolve this challenge, Masafi had to establish new standards for environmental sustainability by initiating recycling campaigns and ensuring minimal wastage of packaging material used for its products (Masafi; Quality Gurus). Leadership Status: Masafis leaders have their own leadership style for leading employees and organization towards the growth of enterprise. The company implemented transformational leadership style wherein the leadership was able to influence its employees for the attainment of goals and nurture them by encouraging positive behaviors by the means of sharing organizational vision. The vision and mission of the company has been effectively communicated to all the stakeholders of the company as well as the employees which has enabled them to maintain the required drive for innovating processes and product developments. By inculcating innovative thinking and aligning the processes in keeping with ecological preservation efforts, Masafi has been able to achieve the desired levels of corporate social responsibility and adoption of sustainable business practices. Then impact of the leadership can also be seen in the continual product developments and incorporation of the change elements of the environment whi ch are undertaken in the company. This is not only beneficial for assuring the maintenance and achievement of high performance levels by the organization in the respective market. The leadership has also enabled the company to manage the stiff competition in the market which is a common occurrence in the hugely populated FMCG sector (Masafi). Abdul Aziz Al Ghurair is the chairman of Masafi and he emphasis on the development of the human resources along with the processes of the organization by means of which high levels of excellence may be achieved by the organization. The product mix is also continually updated in keeping with the changes in consumer preferences and the dynamics of the respective target market. The leadership principles of driving change through innovation and sustainable business practices is in line with the principles defined by quality leadership principles. By adhering to strict control measures and quality levels, Masafi has been able to maintain effective relationships with the consumers and this has enabled them to accurately identify the needs of the consumers which in turn has been beneficial in the identification of the current market trends. Hence the efforts of the leadership undertaken by Masafi are reflective of the principles established by quality leaders (Chairmans Message). Masafis leadership is indicative of the following aspects: There is adequate level of awareness with respect to the roles and professional obligations of the employees and this helps the management to devise better strategies. New trends are identified for enabling the organization to achieve new heights in business excellence. A sense of ownership, accountability and ownership is inculcated in the workforce. Adequate training and development measures are provided to the employees by means of which they are enabled to comply with the constantly changing external as well as internal environment of the organization (Chairmans Message). Employee Involvement Status: Masafi exhibits a high level of employee involvement which has enabled the reduction in long term costs being achieved over environmental cost mechanisms. The involvement has also been beneficial in facilitating consistent, effective and efficient internal operations in the company. This adherence to the environmental standards has also enabled the company to sustain favorable working environment which is quintessential in assuring the presence of the required drive in its human resource. This is reflective of the concepts adopted by Masafi for ensuring a highly motivated workforce. The needs of the employees are duly addressed and the policies as well as the changes are duly communicated to the employees, by means of which the employees are able to dedicate their efforts in alignment with the objectives and vision of the company (Masafi). Masafi has employee strength of 1000 employees who are dedicated completely towards the achievement of the desired levels of achievement. The company continuously conducts an evaluation of the needs of the employees by obtaining feedback from the employees by conducting discussions with the employees. The discussions also enable the employees to express their needs in a better manner and this is highly beneficial in designing training and development modules at the organization (Masafi). Based on the findings obtained in the discussion rounds, the company ensures that the employees are provided with adequate opportunities for undertaking training and development with respect to their roles and responsibilities in the organization. The most appropriate evidence of this measure is the adaptation of the company to environmental changes with enhanced performance levels being achieved after every adaptation. Moreover the involvement of the employees in the green campaigns and initiatives is a direct outcome of the companys consideration for the needs of the employees pertaining to empowerment and involvement in the activities of the organization (Masafi). The companys focus on the needs of the employees has a direct impact on the decision process wherein the employees are encouraged to provide their contribution by means of which a comprehensive outcome may be achieved in an effective manner. Given the short time duration for incorporating the environmental changes into the processes of the company, Masafi ensures that these implementations are done in a highly effective manner so as to prevent the loss of leverage in the highly competitive FMCG market (Masafi: The Place). Customer Satisfaction Status: Being an FMCG company, Masafis consumers comprise of all population levels with specific segments being target separately with the companys consumer oriented offerings. The main emphasis made by the company is in the bottled water segment wherein it has differentiated its target segments on the basis of their requirements. For example, people associated with sports and intense physical activity requires more than just plain water to be provided to them. In keeping with this need, the company has devised vitamin enriched water products so as to provide this consumer segment with the require characteristics that are expected from them from a water product (Masafi). For obtaining consumer feedback, Masafi has implemented various communication mechanisms. By ensuring the acquisition of feedback from the consumers, the organization strives to develop and maintain a consumer friendly environment in the company. In this regard, Masafi assures the provision of prompt service to the consumers with the presence of a dedicated staff of sales executives. Apart from this, the company has also provided a toll free number which can be accessed by consumers 24 x 7 for any enquiries or correspondence which they desire to communicate to the company. This number is displayed on the companys website as well. In keeping with the growing ICT infrastructure and capabilities in the region, the company has established a feedback gateway in the form of an email id which can be used by consumers to communicate with the organization. The customers feedback is obtained with different techniques such as On-Line Survey, Social Media and Feedback Forms. (The copy of the fee dback medium is provided in Appendix A) These feedbacks are highly beneficial in implementing changes in the products so that they may be aligned with the needs and preferences of the consumers. It would also enable the company to eliminate possible bottlenecks in the process which would be beneficial in reducing delivery times and ensuring higher quality levels to be maintained in the companys processes (Masafi). Masafi ensures the acquisition of consumer trends by conducting market analyses and evaluating the feedback obtained from the consumers for ensuring that they are in compliance with current standards and practices. Moreover they evaluate new technologies which can be used in the companys infrastructure (Masafi). ISO Certification: ISO ensures the state of art specification for goods practices, services and products which facilitates effective and efficient working environment to industries. Masafi has been provided with ISO certification in keeping with its processes and products. It has been accredited with the following ISO certifications: ISO 9001:2008 quality certifications awarded on 22nd July, 2008. 14001:2004 quality certifications The steps for obtaining and ISO certification are as follows: Establish Implementation Team Start ISO awareness Programs Provide Training Conduct Initial Status Survey Create a Documented Implementation Plan Develop Quality Management System Documentation Document Control Implementation Internal Quality Audit Management Review Continual Improvement Certification and Registration Pre-Assessment Audit Source: (14 Steps to Implementing ISO 9001 Quality Management System) The following are the benefits gained from ISO 9001 certification: The needs of the consumers are met effectively and in keeping with current standards. Adequate opportunities are provided for increasing revenue generation. Quality of the products / services is enhanced. Customer satisfaction levels with products are increased. It offers adequate possibilities to understand, document and communicate company process. It enhances the development and maintenance of professional culture in the organization and also develops employees morale. The uniformity of organizational operations is enhanced substantially. Emphasis is maintained on the recognition of quality at international level and the achievement of business excellence. It enables cost savings due to minimization of waste, optimization of the resources and increase in the efficiency of the overall processes (Top 10 Reasons Why You Need ISO 9001 Certification). Continuous Process Involvement: Continual process improvement is the key to ensuring the survival of an organization in the competitive market. Products and services change with time in order to successfully meet the needs of the consumers and to be in compliance with the market dynamics. Masafi applies three tools of quality management tools: Six Sigma: The six sigma tool provides the means to minimize errors in the production process by ensuring the existence of 1 defect per million units produced by the company. By using this tool, the company has been able achieve greater market share and has been able to achieve higher quality standards in the products. It is this aspect that has enabled the company to achieve the top most position among the organizations in the FMCG sector. This tool also enabled the introduction and maintenance of green concepts in the production process (Lean Six Sigma: An Overview). The following diagram represents the six sigma process adopted by Masafi: http://csqa.info/files/six-sigma-dmaic.gif Source: http://csqa.info/files/six-sigma-dmaic.gif Statistical Process Control: Statistical Process Control is the quality control method which uses a statistical method for the monitoring and controlling process. These ensure that minimal wastage is incurred in the process. The benefit obtained by the company from this tool can be seen in the recycling efforts of the company by means of which the packaging material of its products are retrieved from the market and reused to prepare new packaging utilities. This has enabled continuous process improvement in keeping with the quality specifications required to be adhered (Introduction to Statistical Process Control Techniques). The following is a representation of the SPC process followed by Masafi: http://www.moresteam.com/toolbox/pics/28.gif Source: http://www.moresteam.com/toolbox/pics/28.gif Total Quality Management Guide: Total Quality Management is a set of practices put in place throughout a company that are geared to ensure the organization consistently meets or exceeds customer requirements. It enables the company to implement quality measures not only in the processes but it are also applied to the management of productivity in the workplace. The benefit of this tool can be seen in the manner in which the human resources are provided with adequate involvement opportunities which not only serve as a viable motivation tool but it also enables better quality to be maintained (Total Quality Management). The following is a representation of the TQM followed by Masafi: http://www.transtutors.com/Uploadfile/CMS_Images/24944_Quality%20Improvement%20Flowchart%20in%20TQM.JPG Source: http://www.transtutors.com/Uploadfile/CMS_Images/24944_Quality%20Improvement%20Flowchart%20in%20TQM.JPG Masafi uses SPC as the quality measurement tool to reduce the wastage of packaging materials and for ensuring optimal utilization of the available resources, and in turn contributing to ecological preservation. It uses statistical methods for the monitoring and controlling process (Introduction to Statistical Process Control Techniques). The barriers faced with respect to the implementation of this tool are: The lack of availability of adequate information on quality is one of the main barriers to the implementation of the tool. The tracking of the packaging material and the extent of recycling of the materials is an exhaustive process marked by the possibility of errors in the data obtained (Introduction to Statistical Process Control Techniques). Conclusion: Masafis adherence to high quality global standards has been the primary reason behind the immense success of the organization. This has also enabled the organization to retain its existing consumer groups while generating new consumers in keeping with its wide range of product offerings. The efforts of the company to continually develop and improve its processes is one of the most significant undertakings of the company to ensure the maintenance of high levels of quality not only in its products but also in its services. Recommendations: Masafi should adopt new programs for the improvement of quality with utilization of existing tools, system, terms and conditions. There should be a provision for the sustenance of an improvement framework for the sustainability of which would inculcate the continuous processes and encourage new ideas. Data collection should be done by an exclusive team developed by the management of the company for ensuring that the quality measures are monitored in an effective manner. Employee participation should be encouraged in order to assure that the productivity levels are maintained relatively high as this would enable high quality standards to be implemented. The quality should also be implemented in the supply chain network so as to ensure faster delivery times of the products to the market. The company should devise new standards when introducing innovative products in the market in keeping with the exact specifications of the product. The company should ensure the maintenance of an unbiased feedback mechanism as these feedbacks are crucial for the improvement process undertaken Masafi. The data collection, evaluation and monitoring system should be automated in order to minimize the incurrence of human errors in the quality verification process. The strategies pertaining to the quality implementations should be revised in such a manner so that the current policies are not drastically affected by it. The company should ensure that the quality inspections are conducted by third part accreditation units as it would reveal a clearer perspective of the scenario.